Speaking on where creativity needs to go, Julian Watt, Net#work’s executive creative director says: “Both these awarded Net#work campaigns utilised multiple media solutions that worked to entertain people. Advertising isn’t about ‘above- or below-the-line’ anymore. It’s about producing meaningful, memorable impressions on people. If that takes direct marketing, then that’s what we need to do.
“The agency of the future has to be able to leverage multiple ‘media’ executions to help their clients reach people. Entertainment is the difference between advertising and content. People have to want to see the work, or it won’t work.”
Combined, the BBDO and Proximity networks notched up 918 points – a lead of more than 250 points over its nearest network competitor. With no other BBDO member contributing to the top 50 direct marketing campaigns, Net#work BBDO was instrumental in BBDO’s overall success.
