...as overachieving Kiwi expat Mark D'Arcy hops on the Facebook bandwagon; DraftFCB's Matt Scott sits down as chair of the Direct Marketing Network; Tony Clewett is named as New Zealand's Caples ambassador; Pacific Micromarketing announces a new business development consultant; and EYE Shop announces its new Aussie/NZ overlord.
D'arcy accepts friend request
AUT alumnus, World Class New Zealand award winner and Time Warner big wig Mark D’Arcy (check out our interview with him last year), has taken up the newly created role of director of global creative solutions with Facebook, where he will be tasked with getting marketers to pump more cash into the social network’s coffers and better monetise its 500 million members.
When he spoke with StopPress last year, D'Arcy was committed to the idea of media-led creativity to help advertisers create content and it seems he will be continuing down a similar path in his new role. In an interview with The Wall Street Journal following the announcement, he said “there is a great need for the creative community … to learn how to leverage the incredible power of Facebook to improve the way brands tell stories".
According to Mashable, Facebook reportedly took home $1.86 billion in 2010 from ad sales alone. But clickthough rates of .05 percent to .06 percent for its ads were less than the industry standard of o.1 percent for banner ads. And with a sense that Facebook is increasingly intruding on its users with its highly targeted ads (and often taking liberties with personal information), it'll certainly be a tough gig. But D’Arcy, who will remain as president of Time Warner Global Media Group and senior vice president of Time Warner until May, told the WSJ he believes there's a difference between intruding on someone’s digital life and engaging them in a way that gives value to both the consumer and the brand.
Before starting at Time Warner in 2004, D'Arcy had won numerous creative awards and accolades for his advertising work, both in the US and internationally, including two of his commercials being named in Ad Week's Top 50 commercials of the year in 2001 and 2002. He's also written a children's book, Why the Chickens Crossed the Road during a one year sabbatical spent on Waiheke Island.
Most recently, he was part of the besuited gang of Time Warner executives who ventured to New Zealand to strike a deal with the government to keep 'The Hobbit' in New Zealand.
The DMN was launched in late 2008 and was tasked with growing the understanding, use and value that practitioners, agencies and suppliers gain from direct marketing, while at the same time protecting the consumer and their interests.
Commenting after the vote at Marketing Association’s AGM, Scott said he was "looking forward to working with a great mix of client and agency leaders and building on the excellent work already completed by the DMN".
DraftFCB put in a top performance at the most recent John Caples festivities, and Tony Clewett, creative director at DraftFCB, has been invited to serve as the John Caples International Awards Chairman for New Zealand.
Clewett has served as a Caples judge in the past and has enjoyed numerous award successes, including three golds at the most recent show.
The Caples awards are among the most prestigious creative awards in the field of direct and interactive marketing and are truly international in scope, with entries submitted from all over the world, largely driven by the international chair network.
"New Zealand seems to do exceptionally well at these awards. Heck, we even beat the Aussies. So I’m here to ensure that trend continues. And also keep the local industry up-to-date with news and entry deadlines.”
Boyde by success
Pacific Micromarketing has appointed Warren Boyde as business development consultant. He joins the Auckland-based data and customer insights organisation having most recently held a similar role with Kinetic 121.
Pacific Micromarketing manager Tony Bozzard says Boyde's background in DM and multi-channel marketing makes for a good fit and bodes well for PMP’s growing reputation in end to end campaign services.
Cookin' with gas
Cook brings over five years experience as national sales manager with ACP Magazines in Australia, where he was responsible for the national sales of ZOO Weekly, Empire and Rolling Stone's print and online properties.
Originally from the UK, Cook moved to Sydney in 2000 and joined EMAP Australia's consumer magazine division working across FHM and FHM Collections, before launching Empire and ZOO Weekly into the local market. He has worked with some of Australia’s largest advertisers, such as Nestle, Unilever, Toyota, Dairy Farmers and Jim Beam.
“Ben joins EYE at an exciting time for the Eye Shop business," says Michael Callaghan, general manager, Eye Shop. "With the launch of MOVE, the recent acquisition of sites in Westfield externals, the growth of our digital network, the addition of ambient specialists and the latest launch of EYE’s groundbreaking Neuro Imaging research, there’s immense opportunity ahead for our clients and their brands. We look forward to Ben working with our clients to ensure we continue to meet the growing demand of retail media by some of the largest advertisers in the country.”
Ben commenced with EYE on Monday, March 28.