Batts: My favourite ad while Toby Talbot was executive creative director at DDB New Zealand.
Toby Talbot is to join Peter Biggs and Philip (Duster) Andrew at Assignment Group soon, and I wonder if as a result there will be a change of style at the mysteriously low key marketing company.
Talbot has left his job as chief creative officer at DDB in Australia, and is due to start at Assignment in July. The move brings three top names in New Zealand advertising together in an agency that famously shuns publicity.
Some of you will remember Peter Biggs from his days being a staunch promoter for Wellington and for the famously acerbic interview from Steve Braunias when he was CEO of Clemenger BBDO in Wellington. Clearly Braunias was no fan. but many advertising people are.
Later Biggsy was credited with turning around the Melbourne agency for Clems. The third part of the triangle is Philip Andrew, aka “Duster” a veteran alongside Biggs and then later himself. These are the some of New Zealand’s top admen – joining at agency that already has some big names. It raises the question whether they will break the rules of the past at Assignment will self-promote. Absolutely not, said Biggs.
Assignment would remain focused on clients not promoting themselves. Which it is fine as far as it goes, but it begs the question “What sort of marketing company doesn’t advertise itself? Biggs said Assignment would maintain a policy that it does not enter advertising awards. I wondered how that would fit with Talbot who was strongly focused on awards and who has been a judge at many. Biggs said that Talbot had changed his views since then.