Page 41 - AdNews Sep-Oct 2021

ROB CAMPBELL•CHIEF STRATEGY OFFICER
Key goals at the agency for the next 12 months?
There’s a ton of cliche responses I could give, and most of them are true. But honestly, my goal for the agency is for us to cause some good chaos with creativity.
What’s your favourite part
of your role?
Given I’m so ancient, I can say
I have had the time to work out what I really love most about my role. And while I could say a lot of stuff that makes me sound clever, the reality is it’s anything that revolves around creativity, culture and chaos. I don’t care if
it’s learning, listening, arguing, nurturing, provoking, defending, challenging or pushing. I believe my goal is to help colleagues and clients provoke the future rather than nicely package the present.
What attracted you to Colenso?
I’ve been incredibly lucky to
have worked at some of the best global agencies in the world, all around the world, and I’ve always seen Colenso as one of those. So when the offer was made, it was a no-brainer. Especially as it got me out of living a year in lockdown in England. Thank you, Colenso and New Zealand.
KAT TADAKI•ART DIRECTOR
Favourite thing about being an
art director?
My favourite thing about being a creative is knowing my superpower is the ability to change a person’s behaviour or perception towards something, through a creative idea. I don’t think I will ever stop being in awe of that. In terms
of being an art director, I really enjoy collaborating with people when it’s time to bring an idea to life. Designers, photographers, illustrators, prop makers, UX/UI, directors, artists, musicians — the list goes on. The work only gets better with collaboration, and the connections and inspiration that comes with that process, as well as the knowledge exchange, is truly priceless.
What does a typical day look like for you?
You know Fruit Ninja? That app/
game that was cool like 15 years ago — where fruit comes flying at you and you have to try slice it up as many times as you can before it falls to the ground, and you have to try avoid slicing the bombs in the air, too? Yeah, my day looks like that. A colourful chaos. A fruit salad,
if you will — where cantaloupes are briefs/concepting, production revisions/approvals are kiwifruits, client feedback and debriefs are watermelons, and shoots are strawberries. Bonus points = food left over from meetings. Needless to say my katana skills are pretty good now.
What’s the most challenging part of your role?
I know I’m not alone when I say this. I’ve struggled with this
my entire career and I’ve tried everything but I just can’t seem to get on top of it. Every month I say
to myself, “I’ll be better this month. I have to be.” But every month I let myself down. Maybe I should start my day with positive affirmations about it. “My time is valuable
— I will complete my timesheets.”
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