Kiwi prepares to steer Saatchi to safety

Nicky Bell's global track record won her the top position at the Auckland office. Photo / Steven McNicholl

New Zealand-born Nicky Bell's first job as she prepares to take the helm at Saatchi & Saatchi will be one of her most important.

The former Ogilvy international account head needs to find an executive creative director who, she says, will be more of a co-leader at the firm described to her as the 'jewel in the crown" of the Saatchi network.

"Right now what's needed is pretty forceful partnership. That person I see as someone I would lead the agency with - not to be relegated to just leading the creative department," she said.

Bell takes over at Saatchi in February as the agency faces difficult times, having long since surrendered its position of having half the advertising media spend, and following the exit of chief executive Andrew Stone and executive creative director Mike O'Sullivan.

She says the firm will be working harder than ever with clients during the transition. Saatchi has lost TVNZ, and there have been tensions with its biggest client, Telecom.

Bell said other key parts of the job were in-house and wider industry issues.

"There was a very clear brief to preserve and protect the incredible creative output. Then there's the whole question of what's happening with integration and what's happening in the media world today."

The influence of New Zealand fan and Saatchi global president Kevin Roberts could not be underestimated.

"When I was interviewed for this job, this office was described as the jewel in the crown - the fact that he has adopted this country speaks volumes about the place.

"I think it's very helpful, it's an unusual circumstance to have such a strong person in place but I think it's great and a big help for me."

The industry's challenge was to deal with participation advertising, which has empowered customers, and the fragmented ways of getting the message through.

She said big, compelling brand ideas were still crucial. There was also a risk of adopting new media channels for the sake of it.

"The pendulum is swinging away from that - everybody's getting back to the important part, which is brand stories."

New media was important but advertisers needed to have a strategy for using it.

"I think a lot of people are thinking that Facebook is the only answer and they must be on Facebook whether it's relevant or not or whether they've figured out their strategy."

While working for Ogilvy in New York, among other roles she was worldwide managing director for the Kodak account at a time when the film and processing company was facing the onslaught of digital photography.

The experience of that taught her about the power of brands that were trusted and had "soul".

Chairman and chief executive of Saatchi & Saatchi Asia Pacific Ian Rowden said Bell was a leader who brought "a vast global perspective, an impressive track record of client partnership with some of the world's best-known brands, extensive experience in brand transformation and integrated communications".

Bell grew up in New Zealand until she was 10, experiencing relatives' farms and the beach in Northland.

She returns with an Australian-born husband, also in advertising, and 3-year-old twins.

NICKY BELL
* Incoming Saatchi & Saatchi New Zealand chief executive.
* Age: 40
* Career: 1999-May 2009 - Ogilvy New York. Worldwide MD on Kodak, Motorola and Avon accounts. 1995-99 - Ogilvy Sydney. Clients included Unilever, Amex, World Wildlife Fund
* Family: Married with 3-year-old twins