Saatchi & Saatchi. One of the world’s biggest creative agencies; it’s a name that’s synonymous with making big ads for big brands that win big awards. At Saatchi’s Auckland office, the man charged with nurturing some of the most promising young minds is executive creative director Antonio Navas.
Venezuelan-born Antonio took on the job nearly a year ago after visiting New Zealand and seeing potential. He liked the people, and saw their talent. He liked the clients, and their desire to buy great work. But more than that, he wanted a work/life balance and somewhere inspiring to live.
“I wake up every morning and smell the air. It tastes good. Everything looks 3-D. There’s a clarity to the sky, the sea, and the mountains and light that makes me feel alive.”
Before New Zealand, Antonio was in New York working as executive creative director at Ogilvy and Mather where for the last four years he has worked with clients including Coca Cola, Kodak, Motorola, Dove and Puerto Rico Tourism.
Prior to Ogilvy and Mather, he worked at Goodby Silverstein and Partners, Amster Yard, FCB in San Francisco and BBDO New York during the peak of their creative powers. His clients have included major global brands: HP, Haagen Daaz, Levis, Mazda, Pepsi Cola, Polaroid, Stella Artois, Bacardi and Sol Beer.
But probably his most famous work is the record-setting Waka Waka video, made to promote the Soccer World Cup. A fun-filled colour explosion, the video’s record-setting 80 million plus views makes it one of the most watched clips ever on Youtube.
Mixing it up
Antonio is impressed with his Auckland staff, a team he says is just as talented as any of the other people he has worked with internationally.
“We have a very high calibre of talent, comparable to some of the best I’ve worked with in the world. There are creative gaps to fill, but we have hidden gems in our midst. My immediate focus is to unleash the creativity throughout the entire agency, and channel it with love and leadership.
“As for the work, I’ve seen some amazing things like the live video game we did for Air Force recruitment. That could only happen in New Zealand. The latest Toyota Hilux execution combines a well-written story with just the right amount of humour and technology, and great attention to detail, with explosive results.”
To get the best out of his staff, Antonio has set out to make Auckland’s Saatchi & Saatchi office a “creative orphanage” where people are readily inspired. One of his first projects was creating a gallery where contemporary art, literature and film are accessed.
“Our new creative process involves a deeper study of where art, humanity and sensibility collide within the context of the world we’re living in. This requires a collective spirit and an open learning environment to produce great ideas and opportunities.”
Bringing art to life
‘Make Something’, the gallery’s first exhibition, was what Antonio describes as a “collaborative collection”. Antonio offered all Saatchi & Saatchi staff an opportunity to contribute work which was unrestricted by commercial briefs and expectations.
The second exhibition, ‘Art Will Tear Us Apart’ was based on precious possessions staff would take with them from a burning building. Prominent artists including Billy Apple and John Reynolds partnered with Antonio on the project.
One of the world’s top graffiti artists, Neils Shoe Meulman kicks off Antonio’s 2012 season which is open to the public – Antonio thought it would be selfish not to share this space with other Aucklanders.
Realising potential
It’s no secret Saatchi & Saatchi’s influence waned in the 1990s but Antonio doesn’t see that as a problem, rather an opportunity.
“I have complete faith in Saatchi & Saatchi New Zealand’s ability to be a global creative powerhouse. But, this is not a return to anything. We can’t go back to the glory days. That’s too romantic, like forever chasing youth. We live in a different time.
“I’m focussed on looking forward. Thinking about what’s next. It is all about stimulating conversations and meaningful participation.
“Knowledge comes from experience and maturity of course. But, the challenge for someone in my role is to embrace youth, open my eyes and ears to others, and to creating a culture of ideas where everyone has the courage to share them, whatever they are. When we can unlock those ideas there’s the possibility of doing something amazing here.”
