Mandie van der Merwe and Avish Gordhan, Co-Chief Creative Officers for Saatchi & Saatchi Australia, spoke to AdNews about their time at the agency so far, what their focus is for the year ahead and how long-term big brand thinking can give brands a real advantage.
“There's a sense that when you do big brand thinking that it's a slow moving beast. I don't buy that as an argument. Big brand thinking is actually holding on to platforms, holding on to brand behaviours for longer so that you give people, audiences and your brands an emotional advantage,” said Avish Gordhan.
“We've got the ability to pull these different skill sets into a room so you get the smarts of media, data, tech, digital, social…whatever is specifically needed…And then we build on that creativity and that idea, and what I can see is that it has this positive effect on the solutions that we're delivering for our clients. By banding together, we’re creating that growth, while also creating ideas to live in new and exciting ways,” said Mandie van der Merwe.
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