A day to remember: Suit mars ad man's creative triumph

By IRENE CHAPPLE

Murray Watt, creative director at advertising agency FCB, cringes when he remembers his biggest day in business.

The former farmer from the Coromandel who entered advertising aged in his late thirties scored a coup this year when the agency took the highest accolade at the inaugural Effies.

The Effies, which this year took the place of the Marketing Awards, are internationally franchised awards which celebrate advertising effectiveness.

They run alongside the AXIS Awards, which celebrate creativity in advertising.

The Effies were seen as vitally important this year, as marketing budgets were tightened in response to the global economic climate.

FCB's campaign for Pam's food used celebrity chef Jamie Oliver, raised sales by 20 per cent - worth around $60 million - and took the Effies' Best in Show.

Pam's image as a "frumpy, apron-clad woman with cardigan and slippers" was lost in favour of Oliver's attributes of "quality, contemporary and cool".

Not so hot, however, was Watt's suit, which he'd hired for less than $100 and was, he recalls, rather ugly.

"I thought we'd all be going [to the Effies] to drink the free champagne, not have to stand up in the cheap suit like an idiot." Plus, subsequent publicity revealing Watt as an Auckland advertising executive busted the pretence he'd kept up with old mates that he was working as a labourer.

Watts reckons he's no longer welcome at the pub where he used to drink beer with a bunch of panelbeaters.

"I remember it as a bit of a nightmare really," says Watt.

"And the shame of the suit was such that I went and bought another suit.

"But I haven't had a chance to wear it since."

But, he admits, "I am glad that before I drop dead I was involved in an advertising campaign that did what it was meant to do."