Aussie expat Nick Law will be instrumental in launching the R/GA Sydney office in his newly appointed role as global chief creative officer, R/GA's chairman and CEO Bob Greenberg has confirmed.
For some time, the Australian market has been rife with speculation about the entrance of R/GA into the local industry, and whether Nick Law, formerly R/GA New York chief creative officer, will be leading the local charge. This speculation intensified when the agency was placed on the Qantas roster some weeks ago.
Talking to AdNews in Cannes, Greenberg said Law will not be leading the local office, but will be a key player in launching the Australian operation. Greenberg also discussed the impact R/GA will have on the Australian market, and speculated whether other international agencies like AKQA might enter Australia.
“Nick Law won’t be going back [permanently to Australia], but he will be going often,” Greenberg said. “He won’t be heading the Australian office. [But] the global role will enable Nick to come back to Australia more. He will travel more. He’ll be instrumental in setting up the Australian office, but he won’t be leading it.
“We haven’t hired a person yet for the Australian office; we are interviewing. Our first stage is to get core talent in place. We’ve done it in nine countries. We’re comfortable, and not worried about any aspect of us being successful.
“Before, Nick was North American chief creative officer, but he has already started working internationally. We’re not global yet. We don’t position ourselves as global; we position ourselves as international looking to become global. Now we have to add many more offices to do that.”
Prior to Law’s appointment to a global role, Greenberg held the title of chairman, CEO and global chief creative officer, but now the latter part of his job description has been transferred to Law.
Greenberg said the entrance of an innovative, international digital agency like R/GA into the Australian market will help the local industry progress. This is particularly relevant after Australia did not win any Cannes Lions in either the Cyber or Mobile categories this year.
“Yes, it will help to move the market forward. Many of the things we are doing we describe as a shake-up. We shake-up ourselves, we hope to shake up the places we go to in a positive way. Us coming into the market will motivate others to come in and will also motivate agencies inside Australia to make change happen faster because competition always does that.”
When asked about globally renowned digital agency AKQA, Greenberg said: “I don’t see why they wouldn’t enter the Australian market. If they do, all the much better. We respect them very much.
“I think we will see more global digital agencies coming into the Australian market, but also agencies created by Australians for the local market. Like in the USA, one thing creates a situation for another to happen. It’s always positive to creative a competitive environment, an ecosystem of talent. We must find Australians who have moved around the world and see if they want to go back; we often recruit that way.”
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