Wanting to have more fun this year, DDB chief creative officer Damon Stapleton takes a look at why creativity is more important than money.
Marketing, advertising & media intelligence
DDB chief creative officer Damon Stapleton recently faced one of the tougher interviews of his career while in Cannes.
Damon Stapleton spots a few new faces at Cannes but finds comfort in the familiarity of what the event has always stood for.
What makes a conversation memorable? Damon Stapleton believes the answer might lie in the words of a few taxi drivers he's encountered over the last 20 years.
Damon Stapleton argues that you never go to D&AD expecting to win a pencil. And that's exactly what makes the show special.
DDB chief creative officer Damon Stapleton says that rather than capturing a cultural moment, Pepsi's ad provided a parody of it.
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Lotto New Zealand has a long history of selling more tickets by focusing on the joy of the big win. But, more recently, it's also tried to sell more tickets by focusing on the joy of giving, promoting the fact that those tickets help fund various community projects around the country. Last time it was Jesse Mulligan telling some of those stories. Now it's turned to a young, fictional football player called Dylan who sees his life change with a single kick of the ball.
It’s been a year since Lotto sailed the pirate ship in ‘Pop’s Gift’ onto Kiwi TV screens, and the organisation has now followed this up with another fantastical piece of storytelling in a new spot called ‘Mum’s Wish’.
DDB chief creative officer Damon Stapleton on how being a good creative means pushing beyond the expected and how the best ideas can never be a commodity pushed out on a conveyor belt.
Do you find yourself watching infomercials late at night? Do you wonder how they can possibly still be a thing? Would you be surprised to hear that a company producing infomercials is one of the biggest media spenders in New Zealand? If you answered 'yes' to any of these questions (or even if you didn't), then this is the story for you.
DDB's chief creative officer Damon Stapleton revisits an experience with a particularly tricky client as he makes an argument for keeping things simple and producing great work worthy of people's time.
With the advent of automated buying, there's a growing consensus that marketing communications need to be short and snappy. But after walking in on four young creatives huddled around a laptop, DDB chief creative officer Damon Stapleton learnt that longer form storytelling is far from dead.
After a short chat with his war veteran grandfather, DDB chief creative officer Damon Stapleton was reminded of how powerful simple language can be.
As Mad Men comes to a close, DDB chief creative officer Damon Stapleton considers whether the end of the show also signifies the end of advertising as we know it.
Damon Stapleton reckons just 15 percent of the 100 or so Super Bowl ads could be classified as any good. And, given the pressure on agencies and clients to produce great work, that's not such a good hit rate. But he believes the idea that being weird is a far greater sin than being average is one of the major reasons.