PAT BARON chief creative officer mccann


Patrick Baron Awards

Creativity is freedom.

I am currently chairman of the APAC Creative Leadership Council and the chief creative officer of McCann Australia, McCann Health, SMART, MRM and The Red Republic, this includes offices located in Sydney, Melbourne and Brisbane. I am also a board member of the One Club and on the Commercial Radio Australia committee.

In 2018 McCann Melbourne was ranked as the #1 EFFIE Asia Pacific creative agency. In 2013 McCann Melbourne was ranked as the #1 creative agency in the world by the ‘Gunn Report’​ and ‘Agency of The Year’​ by Campaign Brief. I was ranked by the Advertising Age as the worlds #1 creative director and art director by the ‘Directory Big Won’​ rankings as the #1 art director and #4 copywriter. In 2014 McCann became the 3rd most effective agency in Australia. In 2015 I was named the first ever winner of the ‘Creative Of The Year’ at the Australian Creative & Effectiveness Awards. I was the only Australian creative director and art director to have had work awarded by TED and housed in London’s Design Museum.

As chairman of the Asia Pacific McCann Creative Leadership Council my role is to set the creative standards for the region. This requires strong communication, empathy and relationship building skills operationally and with clients to achieve success in markets with significant growth, opportunity and cultural nuance. I am also responsible for the McCann Asia Pacific award strategy and performance developing and approving all APAC’s award case films and entries.

The One Club is a non-profit that creates opportunities to identify and train the next generation of creatives of all levels which is why I was honoured to join the board last year. I actively support the industry on award juries for Cannes, One Show, New York Festivals, Spikes, AWARD, Sirens and Australian Creative & Effectiveness Awards ADMA AC&E jury president. I write opinion articles in the media for B&T, AdNews, Campaign Brief and also present at creative workshops, seminars and media events.

Awards are the by product of doing great work not my motivation. Cannes winning campaigns include ‘Dumb Ways to Die” for Metro Trains (the most awarded campaign in the history of Cannes and D&AD), V/Line’s “Guilt Trips” (winner of the prestigious Cannes Grand Prix for creative effectiveness in 2014), the Melbourne International Film Festival’s (MIFF) “The Emotional Trailers”. Tigerair’s “Infrequent Flyers Club”, “Phubbing” for Macquarie Dictionary and “The Impossible Orchestra”. My work has been recognised with over 800 international awards, including 60 Cannes Lions, 6 Cannes Grand Prix’s and 19 Cannes Gold Lions. A ‘One Show – Best of Show’ and 6 Gold One Show Pencils. 16 D&AD’s a ‘Best Agency D&AD Pencil’, the prestigious Black D&AD Pencil and 7 Yellow D&AD Pencils. 7 Webby Awards. 2 Gold Effie’s. A New York Festival Grand Prix. 3 Gold Clio’s. 31 London International Awards including Best Agency, 3 Grand Prix’s, 15 Gold. 7 Spikes Asia Grand Prix’s. The Adfest ‘Grand Lotus’, ADMA Grand Prix. These awards have recognised excellence across all media, film, integrated, effectiveness, direct, PR, mobile, outdoor, print, cyber, viral, radio and digital categories.

Patrick Baron Dumb Ways To Die Ben Lilley John Mescall Campaign Brief McCann Melbourne

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