In this series, AdNews takes a look at some of the professionals working across the advertising, adtech, marketing and media sector in Australia. This time it's DDB Group Sydney's managing partner Nick Russo.
Time in current role/time at the company:
Six years.
How would you describe what the company does?
DDB Group is an integrated communications agency including a collection of specialist services.
We tap into the power of human emotion and use creativity to solve business problems.
What do you do day-to-day?
Drive strategic leadership, manage and motivate teams and our client partners across the Volkswagen Group Australia businesses.
Define your job in one word:
Communication.
I got into marketing/advertising/media/tech because:
I loved the power of brands and how brands make a commercial difference.
The great Nike football ads of the late 1990s really grabbed me - I was drawn to the power of how they made the masses talk about them and make them first on the shopping list.
What’s the biggest challenge you face in your role?
Everyday is different. Reframing that change, always has opportunity.
What’s the biggest industry-wide challenge you’d like to see tackled?
Intelligent insight balanced with bravery and gut-instinct is more important than ever given our challenging times.
Notable campaigns you have worked on:
Recently, Volkswagen brand ‘Lighthouse’ was the first chapter of our new strategic platform in Australia - it needed to cut-through the local automotive clutter, so we told a surprising story about the best part of someone’s day - the short drive in a VW.
Secondly, Volkswagen’s RooBadge kangaroo deterrent. This was four years in the making, originating in DDB Sydney, in a true partnership with our clients that tackles a real Australian problem with real product innovation.
I am also proud of the 2010 Optus and the Socceroo’s ‘Secret training camp’ that announced a new sponsorship with animals training our national team in South Africa - back in the day it kicked-off data programs on mobile phones.
Who has been a great mentor to you and why?
Lots of previous bosses who encouraged me to get under the skin of all parts of the business when I first got into the industry. It made me understand what’s important in each department and see the overall picture. It also showed me how they all centre around bringing people together to make great work. This is ultimately what makes everything more fun and fulfilling.
Words of advice for someone wanting a job like yours?
Love the work, love working with people.
If I wasn't doing this for a living, I'd be:
A marcomms client, leveraging all the agency partner benefits of strategic leadership and a focus on communications, but it would also allow for an even deeper partnership with other stakeholders to more directly to drive sales growth.
My mantra is:
The two most important things are work and people. Great creative work, and talented people that love their business. When these things are solid, the rest comes along easily.
My favourite advert is:
Guinness Surfer, UK 1999.
Turning a negative into a positive – the long time it takes to pour a Guinness formed a powerful platform “Good thing come to those who wait”. An unexpected, beautifully crafted film which tells the story of a surfer waiting to conquer the ultimate wave.
Music and TV streaming habits. What do you subscribe to?
Italian food and football are always key to my streaming habits, as is a regular dose of Seinfeld.
Tell us one thing people at work don’t know about you?
People fall off their chair when they hear I can play the piano… and I made it to Grade 5 classical.
In five years' time I'll be:
Still loving my work and my family.
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
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