Interview Series V20 – Damian Royce
Today in our interview series we speak with Damian Royce, outgoing creative director of Clemenger BBDO, Melbourne and soon to be a creative director at WHYBIN\TBWA\TEQUILA, Melbourne. Damian has judged at many major global award shows and has been recognised at numerous international awards for his interactive and integrated work, including gold at Cannes.
Q1. What is the number one thing about your job that gets you out of bed in the morning?
For me it’s always the challenge of creating new ideas that people will hopefully like, whether it’s something that is entertaining or something useful. Likewise, it’s great going to work every day and being surrounded by people who are also driven to create the next big idea.
Q2. What are your favorite sites/digi campaigns right now?
Nothing recent comes to mind but one that still resonates with me is Old Spice Responses. Aside from the idea itself, I’m sure the team would have known they were on to something when they thought, “Now, how do we actually pull this thing off?” They did and it had a huge audience response. It was a good use of the established character. Of course, we’ll see a few new ‘wish I did that’ ideas at Cannes this year, so you can ask me again in a few weeks.
Q3. Who is the new kid on the block – the agency/business to watch for the future?
Good question and there are many, although my answer to the question would probably change tomorrow. That said, there are certainly some great ideas coming from agencies but also directly from Silicon Valley.
Q4. What sector would you say is furthest ahead in digital marketing at the moment?
I wouldn’t nominate any particular sector as I think great ideas always and will always come from everywhere.
Q5. What technology or initiative is most likely to revolutionize Web/mobile marketing?
At the moment I think things such as Google Wallet should create some good opportunities.
Q6. If you could wave your magic wand and change one thing about digital marketing what would it be?
Some marketers are still using digital environments for the wrong reasons. The use of page take over ads is one example of this.
Q7. What’s the biggest mistake people are making in mobile/Web marketing?
Probably the most obvious one – if what you are doing doesn’t have some sort of value, it just gets in the way.
Q8. What is the most useful resource site/blog you use?
It all depends on what I’m focused on at the time, but mainly Twitter. I also visit Creativity Online, Campaign Brief, The Egotist blogs, TED; I could go on…Evernote is a useful resource as well.