PAT BARON chief creative officer mccann australiamail@patrickbaron.com

D&AD Agency Of The Year

I seriously had no idea if I was close to the 51st D&AD ceremony being held at the Roundhouse in Camden or lost. My cabbie wasn’t happy, that’s ok, I get it, I knew it couldn’t be far now. Nodding and sympathising, every road looked similar to one we’d passed ten minutes ago. At last we’d arrived. It had taken 48 hours to journey to Cambden from Melbourne, but the road to D&AD has taken far longer personally. The Roundhouse is round, well named and full of bearded creatives, gowned ladies and well dressed executives. Security waved me through and I wished John and the gang from Melbourne were here. John Mescal was on the last plane into France to judge Cannes and couldn’t make it, but I was warmly greeted by ECD Rob and the crew from McCann London. I soon learned the Monkeys, Tribal DDB, Revolver and others from Australia were in the house but before I could recognise a familiar face the speakers erupted, the lights dimmed and advertising creatives from the world’s leading agencies sat themselves ready for the serious stuff to begin.

It’s a great night for McCann. That’s it, what else can you say? McCann London also received a Gold Pencil for “Game Makers”. The work as in previous years is diverse, ingenious, original, entertaining, crafted within an inch of its life and inspiring. As a young design graduate from Swinburne Melbourne, Neville Brody, last night’s presenter, was a hero of mine. Receiving a Black Pencil and later the Best Agency at D&AD Pencil on behalf of McCann Australia from Brody and Tim Lindsay was a real honour.

“Olympic Cauldrons”“Super Humans”, Southern Comfort inspired budgie smugglers, “Life Savers” from Droga5, Clemenger BBDO’s “Mars Petcare”, Leo’s “PMS Queen”“Three little Pigs”, Nike’s “Fuel Band” and The Monkey “Mixionaries” are just a few of the winners that blew my mind. There are just to many great pieces to mention but at this point in the evening Man V Machine is playing loudly. I’m rooted, 48 hours in transit, champagne, jet lag and now the rooms spinning. After congratulating the guys from Tribal DDB Melbourne on their great win i’m back in my hotel next to Liverpool Street Station and only five sleeps from Cannes. What a night.

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