In Conversation with Ian Bear
While studying graphic design, my class visited Ogilvy & Mather in Perth. As we walked the red corridors lined with David Ogilvy pearls of wisdom, a lecturer turned to me and asked me if I could see myself working there. ‘Nope.’
A couple of years later, after a stint in Sydney for a fledgling Award School, I started at O&M Perth.
SO FAR.
As shambolic and half arsed as that first Award School was, the handful of briefs and agency work experience was enough to switch me onto ideas and advertising. Mojo in Paddo was a hoot. Bart Pavlovich at McSpedden Carey, inspiring. A week in the studio at George Patts with access to a bromide camera was perfect for re-inventing my folio. The bromide guy, in cowboy boots and hat, was guitarist Spencer Jones of The Johnny’s and the soon to be born, Beasts of Bourbon.
Returning to planet Perth may have seemed a step backwards. But I met some great creatives and lifelong friends, Sherri McIver and Lori Canalini to name two. After 12 months at a booming O&M, I packed the car again and headed to Melbourne. Two years at MDA Mattingly. Then Thomson White with Frank Morabito. TW became FCB. Cadbury, Heinz, Mazda, TAB among many. The millennium found me freelancing at CHE, Badjar and Spinach. Then full-time with Steve Gill at CHE, ultimately becoming CD on Mazda.
Mazda was a tight ship. The client hated to waste money and chose to never attend shoots. Entrusted to deliver, we always did. A suit who joined from FCB on Honda, was amazed at our frictionless process from script to screen. Perhaps it’s telling that I still drive a Mazda today.
Next, DDB with Michael Mulcahy on Coles, Heinz, ANZ, Wynns and Original Juice. Recently, a ten-year FIFO stint with Red Jelly in Hobart, firstly as CD of the Dan Murphy’s account, then the whole agency. Now that I’m back north of Bass Strait fulltime, who knows what’s next. But I’m ready.
MORE FUN.
A well-worn saying is ‘You can’t soar with the eagles when you work with turkeys.’ Who you collaborate with does matter. But it’s not sure-fire unless you have or find rapport. Usually that’s not hard. Collaborators are usually motivated by the same goals. But it always helps to bring an open mind and playful attitude. We all work better when we enjoy what we’re doing. Serious about the work, but not ourselves. That’s when a brain fart can become brilliance.
Everyone knows the power of putting our heads together. Of pushing one another to something better. That one plus one is much more than just two. Done right, it’s also a heap more fun.
A LESSON.
This lesson came from John Nankervis, then joint ECD of the merged Thomson White/FCB. Creatives were as usual, bemoaning client briefs and feedback. ‘Listen to your client’ he said. Dubious silence from those in t-shirt and jeans. He elaborated. ‘You need to really listen and hear what they are trying to tell you.’ Something like that. Don’t quote me.
Upshot, clients won’t always have the words to articulate what they want.
That a big part of our job is to interpret what they do say and work out what we need to do. ‘Often the answer is inside what they say’ he concluded. Dubious heads began to nod. Slowly.
Experience counts of course. Instincts that have been honed over time are better at distilling and clarifying such stuff. With many client meetings and briefings these days, I reckon we need to listen more than ever so we hear between the lines.
Share it around…
