DraftFCB managing director Justin Mowday has been poached to fill the same role at DDB in what for the latter is a newly created position. It’s not far from the two agencies’ offices but it’ll take him a few months to make the switch. Who is Mr Mowday, where did he come from and what does he eat for breakfast?
Why did you decide on advertising as a career?
The glamour pulled me in – fast cars, lunches and travel – whatever happened to all of that?
What was your first job in the industry when you were a fresh-faced young thing? Not to say you’re not still fresh-faced …
I started at the very bottom rung, as a Media Assistant at Saatchi & Saatchi. It taught me the importance of detail and a focus on effectiveness.
I moved over to account service at Saatchis, where I became an account director, moving on to join Generator and later TBWA. I then headed for London, working at Delaney Lund Knox Warren, and then joined The Ingram Partnership as a strategist. Then when I got back to New Zealand five years ago, I joined what was then a much smaller FCB.
What does your typical working day as managing director involve?
Well, 8am catch up with everyone and hit the first meeting, review creative work, meet some more, present a campaign to client, meet some more, talk to Hazel on the phone, meet a bit more, disagree with the Planning Director/disagree with the Creative Director/agree with the Chairman, meet again, solve a big problem, talk to a valuable client, yell at staff via megaphone, last meeting of the day, home at 7 for family time, 10.30pm open the laptop and start the day’s work...
What is it about advertising that you love?
The power of original ideas – the way they engage people and create results beyond logic.
And what do you hate?
Pretty ads that don’t actually do anything, and ugly ads that yell at you, as if at some point you’ll submit based on sheer volume.
Your top five ads right now?
Johnny Walker “Keep Walking”
Mitre 10 “Sandpit”
Pascall “Lollies For Grown Ups – Eclairs”
Sky TV “Happy Place - Martin Luther King”
Burger King “Whopper Freakout”
Your favourite people in advertising?
Bill Bernbach – not just because I have to, he was well ahead of his time.
Simon McCrudden – Planning Director at BMF Sydney.
Lee Clow – advertising as it should be done.
What do you eat for breakfast?
No time for that (don’t tell my wife).
It’s still coming (but so far it’d have to be helping grow FCB to be named Agency of the Year in 2008 and 2010).
Scarily, I suspect it’s also still coming.
Worst piece(s) of jargon used in the industry?
Let’s agree to disagree (how is that useful?)
If you were stuck on a desert island with, say, Mike O'Sullivan, Nick Worthington, James Mok and Toby Talbot, who would you kill and eat first and why?
That line up would be too daunting to eat. I’m going vego.