Special Group’s Tom Martin and Julian Schreiber unpack the importance of execution on Nine’s Roll the Dice on Creativity
In the final episode of Roll the Dice on Creativity, a brand-new series from Powered by Nine, Mumbrella and the AANA, Special Group Australia’s chief creative officers and partners, Tom Martin and Julian Schreiber explain the importance of execution to the creative outcome.
On the final episode, host Michele O’Neill is on a mission to close out her search to discover the secrets behind some of Australia’s best TV ads, with advice and examples from Australia’s biggest marketing and creative masterminds.
In this episode, Michele is joined by the renowned chief creative officers behind campaigns like Uber Eats Australian Open ambush.
Schreiber explains how execution can sway both ways, “I think that an execution can save an idea and I think that an idea can be killed by a bad execution. It’s like a seesaw. The truth is what you’re hoping for is that an amazing idea gets an amazing execution. But more often than not, you do see great ideas that are actually sacrificed by a failure to execute them properly.
“A rarer case is when you actually see something that isn’t that clever or that great, suddenly become something amazing because it’s been put together so brilliantly that you marvel at how wonderful it is to look at and watch.”
Martin also outlines the importance of using a diverse roster of directors to achieve the best execution, “We look at the directors that are appropriate for every job we do and every job is different. Execution is so hard with film as there’s this massive chain of people involved. From the agency producer, who’s vital, to the director, to the director’s producer, to the first AD, to the people who do the sound, to the cinematographer, to the post house, to the editors. There’s such a chain of people and they all must be so damn good.
In this episode, the team from Special Group also outline their approach to talking about ideas, a system they call ‘Glass and Clay’, which helps them define what’s really important about execution.
The Roll the Dice on Creativity series is designed to inspire the marketers and agencies who make some of TV’s biggest advertising moments.
Guests have included BMF Australia ECD Pia Chaudhuri, NAB executive general manager marketing and CX (CMO) Suzana Ristevski, and many more.
To find out more about State of Originality, head to stateoforiginality.com.au.
