Auckland agency wins with 'top creative work'

BY IRENE CHAPPLE

Advertising agency Foote Cone and Belding, Auckland, is the best in Asia Pacific, according to esteemed New York-based magazine Ad Age Global.

The "tough decision" for 2001's top regional agency was between 25 entries. It is based on financial performance and creativity, and judged by industry journalists.

They noted FCB's four wins out of five pitches last year, and the retention of client Mitre 10 after a competitive review with other agencies.

FCB's revenue was $3.1 million last year, up from $2.02 million in 1997.

However, reports Ad Age Global, the scales were tipped with FCB's "exceptionally strong creative portfolio", generating solid returns for the clients.

"Although most of the ads were developed on shoestring budgets," writes Ad Age Global Asia editor Normandy Madden, "they demonstrated more ideas and even higher production values than every other entry from the region."

The judges extolled the virtues of the Pams' advertising campaign - featuring "Naked Chef" Jamie Oliver - and Public Trust.

"The production values were uncommonly high," says Ms Madden. "I found most of them very engaging, and that's unusual. When you cover the advertising agency as a job, it's easy to get jaded about TV ads."

Ms Madden says consensus among regional executives is that New Zealand is now leading the creative field in the Asia Pacific region, taking over from Thailand. She spotlights Saatchi & Saatchi Wellington as "one of the network's best offices ... had they bothered to enter," she says, "they might well have been strong competition for FCB, Auckland."

FCB chief executive officer Greg Eichmann says the agency's staff are delighted with the win. "It's given an agency that might have been seen as a turkey the wings to fly," he says. "Ad Age Global is as good as the bible in the industry."

However, the accolade will remain low key, and won't be blasted out on billboards across town or put on FCB letterheads.

"We're not trying to blow smoke," says Mr Eichmann, "but we're simple sort of people.

"I might put something discreet up on the wall at home, and we'll be celebrating with staff."