"Clemenger Melbourne and the BBDO network in general is a great place,
full of clever people who I was very fortunate to work with and whom I
learnt a lot from. I'll miss many of them and, although I'm excited by
what's ahead, I'm also sad to be leaving, especially since I've enjoyed
long creative relationships with James McGrath in particular (17 years
or so), many of the other CDs, planners and staff in general.
Clemenger we always took pride in creating real work that real people
saw. If the work won awards, that was a bonus. I plan to continue that
ethic. (It's weird to even have to make that distinction but, as we all
know, the industry can lose sight of itself sometimes.) I've always been
interested in creating long-term brand platforms, big integrated
campaigns and, at best, ideas that transcend advertising and reach
"In the very short term, I'm taking some time out for personal creative projects while I think about the next steps.
the future I'd like to work a bit more flexibly. I have lots of ideas
for digital content in mind - I'm fascinated by YouTube and other online
'Creator' platforms, especially as film re-emerges as the language of
the web, with everyday tools like Instagram Stories, Facebook Live,
Snapchat, and innovations like 360 film, V.R. and A.R. It's a very
interesting space. 360, especially, is still in its infancy, its
'Charlie Chaplin' phase. There's so much ahead...
"My next move -
I could do it in a smaller way, even out on my own (I've been at huge
agencies for 20 years or so) or perhaps I'll just find another great
creative network in which to make a home. Either way, it's an exciting
prospect to be able to shape my own creative working environment.
Whatever it looks like, I'd like it to be high on effect / low on
"At times, the marketing industry can make things way
more complicated than they need to be. It is a complicated media
landscape we live in; very, very difficult to get a proper perspective
on, so we shouldn't make it more difficult by over-complicating the
Says James McGrath, creative chairman, Clemenger
BBDO Australia: "After 18 years of working together, eight years at GPYR
and ten at Clemenger BBDO, Ant with a mind full of new projects and
reflecting-on his next creative decade, has decided to leave us, to best
pursue the next chapter with openness and independence.
leaves on the world-beating high of Agency of the Year at Cannes, a
testament to his creative leadership and extraordinary ability.
cannot express enough the absolute privilege of working with Ant, he
has made my working life an extraordinary joy and obviously marked it
with brilliant productivity of the highest quality.
"No doubt our collective paths will crisscross as he works in his various capacities as a creator extraordinaire."
the past ten years, Keogh was the executive creative director of many
award winning campaigns such as TAC 'Meet Graham
', Snickers 'Hungerithm
', Bonds 'The Boys
' , Tourism Victoria 'Melbourne Remote Control Tourist
' (Grand Prix at Spikes, Winner of
South By South West interactive award 2014), National Australia Bank
"Breakup" (Grand Prix at Cannes), Four 'n' Twenty 'Magic Salad Plate
(Gold, Cannes), Australian Guide Dogs 'Support Scent' (Gold, Cannes),
Carlton Draught 'Slo Mo
' and 'Beer Chase
' (both Gold, Cannes), Carlton
Mid print (Gold, Cannes).
As a copywriter, his most famous work
was writing the on-going Carlton Draught "Made from Beer" campaign
(first created in 2004), ads including "Flashbeer
" and "Big Ad
" which was recently
voted "No.1 Beer Ad of the Last 15 Years" by One Show and included in
the Sydney Power House Museum's "Top 10 Greatest Australian Ads" and
AdNews 'Top Ten Australian Ads of All Time'.
He helped Clemenger
BBDO, Melbourne win Campaign Brief 'Australian Agency of the Year' (for
seven years out of the past ten), Cannes Agency the Year in 2017,
D&AD Agency the Year, in 2017, AdNews Agency of the Year in 2016,
Number 1 Australian Agency in the Big Won Report in 2016 and Number 8
agency worldwide, Campaign Brief Australian Creative Agency for a record
breaking 9th year, The Big Won Report #8 ranked Agency Globally and #1
Australian Creative Agency, APAC Effies Most Effective Australian Agency
2015, Mashies Most Awarded Digital Agency globally, Spikes Asia #1
Australian Creative Agency and #2 APAC Agency, Global Effie Index Most
Effective Australian Agency 2015, AdNews Victorian Agency and Ad
Campaign of the Year 2016, WARC top 100 #9 World's Most Effective Agency