In this exclusive we cover:
👉What a Senior Creative does
👉How Andrew created a video game inspired campaign for Tourism New Zealand
👉Entry level pathways for aspiring advertising creatives
1. Before we dive into your role at DDB Group Australia, what has your career journey as an advertising creative looked like so far?
It all started in 2014 when I applied for AWARD School, which is very much the rite of passage for anyone wanting to become a creative in the Ad industry. From there I landed a gig at TBWA where I spent an exciting, fast paced 6 years working on dozens of brands like Amazon, Tourism New Zealand, MasterCard and many more.
2. Transitioning into work, what the heck does a Senior Creative @ DDB Group Australia do?
What is DDB Group Australia?
DDB is one of the world’s largest and most influential advertising and marketing networks with over 200 offices in 90 countries. DDB Australia consists of offices in Sydney & Melbourne.
What does your role entail?
As a creative, my role is to solve problems and create fame for brands by coming up with unique & interesting creative ideas. The world doesn’t need another ad, so our job is to make sure our advertising campaigns are centred around an idea that emotionally connects with a brand’s audience whilst offering them a unique experience.
3. What’s an example of a campaign that you’ve worked on and what was your role in bringing it to life?
Campaign Name: PLAY NZ
Client: Tourism New Zealand
Year: 2020
Target Audience: Young 20-35 year old Aussie travellers.
Purpose: To keep NZ top of mind for Aussie travellers during lockdown.
What was it?
View the Today Show feature here.
What was my role?
Concepting & Packaging Design
4. For students who are curious about a career as an advertising creative, what do the entry level pathways look like?
The best entry level path is to apply for AWARD school. It’s a 3 month creative boot camp where you’re tutored and mentored by leading industry professionals. Each week you will be given a brief which you will then come up with ideas for and present to your tutors.
Not everyone gets into AWARD though, you need to apply by answering a brief and creating a unique application about yourself. The top entries then make it into AWARD School.
5. What one thing you recommend an aspiring advertising creative do right now?
I would look into the basics of coming up with an idea.
- What’s the audience’s insight?
- What’s the idea?
- How does it come to life?
There are a few books that will help teach you these basic principles (EG: Hey Whipple Squeeze this, the advertising concept book)
