gavin and russell barrett: st xavier's zeitgeist conference 2014 interactives series
TRANSCRIPT
D E C E M B E R 1 6 T H , 2 0 1 4
G A V I N B A R R E T T , F O U N D I N G P A R T N E R & C R E A T I V E D I R E C T O R , B A R R E T T A N D W E L S H
R U S S E L L B A R R E T T M A N A G I N G P A R T N E R
C H I E F C R E A T I V E O F F I C E R B A R T L E B O G L E H E G A R T Y
A N I N T E R A C T I V E S E S S I O N W I T H
M E E T R U S S E L L
In the 18 odd years that Russell Barrett has been in advertising, most of them have been just that. A little odd. He started off at Rediffusion DY&R as a trainee copywriter and brochure bitch. While there, he managed to learn a little and build a portfolio of pure paper Lions. He moved on to Ogilvy as a Senior Writer, a mid-level egotist and a junior award winner. Ogilvy gave him the opportunity to learn even more and win his first and then subsequent series of awards.
The next step was as a Creative Director at Leo Burnett, where over 5 years, some of the paper Lions transformed into real ones. He continued learning (a recurrent theme), winning businesses, awards across media (Golds, Silvers, Bronzes, finalists @ Cannes, The One Show, Andys, Spikes, D&AD, London International and two Grand Prix at the Goafest in India) and found himself change, for better or worse, into an Executive Creative Director. At Bates India.
He then left to learn at BBH as the Creative Head and in the next two years got promoted to Managing Partner & CCO. He is busy trying to make BBH become all it can and deserves to be. And here is where we find him, managing and partnering and predictably, still learning.
RUSSELL BARRETT
M E E T G A V I N
© barrett and welsh
PUTTING IDEAS FIRST TO MAKE IDEAS LAST
© barrett and welsh
NOT IN THE AD BUSINESS BUT IN THE MOVING BUSINESS
Owner/Founding Partner + Creative Director, Barrett and Welsh. In pursuit of big ideas, he has: nibbled on pigs' ears (not on a live pig at the time); gone elephant-back in the Thai jungle (no elephants were hurt); gambled in a Macau casino (was utterly destroyed). His commercials have been shot by: Deepa Mehta, David Carson and Louis Ng. His poems: can be found in Penguin’s anthology of 14 contemporary Indian poets, Reasons for Belonging. His work: has run in 35 countries, helped elect prime ministers in two countries, attracted the ire of the lawyers for Dolly the clone sheep, drawn an angry crowd in Lagos, is studied in business school in Canada and India and received derisive mention in a John Irving novel. He has accumulated: 1 wife, 2 kids, a BA (econ.), an MA (eng. lit), a murderous guppy, a scruffy cocker spaniel poodle and 79+ awards for his work. His first jobs were: market researcher for Maggi noodles; sales manager for a pharmaceutical company. He cannot: sing
GAVIN BARRETT
S A M E S A M E B U T D I F F E R E N T
F I R S T S A M E S A M E
T H E N D I F F E R E N T
T H E N W H E N W H A T H O W
T H E N W E S H U T U P
S O , S A M E S A M E .
I T ’ S A B I G G O O D W O R L D
I T ’ S A B I G G R E A T W O R L D
# B L O O D Y G R E A T I D E A S
B L O O D Y G R E A T I D E A S
© barrett and welsh
http://www.youtube.com/watch?v=9TXyBHZdsJE
© barrett and welsh
http://www.youtube.com/watch?v=TVFeGE7HdJU
© barrett and welsh
http://www.youtube.com/watch?v=XjJQBjWYDTs
© barrett and welsh
http://www.youtube.com/watch?v=NnFMvQW3TGk
IDEAS TRAVEL
IDEAS TRAVEL
Human beings have reacted to ideas through the ages. And there are some ideas that work perfectly. Living through time and space.
LET’S SEE SOME ADS THAT DEMONSTRATE THIS POINT.
THESE ADS HAVE THE SAME THING IN COMMON. A SINGULAR, UNIVERSAL IDEA.
B U T D I F F E R E N T
BUT NOT ALL IDEAS ARE MADE THE SAME WAY.
SOME IDEAS NEED A LOCAL EDGE.
There’s nothing wrong about adapting a global idea.
Provided it works.
Otherwise it’s our responsibility to make it work.
BUT, WHEN IT COMES TO ADVERTISING, ONE SIZE DOES NOT FIT ALL.
SOMETIMES YOU CAN TAKE FROM THE LOCAL AND MAKE IT TRULY GLOBAL
AND SOMETIMES YOU NEED TO TELL A PURELY LOCAL STORY
YOU KNOW WHAT?
SOMETIMES CULTURES CONVERGE. AND THERE’S NOTHING MORE EPIC THAN WHEN THAT HAPPENS.
W H E N W H A T H O W
Q U E S T I O N
Q U E S T I O N T H E C L I E N T
Q U E S T I O N T H E S T R A T E G Y
Q U E S T I O N T H E C R E A T I V E
Q U E S T I O N T H E M E D I A
T H E A N S W E R M Y F R I E N D
I S B L O W I N G
T H E A N S W E R M Y F R I E N D
I S B L O W I N G Y O U R M I N D
What are you doing here?
A degree cannot arm you for life. You merely have a formal education. We hope to arm you with one simple tool.
ASK QUESTIONS!
WHEN SOMEONE SAYS MAKE A TV AD, ASK WHY. WHEN THEY SAY, THAT’S HOW IT IS, ASK WHY. WHEN THEY SAY, ADAPT, ASK WHY WHEN THEY SAY ADOPT, ASK WHY.
ALWAYS QUESTION.
© barrett and welsh
http://www.desicreative.com/interview-with-gavin-barret-guy-behind-the-give-me-red-campaign/
QUESTIONS?Fire away.
© barrett and welsh