An occasional column with Simon Hadfield, Executive Partner at DMCG Global, an executive search and recruitment business.
This time it is Paul Bradbury – President & Regional CEO of TBWA ANZ, ex M&C, BBH London & McCann Sydney.
You’re an agency ‘lifer’ Paul, you will have seen a lot of change for the good and not so good. Any insights or thoughts on the current state of play? You’ve also been with TBWA coming up to 18 years, that’s a wonderful stint. In my view the agency has always been a steady ship, producing great work with a very solid client base, you must be proud?
Thanks Simon, that’s very kind.
Advertising is a team sport and I have been very fortunate to have had a talented and supportive leadership team across Australia and New Zealand over the years. Adrian Paul, Kimberlee Wells, Paul Reardon, Nitsa Lotus, Catherine Harris, Shane Bradnick, Russ Tucker, Roberto Pace, Matt Springate, Evan Roberts… many of us have worked together for well over 10 years. The culture and consistency of our leadership team is something I am very proud of.
Expect more ‘Pirate Ship’ than ‘steady ship’ creativity from TBWA this year.
‘Disruption’ still feels very relevant and has eloquently moved with the times. Having a solid foundation that endures must help?
It totally helps. Disruption® is more relevant today than ever, it’s not just a catchphrase, it’s a proven strategic methodology to unlock growth. It also provides TBWA with a very clear positioning in market and drives our creative culture.
Disruption® works on many levels. When focused on the experience or the execution, it creates distinction and memorability. But its real superpower is in shaping long-term platforms. They are the springboards for creativity and meaningful innovation.
You’ve wrangled the Big T through the front door. That must be both exciting and slightly daunting. How is it going so far?
It’s going really well. +61 is up and running. The equal partnership we have with Bear Meets Eagle on Fire and OMD is unique and energising, as is the creative ambition of Brent and the Telstra team.
+61 has already recruited world class strategic and creative talent to join the team and the +61 leadership team of Micah Walker (CCO), Blake Crosbie (MD), Helen Guard (OMD) and Matt Springate (CSO) are building a creative culture that will continue to attract the very best.
It is very exciting to have bespoke agencies +61 for Telstra and TBWA\Media Arts Lab for Apple within the agency, two of the most creatively driven and culturally influential brands in Australia.
Any work you’ve seen recently that you admire?
The relaunch of EE (mobile network and internet service provider in the UK) by Saatchi & Saatchi London late last year was very impressive. Lots of agencies and clients talk about re-imagining the entire customer experience through a brand lens, I think these guys nailed it.
The launch films centred around the four key need states, ‘Home’, ‘Learn, ‘Work’ and ‘Game’, used music brilliantly to unlock nostalgia and emotion.
For reference:
https://www.youtube.com/watch?v=Mq0x_CB_QRo, https://www.youtube.com/watch?v=CRrb1pczSXM & https://www.youtube.com/watch?v=8uW2NEyABrM)
What have you learnt in the last 5 years?
‘Be calm when it’s stormy
And stormy when it’s calm ‘
Great advice for leading a creative agency.
If you hadn’t ended up in agency world, what alternative career may you have fancied?
Being an architect with decent budgets would be pretty cool. Lots of similarities to advertising in many ways in terms of applying creativity, design, and innovation.
Seeing your creativity live forever in a building or even a city must be very fulfilling.
What advice would you give your younger self?
Listen more. With your ears, eyes and heart.
Outside of business, what keeps you out of trouble?
My family. I could not do my job without the support and sage advice of Mel, my partner.
Evie (aged 13) and Eddie (aged 11) love their sport, so in between work and their sporting commitments there is no time for trouble.
What are you driving, what are you listening to and what are you watching?
‘Vorsprung Durch Technik’. A daily reminder of working at BBH London in the 1990s.
I’m currently listening to SBS Chill in the car, a great antidote to Sydney traffic.
Just finished ‘Boy Swallows Universe’ and ‘Griselda’, both excellent.
Favourite band?
‘Gang of Youths’ – very talented Australian alternative rock bank currently making it big worldwide.
The lead singer David Le’aupepe oozes charisma and is a very talented songwriter.
Where is your next holiday?
We are planning a family holiday in Thailand later in the year before it gets overrun with White Lotus fans. (Season 3 is currently being shot there).
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