The Marketingweb Interview: Justin McCarthy

Congratulations on your new appointment. What are your plans for TBWA\Group\Durban?

Thanks very much Flo. Every manager's job is to make improvements, so that's an obvious starting point. Change is an uncomfortable but challenging and an exciting necessity in life. I have the opportunity and the privilege of building on a business that's unrivalled in many respects, not just here in Durban, but nationally.

One can never stand still, not for a moment, so I'll be looking closely at all the areas where we can improve our offering, our service and our value contribution to clients. My medium-term ambition is to put TBWA\Durban on the map in areas where we aren't famous while continually improving in the areas where we are.

When and how did you get into advertising?

Once upon a time I used to manage a great restaurant in Sandton when it was the heart of adland. Regular customers included every second bigwig in the industry. We'd have John Hunt at one table, Reg Lascaris at another, Tim Hamilton Russell at a third and Sol Kerzner somewhere in between. These guys were much more interesting than Sol. They made commercials and drank wine. Sol built hotels and drank sparkling water. Can you see the challenge I faced?

What are the greatest lessons you've learned?

That following my instinct was the right thing to do. Unlike Sol I'll never be wealthy, but I can live with that. I can't live without inspiration.

You have worked in the Middle East and UK. How would you rate our standard of advertising?

Let's just say that there's a career for hotel magnates in the Middle East, but not for advertising execs. Come to think of it, there used to be a career for hotel magnates in the Middle East. For me, the UK remains a global benchmark for advertising, but no single culture dominates the creative scene any longer. Standards in South Africa are seriously world class. Everyone knows that.

If you take our global creative profile as a ratio of global spend we're stratospheric. But we still manage to produce swathes of rubbish, so we're nowhere near good enough. We can't benchmark ourselves that way. That's like SAA comparing itself to Eskom. We need to measure ourselves by the ratio of great versus shlock that we produce.

What are the most common mistakes that marketers make in campaigns?

Hiring an agency and telling them what to do and how to do it. I just can't understand that. It's like going to a doctor and giving her the diagnosis and the treatment. Maybe it's not just a head cold you have there.

How can they avoid them?

Be clear and focused about your goals. Be clear about your expectations. Aim high, but be realistic. Stretch your agency - a great agency thrives on stretch.

What makes Durban's advertising industry exciting?

It's in the early stages of metamorphosis which means it's poised to change and adapt and stretch. 

What are the key elements to a great advertising campaign?

Only because most people still think TV and radio and billboard when one speaks of advertising. Let's just stick with "campaign", okay? A clear, insightful strategy and a relevant and motivating idea that empowers multiple creative expressions of that.

What is your favourite advertising campaign?

That's like asking Msholozi which is his favourite wife! However, forced to choose I would single out Guinness's "Good things come to those who wait" campaign, now entering its third decade.

I know the case study so I know what role the advertising played in turning a fading old man's brand into a mainstream success in a brutally competitive sector. The strategy was brilliant - taking a perceived product weakness and turning it into a competitive advantage, and the creative executions all grab you by the scruff of the neck and shake you violently out of your comfort zone. Respect.

How do you unwind after a long day at work?

With a pint of Guinness. Actually no, I do one of four things: 1) escape with a great DVD; 2) escape into a book; 3) burn off the stress with an hour's cardio; 4) write my blogs.