Andy Fackrell highlights influential work as he considers the value we should put on our ideas


Issue 33: Idea Catchers

Andy Fackrell
Regional Creative Director, DDB Group Asia Pacific

Andy is an English born, Australian raised and New Zealand schooled Art Director, and sometime Executive Creative Director. He has worked in agencies in four continents; only Africa and Antarctica have been spared. 

Currently based in Sydney, Andy took on the new role of Regional Creative Director, DDB Group Asia Pacific in late 2013. Previously he spent two years as the Executive Creative Director at DDB New Zealand, establishing big brand ideas across the agency roster of clients. Up to 2012, he spent 9 years at 180 Amsterdam, where he oversaw much of that agencies output on the adidas business with highlights being Wake-Up Call, Kicking It with Jonny Wilkinson and David Beckham, and the +10 World Cup campaign. Before that he was a creative at Wieden+Kennedy in Portland and his work included the Cannes Grand Prix winning Nike Tag and Shaderunner spots as well as one of the first interactive campaigns for Before that he spent five productive years in Singapore working at Batey Ads, his favourite client and haunt being The Raffles Bar & Billiard Room.

What value should we put on our ideas?

By Andy Fackrell, Regional Creative Director, DDB Group Asia Pacific

The Idea Catchers project initially came about because we at DDB Asia Pac wanted to address the real issue of how much it costs to create great work. A film to present at a round of DDB talks became something broader, something that could be shared industry wide.

And it wasn’t until I started writing the script, that I realized this wasn’t about dollars and cents. It’s about the value we should be placing on our ideas, and recognizing that ideas take time and that we give them away too easily. If the development of ideas is threatened, the industry’s ability to sell products is also in jeopardy. Marketers need to give their agencies the space to let good ideas thrive in order to create iconic brands.

Keep Reading

You are never going to formulate the equation for a great idea and great execution. You are going to have to rely in large measure on the artistry, on the keen and sensitive and disciplined intuition of your admakers, or you are going to have the sameness in all your work that the public says is their greatest obstacle to noticing and believing your ads.

Bill Bernbach