By Leigh Andrews

Executive Creative Director of Grey South Africa, Mike Barnwell, has again been chosen as a radio judge for the upcoming London International Awards (LIA). Barnwell was a judge in the same category at the Clios earlier this year, and has a wealth of knowledge and experience in international advertising award-show judging. I recently had the opportunity to chat to Barnwell about Grey’s success and his opinions on the local advertising industry. Barnwell has radical views on South African radio advertising, and has steered Grey South Africa through a very successful tenure at the international Clio Awards.

Barnwell began by explaining the role of Executive Creative Director. He is in charge of Grey’s Creative Department, and as a result, his responsibilities are vast, with a strong focus on looking after the agency’s creative product and ensuring that a high standard is maintained. Barnwell says it is difficult to inspire greatness if the desire is not there to begin with. The spark has to come from the individual. Self-motivation is far more important than external motivation, as it stems from one’s attitude. Barnwell therefore hires talent that is keen to take the ‘braver’ approach – those who go beyond the obvious easy answer and follow a more pioneering path.

This passion is evident in Grey South Africa’s creative work, which has led to the agency being rated third among Grey worldwide, and top in the Europe; Middle East; and Africa group. Barnwell explained that Grey South Africa’s top creatively-ranked Grey agency-rating is based on the amount of international awards won, including the LIAs; Cannes; One Show; Clios; and D&AD Pencils. Points are allocated per award, which leads to a final tally.

Barnwell adds that members of the Grey group are in constant contact with other members worldwide. Barnwell is part of Grey’s Global Creative Council, comprised of around 15 of Grey’s international Creative Directors. Regular meetings are held, and peers' work is reviewed to maintain a broader worldview within each Grey agency. However, Barnwell adds that it is important for each individual agency to keep its own personality based on the country of origin, while upholding an individual identity, bursting with local flavour.

Grey South Africa has just brought home a Bronze Lion for its Shark Life spot in the radio category at the esteemed Cannes Awards. The win comes after Grey scooped South Africa's only Silver Pencil at the One Show Awards, and swept up a Gold and Silver in the Radio category and a Bronze in the Direct category at the annual Clio Awards held earlier this year. The Shark Life spot is a harrowing account of the cruelty that a shark endures when it is harvested for its fins. The commercial gives a captivating personal account of torment and builds to a total sensory assault, before a chilling twist reveals this is the reality for thousands of sharks whose fins are forcefully removed every year. Grey was also shortlisted for the Vega `Enya` radio spot and the Cuddlers `Stretch` poster.

Barnwell’s favourite creative work by Grey South Africa is a campaign done for Geronimo Condoms, which won accolades at all of the major award shows. As a result, Grey became the first South African agency to pick up two D&AD Pencils in the same year – this was also the first time that a local radio campaign had garnered such international success.

On the topic of radio, Barnwell says that it is an important communication medium to succeed in – particularly in South Africa. Most agencies look down on radio as TV’s 'ugly sister', as it doesn’t have the glamorous appeal of the visual medium. He adds that there are a few challenges in the medium, but with your audience’s imagination at your disposal, it presents fantastic creative opportunities. It is the only medium based on sound alone, and is therefore one of the purest mediums available to work with. Another benefit is that there is little cost involved – you can easily create a ‘cast of thousands’ with few voices, while on TV or print, you physically need to create it. He adds, “With radio, you only need to tell people it exists, and it does.”

Barnwell says, “The challenge facing the local creative industry remains the same - to produce great creative work that works!” Real creativity is often met with resistance by a lot of clients, but the challenge lies in being able to embrace the uncomfortable feeling that’s often associated with producing work that’s truly groundbreaking, as this is what invokes action – as was proved with the Shark Life campaign. He adds that these days, budget is often an issue, but that it is possible to ‘be great’ on a small budget. With the current economic climate in mind, Barnwell has noticed some clients are cutting back on their ad spend, and many want more for less.

Barnwell hopes for more of the same in future – he would like Grey South Africa to go from strength to strength. He says, “There is no finish line when it comes to creativity, so it’s never a good idea to rest on your laurels.”

Having judged at the D&AD Awards; Cannes; the LIAs in two different categories; and the Radio category of the most recent Clio Awards, Barnwell offered some interesting insights into the differences between each show. Each show is handled differently - for example, the judging at Cannes involved much interaction and debate; while the Clios and upcoming LIAs are judged electronically, with judges only finding out who the winners are at the award ceremony, along with everyone else involved. Barnwell feels that our local award ceremonies, such as the Loeries (which have changed management), are organised just as well, if not better, than any international awards show, and feels that the Loeries is a world-class event. “They can stand up to any international show – we can be proud!” He ends by stating that for a country of South Africa’s size, we have always punched above our weight. "South Africa has won four Cannes Grand Prix Awards in the last three years. We have certainly earned our right to be present as judges at any international award show.”

Inspiring words.

For more information, visit www.grey.com/southafrica, or call 011 293 6200.

Also visit www.theannual.co.za/2009/02/grey-south-africa/ for more on Grey South Africa’s creative award wins.