The pitch: When it comes to talent, we don't know how lucky we are

By ANDREW STONE*

I was speaking to a mate of mine

just the other day

A guy called Bruce Bayliss actually

who lives up our way

He's been living in Europe

for the year, more or less

I said "How was Europe, Bruce?"

He says "Fred, it's a mess"


Almost 30 years on since Fred Dagg sang in a black singlet, it's amazing how we've probably all had a recent conversation in the last year with someone like Bruce.

Now, more than ever, we are realising how lucky we are and my sense is that this also extends to the business environment.

The truth is that despite New Zealand's tiny size, in many fields we are world class.

We still have clients who are given the freedom to perform and are willing to take a calculated risk.

We have consumers who are willing to appreciate the value quality brands can deliver to them.

We have a communications industry (agencies, production companies, performers, the media) who are good enough and nimble enough to embrace such opportunities.

This is worth preserving, so we don't have to put up with the screeching retail environment that Australia has - or worse still, Australian voices screeching at us on our TV screens.

But there are influences that are conspiring against us. The march of the "near enough is good enough" folks overseas, who will happily run inappropriate work in our market, needs to be halted.

The argument can be won only one way - by competing in their markets.

For years, the TV production companies have led the way in deriving much of their revenue from overseas.

Now, increasingly, there are examples of New Zealand marketing professionals and their agencies convincing their counterparts overseas that the solutions we can provide will be more effective, probably less expensive, and can also be produced in half the time with a lot less hassle.

We need to keep spreading that word.

Consider these examples of local agencies who have worked closely with their New Zealand clients to produce work and handle business internationally:

* Lowe Lintas handles Vodafone and Burger King in Australia

* GeneratorBates produces most of Sony's TV work throughout Asia/Australasia, and produced the latest Schick TVC for Australasia

* MearesTaine manages the Macquarie Bank business in Australia

* Saatchi's Toyota work runs around the world

* DDB's McDonald's work runs in international markets

There are many other examples.

So, how can we keep the momentum going?

First, let's believe in ourselves and invest to back ourselves that we will produce a better result.

Second, let's attract as much good talent back here as we can and make sure we retain the talent that we already have.

Wherever we can, let's support New Zealand production companies, agencies and clients.

And let's spread the word to clients here and overseas that there is a creative can-do community in New Zealand that is world-class and willing.

We don't know how lucky we are, mate. We don't know how lucky we are.

Let's keep it that way.

* Andrew Stone is chief executive at GeneratorBates.

* Submissions for The Pitch are welcome and can be sent to: simon_hendery@nzherald.co.nz