DDB Notes

DDB

Scott Wallace – 13 years partner share holder.

Went to AUT and did an advertising and marketing degree.

·      Daughter has bachelor arts degree at melborne uni, now doing film and tv production at RMLT

·      Guy Wallace- Sydney Uni doing BCOM

Originallly just advertising

·      Communactions group

·      Media companies dynamo, spark,

·      PR Company

·      Rap tribal – custormer relations ( direct mail)

·      Interbrand, designers

·       

Television add for bigmac now invlolve them

“you’ve got to engage with people more and involve them”

McDonalds Promotion

·      “Bigmac chant”

Television Commercial Processes

·      people no longer watch tv and just sit down with there parents, need to think about how beter reach clientle

·      TVNZ ondemand, Facebook, Social Media, 4-8 hours online

Clients

·      Lion, VW, still – clients

·      Sit down with client, they give brief on what they want to hapeen in the market next year, four weeks for company to work on a recommendation, multi dementional ways to reach the target audience, individual targeting , wer are all different and consuming differnent things.

Stienlarger Pure

·      Slienlarger pure, Harvey Keitel – New Zealand is so pure, objuection to nuclear testing, nz is a great country we say no to things like aditives oin out beer.

·      William Defoe, Vincent Gellar

·      Decided that we didn’t need Americans telling how good we are, no linger neee American endorsement.

·      Kiwi Comercial endorsement – Storyboarded television commercial

·      One- Brett McKenzie, shows how Brett stays true to themselves, offering various bribes, Wanaka, limmo, called his mum, out to dinner, beer, holidays, to be on the add but he is refusing, limmo passes brett at traffic lights, staying ture respect that, no addidves, no preservitives, we respect that.

·      Legal situation can they use a guy without his permission even though he isn’t in the add it is about him.

·      Two – This Land – journey to a brave new land , man foretelling the future of the land , as they journey to NZ, traveling to a pure land, joking about cat videos, nuclear free to get fb likes, waka lands time shifts to present day, we are better than that, focus on the hobbit, kiwi things, like sheep bunjy jumping, as he enters the bar he is handed a beer, and toasts to the future of pure NZ, keep it pure stienlarger.

·      Three Taika, similar to harvry kaitell but of director of boy, is it worth me telling you how good we are, walks past set backdrops and a hobbit, walks in to a comple Bollywood dance, or I can create a gritty local film, recent triumphs talking about Oscars, rugby world cup, discussing about how when things are this good you don’t need to shout about it – keep it pure.

·      Two groups of eight people and showed them the boards and the sound track as a focus group – Brett Mckenzie, thought it was a bit complex, strange that you were promoting the fact that you said no. Waka- liked the observational humor, issues around the link between maori culture and drinking, linking beer with boating, safety warrriors in life jackets. Taika Waitiki, father in boy, and was highest respected add, wanted to direct it himself, a bit waky, cost was a 980,000$$$$ feature cost 180,000$$ had to go to Hollywood for a week to shoot it. Six moths to film, research, ideas, refined, organised, planning, editing. Women in the end, worried about taking the piss about climbing mt Everest first. wasn’t happy about having a woman in the end of the commercial, also taking a serious brand to a light hearted one. Maori culture , opening yourself up to criticism from cultural outlets.

Stienlarger Rugby world cup add

·      Saving the beer for the next time we won the rugby world cup.

·      Specialty can, preserving the kiwi beer for generations, supreme gold effectiveness ward in cann, that sold 4.5 million cans, 10 million dollars profit from the add alone. Liked how the beer is shown all the way throughout, Heineken sponsor of cup, all blacks sponsored by stienlarger. Every inch of clothing was approved , none of it branded clothing, or authentic all black gear. Heros of the young – not aloud to promote all blacks in association with beer. Challenged legally by Hienekin. White can of beer became a symbol of hope in the all blacks. People are saving a white can for the next rugby world cup. Print media, newspapers, online. Overnight sensation, bars wanting to stock the white can.

·      Been with DDB since 2011.

·      Beer is declining 3% per annum, drinking RTDs and Wine than beer, young guys drink beer, but now it has changed.

·      Rules around advertising alcohol, rules and regulations very strict.

Stihl chainsaw add

·      Chapter One -Father dying, “take care of your mother” “he said I can have his chainsaw”. Most complained about add 2009. Trying to sell chainsaws, to other people rather than just professionals, spend the extra money and justify spending a lot of money (850$) on a chainsaw. It is worth it and “ as stihl chainsaw will last you a life time", family earloom chainsaw.

·      Chapter 2 – Travels through certin death to get this chainsaw to borrow it of his brother so that he can have it after his father passed away – people are waiting for the next instalment. What cant you touch on with chainsaws? No you need to be aware that when you show it being used and how it is being used in a safe way- if they were showing it being used , gloves, eyeware, leggings.

·      Retail catalouges, radio, PR, events, chainsaw safety awareness.

VW Add

·      Traveling in there VWs to buy milk “we are all the same.. but different” 560,000 plus more to put it on Tv. Client didn’t like it, commercial for milk or tea not cars, tells a story, people will remember the story. Why would they need to commit this amount of money, wanted to breaking into the New Zealand market want to compete with Toyota, Holden, want to connect with NZ and how the live there lives, using a vw to do an every day thing.

·      Looks expensive to buy and service. The wedding day, father of the bride is sad because with the same amount od money he could have brought a VW-  VW and Wedding same price.

·      VW ute, what would a European car know about making a NZ Ute?

·      2 litre Ute engine, need to convince that the car has some guts. High performance, low consumption.  Connection with nz by talking about velocity and car performance.

Lotto Ad

·      come on Wilson we are going home, dog traveling to return his lotto ticket to his master. What would you do?  Three dogs used to film commercial.

Technological change in industry.

·      Internet has changed the industry, facebook pages, for beer, building up a fan base and keeping a brand interesting and updated.

·      Participants from social media groups are important.

·      2-4 weeks to generate ideas.

How do you make your money?

·      Not from makin the comerical but from the set amount that they are paid every year ( retainer) change in the industry, you would get paid commission from the media.

·      If the add becomes successful they get good press and get more clients, reputation is improved. Always trying to get new clients

Probono Ads

·      Generating there own publicity, public embrace the add and embrace it as there own.

Big Clients

·      McDonalds,

·      Warehouse

·      Sky TV

·      VW

·      Westpac

·      Lotto

·      Cadbury

·      Stihl

·      Lion

·      Lindour

·      Mobile

·      Just lost AMI

·      In talks with Air New Zealand

·       

Make Staff Famous, and want to be there, poaching is a common practice.

·      Day off on birthday

·      Duvet Day

·      Nov Feb, can go at 4pm

·      Food breakfast avalible

·      Tea, Coffee

·      Fully stocked bar

·      Social activity

·      8am -6pm

·       

What would you do it you came straight out of uni?

·      Have a team and team leader, and a mentor, have free reign.

·      Looking for enthusiastic, colourful, out going, will do anything.

·      Grunt work included.

·      Expected to work exceptionally hard

·      CV Presentation very Important.

·      First impression important.

·      Oven Mitts – too hot to handle attached to CV

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