Whybin TBWA executive creative director Toby Talbot is set to be announced as DDB Sydney's new creative chief as the Omnicom-owned agency restructures its operations around paid owned and earned media.
Talbot joins DDB Sydney following a 14 month stint in Auckland. It is understood that Whybin TBWA will announce his replacement tonight with M&C Saatchi New Zealand CEO and ECD Dave King set to fill his boots.
It was reported last week that M&C Saatchi is to exit New Zealand in July with the management offered a chance to buy out the business. However, King, who held a minority stake in the business has chosen instead to join Whybin TBWA New Zealand.
Staff at DDB Sydney have been informed that Talbot will be joining as chief creative officer. Dylan Harrison remains as ECD in a move similar to that recently outlined in DDB New Zealand, where Damon Stapleton joined as chief creative officer to work with Shane Bradnick.
Updated: Whybin TBWA has sinced confirmed Kind's appointment. See the statement below.
Keith Smith, TBWA President – International, today announced the appointment of Dave King as Chief Creative Officer of Whybin\TBWA New Zealand.
King will join the team in Auckland starting in early July. He replaces Toby Talbot, who is leaving the agency.
King is recognised as one of the most successful, integrated creative leaders in the region, having forged a career that spans digital, direct and above-the-line. In 2007 and 2008, he was named one of the most awarded creative directors in the world by The Won Report, and is consistently one of the most awarded direct and digital creative leaders in Australasia.
In 2011, King was awarded the Irving Wunderman award at the Caples Awards in New York. His work has won more than 30 Caples awards, including a number of Gold awards and the Best in Show award in 2008. King has also won 14 Cannes Lions awards, in additional to many more Australian and New Zealand awards.
"I am delighted that Dave is now in a position to join our growing team in New Zealand at this time," commented Smith. "He is one of the rare creatives that can move seamlessly between media types and is perfectly suited to lead Whybin\TBWA in it's push to create brand-aligned content across a broader range of customer channels."
"Dave has a formidable reputation for developing talent and for producing work that is highly effective," Smith added. "He is the modern age creative mind – media-neutral, very savvy, and an excellent mentor. He's the ideal fit for Whybin\TBWA."
Whybin\TBWA New Zealand Chief Executive Officer, Todd McLeay, said he couldn't wait to start working with Dave because he truly understood the new marketing order.
"We can't be in the business of creating a narrow range of highly crafted media productions and expecting them alone to do the job for a brand," said McLeay. "At Whybin\TBWA, we're moving past optimising media placement to build a business model that optimises content itself. This requires a different way of thinking, which is why Dave is a great fit with our team."
Updated: DDB has confirmed the story and issued the following statement:
DDB Australia is delighted to announce the appointment of leading creative Toby Talbot to the position of Chief Creative Officer at DBB Sydney, working with ECD Dylan Harrison, as the network puts in place a new creative structure in the region.
In line with the recent appointment of Damon Stapleton as CCO at DDB New Zealand, Toby’s appointment comes as the network looks to magnify the senior creative offering within Australia and New Zealand.
A multi award-winning creative, Toby previously led the charge in transforming DDB Auckland to a formidable creative agency and re-joins DDB group following roles with Whybin\TBWA in New Zealand and Rainey Kelly Campbell Roalfe / Y&R in London.
Managing Director DDB Australia, Andrew Little, comments, “Under Dylan’s tenure DDB Sydney has produced outstanding commercial and creative success over the past three years. Following suit with New Zealand we have appointed Toby as Chief Creative Officer at DDB Sydney to amplify our creative firepower and continue to develop effective, relevant and outstanding campaigns. Toby and Dylan are both world-class talents – what a partnership!”
Talbot comments on the new role, “DDB has always been hugely supportive of me and my work and I am thrilled to be returning ‘home’. My time at DDB Auckland continues to be a highlight for me and I have kept a close eye on the network’s outstanding success. The output across the region, not least in Australia, has been extraordinary and I am excited to be joining Dylan and the team.”
Marty O’Halloran, Chairman DDB Group Australia and New Zealand, “We are delighted to welcome Toby back into the DDB fold. He led the creative department in DDB Auckland to tremendous success and we always secretly hoped he would return to us one day. As with every department within the DDB Group, we are always looking at ways to optimise our structure with the resources available whilst producing the highest possible quality of work.”
Toby will commence with DDB Sydney in July.
Dylan Harrison, ECD DDB Sydney adds, “Toby has been a great mentor to me ever since I began at DDB Sydney, I’m looking forward to the relationship being made official. He is an awesome creative talent not to mention an awesome bloke. I think we will be a great team.”
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