Clems. The big one. It’s the elephant in the room – the Clemenger BBDO network is arguably the best creative outfit in the region, the benchmark both in terms of output and commercial performance. CUB chief marketing officer Andy Gibson calls them the best network in the country.
“They have the best creative work, they give us the best results and they have the best brains working for them,” he says.
“Whenever I walk into their offices, I get the feeling that something magic is about to happen.”
That’s one hell of an endorsement.
It’s telling that even though chairman Rob Morgan says 2012 was the company’s toughest year in its 67-year history, it still delivered record net profit after tax of $35.9 million. The wins continued to roll in to the tune of $115 million worth of new business, adding to Clems’ already bulging client base.
But, as Clems always says, it’s all about the work, the work, the work – the stand-out from the last 12 months was probably Carlton Draught’s ‘Beer Chase’ out of Melbourne, one of the big viral hits of 2012. It racked up millions of hits, continuing the brand’s tradition of irreverent, mould-breaking creative.
While the Melbourne office is arguably the big daddy of the operation, the others are all stand-out performers in their own right. It was something of a tale of two cities with the Sydney office, however – a number of much-publicised retrenchments, including creative director Luke Chess, followed the shift of the Foxtel business down to group partner CHE Proximity.
At Clemenger BBDO, the thing we care most about is creativity. Or as we call it, ‘the work, the work, the work’. It’s what makes BBDO different. We believe The Work is the only true measure of an agency. The Work is what touches their hearts and minds. The Work is what leads to the sale. The Work is simply everything we create to reach the consumer. All our resources, All our targets, All our disciplines, Are devoted to creating work that is unique, powerful and convincing.
Sourced from AdNews Agency Report Card, May 31 2013 edition.
