David Walden – ‘the adman’s adman’
A tribute to an advertising legend.
A tribute to an advertising legend.
Advertising legend David Walden died on Saturday October 3, aged 66, and the tributes have started flooding in.
Mr Walden’s many achievements included starting up the local outpost of Whybin\TBWA in Auckland, the creation of ASB's Goldstein and the launch of 2degrees.
Widely known as "Devo" or "Waldo,” the larger-than-life adman is also celebrated for his sharp wit, unforgettable one-liners, warm personality and penchant for long lunches.
His funeral will be held at Holy Trinity Cathedral, Parnell on Thursday at 2pm.
Below are a number of tributes to Devo from his family and friends in the industry.
If you would like to send in your own tribute for publication, please email cgibson@nbr.co.nz
Angela Griffen and family
David Walden, legendary advertising man, creative thinker, mentor to many, philanthropist, commentator, much loved father, husband and friend died peacefully this morning (3 October).
He was the driving force behind some of the most memorable advertising campaigns and work – including the game changing ‘Goldstein’ campaign for the ASB – and was the leader of successful agencies including Whybin\TBWA and Saatchi & Saatchi.
But most importantly, to those who knew him well, he loved to see talent grow and thrive or make a difference where it most mattered.
As one of his young protégées said, “He was an amazing person who did things his own way.”
But it wasn’t just about the industry. David touched the hearts and minds of many beyond his family, whom he was fiercely loyal to. He has legions of friends who give testimony to his wisdom and generosity.
Everyone who knows and loves him would say, “Absolutely!”
His family – Annie, his wife, and Joanna and Michael, his children – celebrate an extraordinary life.
Tribute video for David Walden's Axis Lifetime Achievement Award:
justONE/.99 managing director Ben Goodale
Devo was the adman’s adman. Flamboyant, gregarious, generous, witty, but also equipped with a sharp mind that quickly grasped the issue, Devo won the trust of clients and colleagues brilliantly. You can see that in the tributes already being paid to him, and the work he is famous for that was built on client trust – especially ‘Goldstein’.
What I particularly admired about Devo was the fact he was happy to speak out and not be just a spokesperson for the agency but also for the industry. Indeed, he was able to transcend advertising andbe part of the macro media landscape, something few ad people achieve. He always spoke so well off the cuff, and with wit and charm, and could hold a debate. The industry has lost a great and powerful voice.
He is also well remembered for being an accomplished luncher. In this age of ever-decreasing downtime, enjoying a good lunch is becoming a real luxury (witness the rise of shared plates rather than your own plate), and I certainly learned an awful lot about where to go and how to make the most of it. A hot tip from Devo was to always learn the waiter’s name, and act like you own the place!
Former NBR media writer and author of Sell! Hazel Phillips
Devo was the go-to guy for a colourful quote for a story, someone you could always rely on to have a humorous but insightful take on whatever the issue of the day was.
Underneath that sharp wit was an incredibly kind heart; as a journalist I'd given him hell, but he still found words of encouragement to send my way when I was writing Sell!, and his words made all the difference to me at a time when I was convinced I was destined to fail.
I trust the afterlife will provide him with one hell of a long lunch.
Whybin\TBWA regional chairman Scott Whybin
Devo was the best suit The Campaign Palace ever had. I loved him.
It's the reason I opened the New Zealand office, just for the rare chance to work with him yet again.
He was an inspiration at Whybin TBWA. He had largesse. He lit up a room. And he was the best at the game.
In fact, the bigger the problem, the bigger the white horse Devo rode in on. I loved him and I always will. He was my mate.
Hold all tickets, Heaven. Stand by, Devo's on his way and, God, you won't know what's hit you. And please have some Bluff oysters for him with a fine New Zealand wine. Heaven will be a better place for it.
Rest in peace, my friend.
David Walden talks about Goldstein (starts at 1:15):
ASB chief executive Barbara Chapman
Devo was the master. Funny, witty, wicked – one of the sharpest advertising minds on the planet.
Through ‘Goldstein’ Devo pushed aside the traditional and boring and created a character who made New Zealanders see that ASB was different. “We don't want belly laughs,” he would say. “We want charm.”
We had our moments too. Unbelievably, we would sometimes be in production without a script. And at other times we'd have a fight because the script had no mention of the product or the bank. We would get lost, drenched, stand in freezing rivers to check on some ridiculous light reflection and get into mischief in general. But, as Devo often said, “Pressure does indeed make diamonds.” They were the greatest of days.
Devo will always be part of the ASB family. With one hand in the lolly jar and another holding a wine glass I salute you, my dear friend. Vale. May you now be having the longest lunch.
Assignment and Lewis Road Creamery co-founder Peter Cullinane
David Walden was advertising personified – in an era when advertising was larger than life and could truly change clients’ fortunes. In fact, he was born to it. It’s impossible to imagine him in any other role than as an advertising impresario. At Saatchi’s Auckland, where I knew him, Devo was the life and soul of the agency. David personified the agency motto of that time that “Nothing’s impossible.”
He was a master of marshalling the team to produce the goods and a master of working with clients so they had confidence in work that would otherwise never have seen the light of day. His secret? He really, truly believed in what he did, and he did it with a flair second that was to none. And he was prepared to back his creative teams to the hilt. It was a matter of honour to ensure the agency’s finest work got to see the light of day.
David clocked up a raft of great campaigns to his name, and loved the recognition they earned for the agency. He loved sharing the love!
It’s hard to imagine anyone else filling his shoes. The individual he was and the industry he was such a part of was somehow a moment in time. Things are not so exciting anymore and have just become even less so with his passing. He’ll be sadly missed.
Image Centre Group executive director Mike Hutcheson
I don’t know anyone who could work a crowd like Devo. Each time I saw him at a function the immortal words from My Fair Lady came to mind: “Oozing charm from every pore, he oils his way across the floor…” And I don’t know anyone who could resist the approach when he turned his ‘Charm-o-meter’ up to full power. The party was never dull when Walden, D was in the room.
At his instigation I once arranged a lunch at Andiamo (where else?) to introduce him to Dave Atkins, who he was keen to meet. Dave had likewise heard plenty about Devo and on our way to lunch asked for a heads up on what he could expect. I said, “He’ll be about 20 minutes late and will explode into the restaurant, beaming, with arms outspread saying “HUULLO!! I’m here! Now the party can start!”
We duly sat down at the appointed time and precisely 20 minutes later, Devo exploded into the restaurant, beaming, with arms outspread saying, “HUULLO!! I’m here! Now the party can start!”
We had a terrific time; talked a lot, ate well and drank better as Devo ordered some of the most expensive wines from the cellar – and when we’d finished, left us to pay the bill ($891). For Dave, a Westie boy who only drank Steinlager, this was something of a revelation.
But somehow you could never be mad when you’d had lunch with ‘The Great Waldo’ – the story was always worth the price of the meal.
Former TVNZ head of news Bill Ralston
Dave Walden was the last man standing in the classic Mad Men advertising world that grew out of the 1970s, 1980s and 1990s.
A long luncher and splendid companion, he somehow managed to seamlessly combine both work and pleasure and extract the best results from both.
Devo had 'soul'. I, for one, will miss him terribly and I know all his other friends, colleagues and clients will, too. David Walden was a very rare vintage.
David Walden talks about the Cannes Lions advertising awards (starts at 2:30):
Sir Ray Avery
By my reckoning I have lived about 80% of my estimated lifespan. In that time I have met Nobel Prize winners, internationally acclaimed actors, authors and entrepreneurs. Without exception they have failed to impress. But Devo was, and is, Caesar among men. In true Caesar style he would always arrive unfashionably late and exclaim "I have arrived; now the party can begin!"
This was not vanity but true affection for his audience.
Devo was past the cliché world of the mad advertising industry. He just wanted to communicate with people, to tell a great story. And at this he was a genius. When we met we would hold each other in the longest embrace that only men of substance and Mafia good fellows know and then give each other a kiss on the cheek to say hello.
Devo was my friend, a mentor and quite possibly the cleverest communicator of ideas for everyone; and if there is a heaven I want to be on Devo’s table for an eternal lunch.
Former head of Colenso BBDO Roger MacDonnell
Farewell Devo, old friend.
Although I didn't ever work with Devo, I knew him well. Indeed, everyone who worked in advertising knew him well. He was that kind of guy. Everyone is going to say that Devo was ‘larger than life’. And that's because he was. Big, loud and lovable. I can see him now, making a grand entrance through the restaurant doors. Ready for a long lunch and maybe the odd wine or three (bottles that is).
Devo took lunching to another level. And it was always enjoyable, with good food, wine and conversation, plenty of joking and sometimes some singing. He had a wonderful voice.
I loved Devo's company and over the years admired his agency. He was one of the few admen who understood the importance of creative, culture and campaigns. The industry is much the poorer without him – and certainly not as interesting.
One Plus One managing director Kelly Bennett
With his charisma, quick wit and street smarts, David Walden (Devo) was a boss like no other.
He was similar to the great filmmaker Orson Welles – wide of girth, ready with a smile, kept the people he liked close to him and always got the best out of them.
I worked with TBWA and Devo for seven years – the longest period I’ve ever spent with any company or employer – and helping him with the profile and reputation of the agency was always influenced by his encouragement or expectation.
Devo recognised the value of public relations long before it became commonplace to develop the offer within New Zealand advertising agencies, and he always courted the media to great effect.
He was the best spokesman I’ve ever worked with and had a rare ability to cut to the point about an industry issue with a pithy sound bite or deliberately provocative remark.
When times were tough he’d often say “pressure makes diamonds.” Now that he’s gone, his legacy and influence will no doubt shine on in just the same way.
Two Views director Andrew Stone
Supposedly people will forget what you said or did, but will never forget how you made them feel. With Waldo you remembered all three. You kind of knew he was going to enter the room, arms out wide with a “Hooley, Dooley!” or an opportune “Up, up, up!” or a reminder that “Open and honest – that’s our policy!"
He could make Monday morning WIPs feel like the best part of the weekend; he could convince a client that their ad being way over budget and two weeks late was the best thing for their launch; and he could even fire people (usually "because the creatives didn’t like them!”) and leave them thinking it was a great career move for them.
Through all that, his love of Annie, Joanna and Michael was a reminder to the agency party world that family was the most important thing.
It’s even thanks to him that I met Nicki, because he’d hired her. In the past few months I’ve caught up with him a few times. As always he was generous and we laughed, we spoke about being there when advertising was at its best, we got a little philosophical … and I left feeling better for the way he made me feel. Saturday was the day the music died.
Hunch director Michael Goldthorpe
They say that working under Devo was “the best job in advertising.” Well, to be fair, Devo always said that working under Devo was “the best job in advertising.” Thing is, he was right.
It wasn’t an easy job. Devo made sure of that. It was far from being a normal job. Devo made sure of that. But for me, working under Devo really was “the best job in advertising.” And Devo certainly made sure of that.
He loved the work. He loved the challenge and the fight. He loved audacity and bravado and “doing it to them before they do it to us.” But mostly he loved people. He intuitively understood exactly how people ticked. That was his magic.
Looking after people was how Devo made things happen for our clients. It was how he made products and offers make sense to their customers and it’s how he gathered around him some of the most incredible people you could ever hope to meet.
TBWA wasn’t really an agency. It was a cult. But for me, and for many of us, it was family. It still is. And that’s Devo’s legacy. Thank you.
Colenso BBDO creative director Andy Blood
In the rush to celebrate Devo’s ‘largesse,’ it’s too easy to overlook the genius of the man – and his substance.
Devo founded and ran one of New Zealand's most original, successful and idiosyncratic advertising agencies for 17 years. A few of its many honours included:
Agency/management consultant Robert Munro
I was very much on the fringe of Devo's advertising circle we worked at some of the same agencies at different time (both of us had short stints as MD at FCB Auckland) and we'd meet occasionally at industry functions before I left agencies for client side work. He could never quite place me when we did meet, for he had such a huge network but the smile and brief conversation that ensued were always warm and memorable.
I last saw Devo a few weeks ago when I was volunteering at Mercy Hospice. He'd already charmed the nursing team who clearly had a huge soft spot for the larger than life Devo. Into his room I went where he was holding court - he asked for a Scotch on the rocks from the drinks trolley I was in charge of, which I prepared whilst admiring the gorgeous tribute book 'Devo' he was keen for me to see. I wanted to stay and talk about the book, the agencies we'd worked at, but time was pressing. He was frail, but the Devo magnetism was still there and that brief time serving him a decent belt of Scotch on the rocks and talking about the ad industry was a privilege. RIP Devo.
Number 8 Retail Group chief executive and Founding chief marketing officer 2degrees Larrie Moore
"Hello mate." How I will miss hearing you say that. You had many qualities, many of them mentioned here by others, but the two that stood out for me are you listened carefully to other people, and you were always charitable with your praise, you made the people you cared about feel super special. I am proud to say that you were my friend and mentor, and also the person most likely to get me in the dog house for being ever so slightly audacious. I shall never forget our long lunches, the huge bills, and the physical pain that followed; you are still the only person to have delivered a basket filled with hangover cures to my front door the morning after. It was fun mate, laugh out loud fun, and I shall not be forgetting the final piece of advice you gave me, and my wife, boys and I thank you for it. Lots of love fella, Lazza.
David Walden's 40-minute interview with Mark Sainsbury: http://www.radiolive.co.nz/Soundtrack-to-your-life-David-Walden/tabid/506/articleID/83222/Default.aspx