GEORGE PATTS Y&R MELBOURNE SNARES TOP US CREATIVE
GPY&R Melbourne has secured the services of award winning American writer Scott Cooney. Scott is down in Melbourne for the next month with a view to a permanent position. He has previously worked at Fallon, both in Minneapolis and New York. He has won a number of international awards including gongs from Cannes and The One Show.
Executive creative director, Paul Catmur said “It’s great to have someone of Scott’s talent giving us a different perspective. Advertising is becoming increasingly global and we want to have the most talented people to help us wherever they’re from.”
posted by CB @ 1:54 PM
15 Comments:
So, let me this staright. Patts have 'snared' a top US writer for a month to see how he likes it?
Nice snare work.
"Advertising is becoming increasingly global " What does that mean?
Please don't make it another throw away comment in a press release.
Surely you must mean something? What about all the English/Kiwis and others in creative departments?
What are the needs for Aussie agencies to have 'global' creatives?
I am not being cynical I just really want to know.
They come, they vacation, they go.
I applaud what GPY&R has done. Rather than following CBA's lead and sending the creative work to the US via Goodby's, the agency has brought the US creative to Australia. Seriously, though, the press release struck me as being similar to those car and beer ads that say 'fully imported.' I don't know if they're any better than what's on offer locally except for the fact that it's 'fully imported.'
Geez dude, you ever written a press release?
You just bash out a few paras of any old shit you can think of, safe in the knowledge that most of the trade press will run it verbatim, and once again your name and the name of your agency is in print/online. Which is the whole point of press releases.
Then you get back to the real work.
I doubt that catmur thought too much about it, to be honest.
It's a fairly obvious statement.
Advertising is global.
That's what allows an San Fran agency to handle an Australian bank.
And if you want to make sure that doesn't happen too often, you hire people from other cultures to help you get a global perspective.
welcome scott! I'm sure you will find most people in Australia are fairly welcoming unlike most people on this blog.
Unless you are working on a global account that is going to be dispatching its work around the world, advertising isn't global. It's local. I don't know what accounts GPY&R Melbourne has exactly. But I'm tipping they're all pretty much targeting local consumers. So, really, the only aspect of what they do that is global is trying to win international awards. Nothing wrong with that, mind you. However, if you look at the old Mo & Jo stuff that was on here a while back, there was nothing global about it. It was all unashamedly local because that’s who they were talking to. Having said that, he does look like a copywriter.
Hey 9:03, didn't you mean to say
"I don't know if they're any better than what's on offer locally except for the fact that it's 'more expensive.'
Sorry, but...
award shows are global, advertising is local.
How much more analytical can you morons get? It's a press release to welcome a guy from the states. (Welcome Scott.) Advertising isn't local it's global. That's why we run adidas spots here and Audi and Honda car spots... It's Global! We need talented people like this over here just like the world needs ALL of our most talented creatives. Advertising has always been global. Our best ads of all time have translated well overseas. Ask the campaign palace. Their work has featured on the worlds greatest commercials all over the world. It's called an idea or better still a human truth. Sure it might have a local flavour to it (dialogue/aussie-ness) but it doesn't mean it doesn't travel. At the end of the day guys the best is the best. And as highly paid creatives that's what we're being paid to do. Are we all pulling our weight guys? What have we got in Cannes this year? What have we got in the Effectiveness Awards this year? We haven't got anything to speak of. Heads down hey?
What a pack of whingers. It seems pretty clear the guy can write, and he's decided to have a crack at working here. That actually sounds like a good thing. Maybe he's running from bad debts. Who knows. Rather than nitpicking over the phrasing of a press release, we should be giving this bloke and his smart glasses a warm welcome.
Dear 11:55am. Well said.
Don't be silly boy 11:55. Advertising is not global.
As for The Campaign Palace's work being featured on the world's best ads of all time - so what?
I can't remember any of it running worldwide
If one or two did-great - but still, so what? 99.999999% of Australian advertising is for local consumption. Aussie agencies have produced heaps of work which has universal appeal and could easily run worldwide, but don't expect your mates at Cannes to come rushing home with stories about all the Aussie ads they saw on French tv whilst lounging in their suite at The Ritz Carlton. The last Aussie global example I can remember is AXA's 'I ................plan' campaign created by Ron Mather at Grey. One global ad out of 100,000 and the odd Palace commecial on a global best of reel - I rest my case your honour.
Award shows are global,adverting is local.[Nothing personal Scott - welcome and have fun].
So, let me see if I understand all this;
Patts have got themselves a great writer, with a truck load of experience in an extremely competitive international market (population 20 times bigger than ours), to help them with some local advertising that will in-turn sell more stuff for thier clients. And they might just win some awards as a bonus.
Have I got it right?
Sounds like a good idea to me.
Welcome to Melbourne Scott. You won't find it hard to write better 'local' ads than some of the 'creative spectators' on this blog. If you bother reading this crap anyway.
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