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5 minutes with... in association withAdobe Firefly
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5 Minutes with… Brendan Willenberg

08/05/2023
Group745
Advertising Agency
Sydney, Australia
300
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Archibald Williams’ ECD and creative partner checks in with LBB’s Adam Bennett to discuss creativity, career highlights, and why he’s not scared of AI just yet
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Brendan Willenberg, as he insists on his website, “isn’t as serious” as he appears in his photo. That’s true, thanks to his engaging, reflective style and the all-important ability to make people laugh. But, on the other hand, Archibald Williams’ ECD and creative partner can already look back on a creative career which demands to be taken seriously. 

Via his work for household name clients including Tourism Australia, Rexona, Tourism Tasmania, V Energy Drink, Sydney Water, Amazon Prime, Gumtree and more, Brendan has racked up a slew of awards. It all adds up to mean that, when Brendan speaks about the state and future of the industry, you’ll want to listen. 

Here, he reflects on the ever-evolving definition of ‘creativity’, the work which truly stands out in his memory, and (perhaps most importantly of all), the one song that will change our lives… 

LBB> Brendan, let’s start at the very beginning - what kind of kid were you growing up, and when did it first dawn on you that you were a ‘creative’ person?

Brendan> I was definitely not what you’d call a creative kid growing up, but I think that’s because there was a really narrow view of what ‘creativity’ was back when I was young. You were only creative if you could draw or paint or do anything in the visual arts world. 

What I did have to my advantage (that I only realised later on in life) is that I’m equally left and right-brained having excelled in English at school yet gone on to study Financial Mathematics at University. I think this intersection has given me great analytical skills and keen problem-solving ability. This is what I now recognise as creativity… especially in the commercial space.

LBB> Looking back on your career to date, are there any specific projects - or perhaps specific moments - that stand out in your memory as especially significant or defining for you?

Brendan> I love all the trapping that comes with a (now quite long) career in advertising. The overseas shoots, the awards, the lunches and all the other fun stuff but what genuinely gives me the most joy is seeing all the people I’ve met and mentored along the way now killing it. From students from my time running AWARD School to juniors I’ve worked with who are now CDs in London, Amsterdam and NYC. It also gives me hope that they’ll employ me later in life when I’m washed up!  

LBB> And is there a particular kind of project that you’d especially love to work on in the future?

Brendan> Some of the best campaigns I’ve been fortunate to work on in my career have taken years to bring to life and I have two in particular that I WILL see come to life in the next few years. Both came to me on separate long haul plane rides in the last two years, so maybe I just need to travel more…

LBB> Soon, it will be a year since you joined Archibald Williams as ECD and creative partner. To what extent has this first year gone as expected - and how have your goals or vision changed in this time?

Brendan> Has it been that long! It’s felt like minutes. I have had an amazing start to my tenure here, we’ve released four campaigns I’m incredibly proud of for clients like Cancer Council, The Australian, Brisbane Broncos and Sydney Children’s Hospital Foundation. We’ve also had some great new business wins with organic growth from existing clients and picking work for clients like Breville, Luna Park, and a soon to be announced major global sporting franchise. 

With such a whirlwind start it’s only now that I’ve been able to focus on the new agency vision and look. Our business is one built by two phenomenal planners from different backgrounds (Brand and Data/CX) so we’re in the process of encapsulating this approach in an exciting new offering for the market.

LBB> Would you say that you have a ‘leadership style’ - and how would you describe it if so?

Brendan> I’ve had the good fortune in my career to work for a few exceptional creative leaders. Paul Nagy, Rebecca Carrasco and Ben Coulson… they all have a very similar style and I think that has subconsciously rubbed off on me. 

Create the right conditions and expectations for creativity to thrive, then get the hell out people’s way. Be there if/when you’re needed, check in to course correct if/when it’s needed, but don’t micromanage.  Also, and I think this is the most important element, be a calming force and approachable. Creatives, or anyone for that matter, should feel like they can come up to you with half-baked thinking scrawled on a receipt and know that you can help them spot the potential in the idea and not tell them to piss off.

LBB> Over the course of your career you’ve led winning pitches to some of the biggest clients imaginable. So, without wanting to give your game away… what’s the secret to a great pitch?

Brendan> It’s not rocket science. It’s chemistry and creativity. Check in as often and as early as the process will allow, and iterate on the final presentation in partnership with the client. Also, respond very quickly (same day or next) with any feedback/notes/niggles the client might have after the final reveal. I think pitches are as much about HOW you’ll work together as it is about the final idea.

LBB> We’re having this conversation at a time where there’s a lot of noise in the industry regarding AI. Have you been using AI in your work at all, and are you broadly optimistic or broadly fearful about its impact on creativity?

Brendan> I haven’t used it, but I can tell when people in our team are. I think it might become a useful tool to help automate some of our day-to-day work but I’m not fearful in the slightest for big thinking and creative leaps. I think creativity is creating unexpected connections between disparate elements to create something new. When AI comes up with a Sony Balls, Cadbury Gorilla or McWhopper… I’ll eat my hat. 

LBB> Outside of work, I understand that you’ve got a passion for collecting jazz records. In case this article has any jazz-curious readers, do you have any recommendations you’d care to share?

Brendan> Well, my passion for record collecting spans far and wide beyond jazz. I have a deep passion for black music from the mid 60s onwards. Later forms of Jazz are certainly one part of that but also soul, funk, rare groove, afrobeat plus a love of disco and electronic music.

If you are to listen to one song to change your life, make it “What About You” by Carl Hall. On a jazz tip, anything from the Black Jazz Records. For electronic music “Lady Science (NYC Sunrise) by Soul Capsule”


LBB> Finally, imagine you have the ability to travel back in time and give your past self one piece of advice. What would you say, and why?

Brendan> I would say this to both to young me and to anyone else reading - prioritise mental health early on in your career. The long hours combined with the high pressure and “late nights” can take their toll and accumulate after a while. My words to ‘early career Brendan’ would be “take an early mark occasionally, cut yourself some slack, and you really looked terrible with that shitty poet haircut you rocked for a good few years”

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