Page 46 - AdNews Magazine Jul-Aug 2020

Profile
understand how I could marry the skills I had, the rigor around understanding business environ- ments and growth opportunities, with getting to that answer in a very different way.
“And through a series of events, I took almost a year off backpacking, and then ended up at the advertising agency Leo Burnett Sydney in 2003.”
He was brought in by Todd Sampson, the former CEO and chair of Leo Burnett Australia, and now a documentary-maker and television presenter.
“When he was the head of strategy as opposed to a global media powerhouse, he hired me and he wanted to turn me into a planner,” says Graham.
“We just got on well. Todd really pushed me to understand the power of creativity.
“And I probably, in those early years, almost swung too much the other way, spending lots of time in the creative department, great minds doing brilliant things.
“But I was so fascinated and inspired by this new world of problem solving and these new people that were being entrusted to do it. They were really forma- tive experiences for me and take me through to where I am today.”
At the moment his creative out- let is his children.
“I find creativity around three young dreamers who draw and dance and act all day long, it’s a wonderful space for me at the moment,” he says.
“In the past I’ve very much been interested in photography and playing a lot of sports. Now I find the best place to clear my mind is simply spending some time alone outdoors, so I’ve re-embraced surf- ing and running.
“But at the moment I’m finding I’m channeling it more through just understanding the world through the eyes of young people. And that’s quite a cool thing.”
The future
How will culture change now?
“I can see creative businesses, and certainly how M&C Saatchi will be run, will be increasingly focused on empathy and account-
ability,” he says.
“I can see creative businesses, and certainly how M&C Saatchi will be run, will be increasingly focused on empathy and accountability.”
“It’s empathy for customers, for clients and the different skill sets within our business, and people that haven’t always received the credit they deserve. What I mean by that is operational leaders.
“The only reason we’ve been able to go and engage in the way we have is the brilliant work from our technology legends, our HR lead- ers, the way they’ve approached a flexible working environment for our people and their engagement with our clients.
“So, empathy for what everyone brings to the table and I think accountability; holding each other to account is what we all need to do as an industry, and it starts internally.
“The work we do with our clients through this downturn, we’re going to be held to account for what we collectively spend and the associated return, and that’s something that I’m saying to my senior leaders at the moment.
“But what won’t change is what my passion is, which is the power of creativity to unlock new customer value in business.
“I see opportunity everywhere, we work hard at it, and we’re fortunate enough to work with many influential blue-chip brands.” These include Woolworths Group, CommBank, Optus, TAB,
Tourism Australia and Lexus.
“Fantastic brands that are rich in customer experience,” says
Graham.
But as the industry comes out of the pandemic, what does customer
experience look like and what does digital acceleration look like?
“l agree with the sentiment around the opportunity to accelerate
change,” he says.
“We have been challenged in many areas and will continue to be.
Every leader will be.
“I’ve always felt that M&C Saatchi is an incredibly integrated busi-
ness. We work off of one P&L, we report that into the UK. But that has absolutely accelerated over this time.
“We are bringing our data, our technology, our media capabilities closer to our creative capabilities.
“We’re breaking everything down. That was always the intent, but now there’s a burning platform to go and do that because of the opportunities in the market. And we are running at it fast. And that’s exciting.”
Justin Graham speaking at Cannes (top).