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Well see what exciting thoughts the Media and Marketing editor of The Age, Clare Kermond, just had to share on their website today after meeting him at the MADC event!

And don’t forget to chime in with your two cents in the comments section below.

Last Friday, MADC Presents hosted David Elsworth, Senior Vice-President for Creative Strategy and Visual Identity at Coca-Cola in Japan.

Elsworth, who has years of experience on both agency and client side, spoke about changing the traditional advertising model and writing winning creative with the client’s involvement. Passionate about new media, he also spoke about how interactive campaigns can utilise various multimedia so as to supersede traditional mediums in creativity, content and effectiveness.

Elsworth went on to opine that the ‘old days’ of Mad Men were long gone, with tech-savvy online communications gurus having taken over the helm. As a case in point, he described how at Coca-Cola, focus has shifted so to be seen less as than purveyors of soft drink, but more as a facilitators of happiness itself.

Coca-Cola curates its campaigns so to highlight experiences of happiness, reinforcing images of joy in traditional visual media, whilst also creating online games, forums and hosting marketing stunts that encourage fans to be seen as celebrating the brand.
As an example, David presented us with Coke’s popular “Hug Me” vending machine – a viral campaign that allowed consumers reactions to be the material:

It was a thought-provoking presentation, with debate raging between guests long afterwards regarding just how effective and feasible such projects are, and where it in turn leaves more traditional or small-scale approaches.

In continuation, MADC have opened the debate to comment from you, asking those interested to respond with their own opinions over just how successful interactive campaigns can be, and whether they are truly feasible operations.

So leave a comment, let your voice be heard and let the games begin!

Also, don’t forget to like our Facebook page for more event photos and the chance to tag your undeniably glorious mug.

Whilst marketers invest so much time in regards to creating a visual identity for their brand, they often overlook the vital role music can play.

Drawing on his knowledge of sociology and marketing, Diederik van Middelkoop the Head of Production and Creative Director for MassiveMusic will be presenting a talk to MADC members and friends May 10th touching on how and why the successful utilisation of music should be seen as a seminal creative tool.

Tickets are $15 for members and $25 for guests, with food and drink included on entry.

MADC Presents: MassiveMusic

Purchase Tickets for MADC Presents: MassiveMusic here

For more information or enquiries, email info@madc.com.au

MADC Presents: Ideas that Fizz with David Elsworth, where the Senior Vice President for Creative Strategy & Visual Identity at Coca-Cola Japan will give a presentation shedding light on the best way to come up with brilliant ideas in partnership with clients.

Purchase your tickets today, as seats are limited to 30!

More than anything, it was a fun night and now The Clemenger BBDO Melbourne Pong Stars are throwing down the paddle and challenging any other agency to try and snatch the trophy from their sweaty hands.

Get your agency team of six players together and contact Laura at the MADC: info@madc.com.au or on 9654 1414 to join the tournament.

And may the fastest balls win.

Photo is (L-R as you look at it):

The Clemenger BBDO Melbourne Pong Stars

Jarrick Lay Account Executive

Quenton Miller Art Director

Mike McCall Studio Retoucher

Tim McColl Jones Executive Director

Mike Derepas Planning Director

And missing: Andrew Lipp Account Director (he had to run off and win a basketball match)

New to the Committee this year are Ant Simmons from GPY&R, Simon Bagnasco from Clemenger BBDO, Andrew Woodhead from Leo Burnett and Nick McDonald from A3 Recruitment.

2011 president Dave Klein, Stuart Crossett, Mark Coad and Jim Antonopoulos have all been farewelled.

]]> http://madc.com.au/2012/03/29/nigel-dawson-elected-as-2012-madc-president/feed/ 0 http://madc.com.au/2012/02/29/madc-welcomes-four-new-committee-members-for-2012/?utm_source=rss&utm_medium=rss&utm_campaign=madc-welcomes-four-new-committee-members-for-2012 http://madc.com.au/2012/02/29/madc-welcomes-four-new-committee-members-for-2012/#comments Wed, 29 Feb 2012 02:20:45 +0000 MADC http://madc.com.au/?p=1799 The MADC committee is pleased to add creative group head Andrew Woodhead from Leo Burnett, senior creative Simon Bagnasco from Clemenger BBDO and art director Ant Simmons from GPY&R to its ranks for 2012, as well as recruitment specialist Nick McDonald from A3 Recruitment.

This year, the MADC sadly farewells president David Klein and long term committee stalwart Stuart Crossett, as well as digital media specialist Chris Kerr, designer Jim Antonopoulos and CHE CEO Mark Coad.

Outgoing president David Klein said the club will benefit from a creative boost in 2012 and depth of industry experience in its new committee members.

“The MADC had a fantastic year last year with record award entries, a new awards voting system, the launch of our new website and facebook page and some great social events,” he said.

“I would like to specially thank our outgoing committee members for their hard work and support last year,” Klein added.

“As much as I’d like to stay on as president, the responsibility of running an agency means I don’t have the time needed to take the MADC to the next stage in its development. I’m proud of what we have achieved and I wish the next president all the success in realising this goal.

“I know the club will go from strength to strength in 2012 with some outstanding creative additions from Melbourne’s top agencies to the committee.”

Recruitment specialist Nick McDonald has been a part of the advertising industry for more than 23 years. Originally a writer, Nick worked for Clemenger BBDO Melbourne, Mojo and SEE before starting his own recruitment agency A3 Recruitment. He’s been a past judge of the MADC’s prestigious Creative Raw and Ignition competitions, tutored AWARD school, guest lectured at RMIT and is an adviser to Swinburne.

Ant Simmons is a senior art director at GPY&R Melbourne. Ant started at The Campaign Palace, had stints in Sydney at DDB for five years and started worked at GPY&R in Sydney in 2009 before moving to the Melbourne office in 2010. Ant has been actively involved in the industry since his junior years as president of the first ever MADC Start committee. Ant also oversaw DDB Sydney’s ‘Launchpad’ junior program and went on to lecture the 12-week Art Direction course for Adschool. Since returning to Melbourne Ant has judged for MADC’s awards and the AWARD Design Jury.

Andrew Woodhead is currently creative group head at Leo Burnett. Andrew has clocked up more than 10 years in the Melbourne ad industry. His industry involvement including tutoring AWARD School and MADC Ignition students, speaking engagements for universities as well as contributions to trade publications such as Adnews and Campaign Brief.

Simon Bagnasco is a senior creative at Clemenger BBDO. Although originally from Melbourne, Simon began his career writing ads for tugboats in New Orleans – an auspicious start that brought him many accolades in the tugboat community. In 2003 he returned to Australia to work at BMF Sydney as a copywriter. In 2005 he moved back to Melbourne and has since worked at Publicis Mojo, GPY&R and now Clemenger BBDO. Simon’s work has been recognised at local and international award shows, including Cannes, New York Festivals, One Show and Adfest.

The 2012 MADC committee:

Nick Condon – DDB
Paul Baxter – Risk Sound
Nigel Dawson – Grey Worldwide
Tracy Proposch – Tracy Proposch Inc
Damian Kelly – DiDonato
Helene Nicol – Mr Smith
Andrew Woodhead – Leo Burnett
Simon Bagnasco – Clemenger BBDO
Nick McDonald – A3 Recruitment
Ant Simmons – GPY&R

The surprise client for the day was Renault and the brief was for their new electric vehicle, the Fluence ZE, launching in Australia next year.

The team of Laura Petruccelli and Rohan Cooke will have their winning concept produced and published in The Age in the new year.

Seventeen teams were accepted for the all-day workshop, held at Melbourne’s iconic cocktail bar, Madame Brussels. DDB Executive Creative Director Grant Rutherford was the chairman of judges, heading up a panel comprised of The Age Publisher David Hoath, Renault Marketing Director Chris Brown, Grey Creative Director Nigel Dawson and Clemenger BBDO Melbourne team Ant Phillips and Richard Williams.

Creative Raw winners Laura Petruccelli and Rohan Cooke with The Age publisher David Hoath.

Throughout the day, the teams had access to senior creative mentors, with GPY&R Creative Director Chris Northam and Ant Simmons as well as Onion Communications creative partner Richard Patterson generously offering their time and advice.

As well as having their ad produced, the winning team was given $2000 in cash prizes by David Hoath. Runners up Louise Khong and Laura Haberfield won $1000 and third place getters Lauren Massimo and Oliver Ward won $500.

The Age Creative Raw competition is becoming known as an incubator for creative talent in Melbourne. Over the past few years, the competition’s winners have all gone on to win other awards and secure full time jobs.

Each year, The Age researches brand awareness before the winning ad launches and runs post-campaign testing to enable them to put together a case study.

David Hoath said the competition is important for getting a new generation of creatives to think differently about newspaper as a medium.

“At The Age, we take Creative Raw very seriously. Each year, we have seen some of the freshest and most innovative thinking around using newspapers. But equally importantly, our campaign testing allows us to show advertisers that creativity makes a difference to an ad’s effectiveness,” he said.

Check out our facebook page for all the pics from the day.

Judges for the day Grant Rutherford from DDB with Richard Williams and Ant Phillips from Clemenger BBDO Melbourne.

Mentor for the day, Ant Simmons from GPY&R.