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P ert h A dv erti s i n g & De s i gn Club

Towards a Glorious & Sustainable Organisation e dition 1 , may 201 4


Edition 1, May 2014

Towards a Sustainable Organisation: Our Vision for the PADC M a rk B r a d d o c k – President J a m e s ‘ C h e e s e ’ H aw k e s – V i c e

President

contents Do we need the PADC?

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First things first; let’s sure up the foundations

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The awards grow up and move out

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Exposing ourselves more widely

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A club with no members?

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The yoofs are our future

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Getting our fingers in as many pies as possible

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From charity case to case studies

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PADC: Towards a Sustainable Organisation

D o w e n e e d t h e PA D C ?

The answer is a very definite, ‘I’m not sure’. But let’s not start there, let’s start with what we do need. We need talent. We need people who can think up and create great ideas for commercial communications because these people are our stock-in-trade. They are what our client’s seek. These ideas are what separate brands from businesses. We need those with imagination and those with the skills to bring what is imagined to life.


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What we do need is a framework that supports and promotes this talent – that gives it a voice. We do not need an organisation that is structured for how the world was twenty years ago. We need to become a broader church, one that embraces the new digital, freelance-nation, media-fragmented world we find ourselves in today. We need to recognise that we’re not alone in this. We need to work with, and support, the other bodies that comprise the commercial communications ecosystem. The Creative Departments of ad agencies and design studios are no longer the only places creatives dwell. The lines between agency/production-company/media-outlet are becoming blurred to the point of irrelevance. However, what has remained unchanged is the need to create communications that stand out, that hold an audience’s attention, that break through the noise – and we need an organisation that supports and recognises those that endeavour to deliver this and push our thinking forward. And I believe that the PADC can be that organisation. The Club’s heritage and loyal support is not something that can be replicated but its structure and relevance are things that can definitely be improved. It is in this context that we have sought to re-think the Club. This has not been done in a vacuum, but through many, many discussions (some of which we managed to remain sober enough to recall) with individuals across the spectrum of the modern comms industry. Consensus is not the aim, clarity of purpose is. The communications industry has no shortage of bodies, associations, award shows and committees that represent the interests of agencies, but there is no voice for the individuals who create commercial communications. — M a r k B r add o c k , M ay 2 0 1 4


PADC: Towards a Sustainable Organisation

“To inspire, assist and acknowledge the creators of commercial communications in Western Australia.” PA D C ’ s M i s s i o n

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Edition 1, May 2014

First things first; l e t ’ s s u r e u p t h e f o u n da t i o n s

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o look at things pragmatically and honestly, the PADC has survived to this point because it has managed to create a desirable ‘product’ – our awards show. With the exception of a group of dedicated individuals who have supported the Club through thick and thin, the vast majority of our (dwindling) membership joins because of the awards. The awards also provide the vast majority of the Club’s financial resources, and the awards are the reason that the Club finds itself in a relatively good financial situation. What we haven’t been so good at is constructing an organisational framework that gives the Club and the awards longer-term certainty. The structure, as it stands at the moment, is dependent on the will (or not) of an individual president to make it work. And, to be perfectly frank about it, if it weren’t for the extraordinary commitment of two successive Club Managers, the Club would have collapsed long ago. Obviously this is not, in any way, a sustainable model. We have recognised that a closer alliance with The Communications Council in Western Australia can help us address some of these issues, as has been the case with The Communication Council and AWARD on a national level. To this end we have drawn up a three-year plan to increase administrative ties with TCCWA and to bring our structure more in line with AWARD.

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PADC: Towards a Sustainable Organisation

T h e awa r d s g r o w u p a n d m o v e o u t (but just into next door)

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s part of this review of our structure we felt that thought needed to be given to the relationship between the awards and the Club. For over 20 years the PADC Awards have honoured the work of PADC members. While ‘design’ has been included in the awards for many years, there is the perception that the awards are the exclusive territory of advertising agencies and have little or no relevance to the wider commercial communications industry. The Skulls 2014 will mark a significant change in direction for the awards. In keeping with the PADC’s focus on inspiring, assisting and acknowledging the creators of commercial communications in WA, The Skulls (as the awards will now be known) will be opened up to all-comers, not only PADC members. While the traditional advertising and design disciplines will always be the backbone of the Awards, The Skulls will better represent the fragmented nature of contemporary commercial communications; particularly the influence that digital technologies have had in the media and production landscapes. With this in mind, the award categories have been completely overhauled to make them more relevant to how the industry works today, and to align them closer to the AWARD Award categories. This fits very much with the global trend towards a breadth of award categories rather than the depth of a few traditional categories. While the structure of a jury of three judges with broad experience will remain, a specialist jury for non-campaign digital categories is also being considered. 8


Edition 1, May 2014

The ‘Of The Year’ categories have also been reinvented in keeping with the PADC’s commitment to the craft of communications, and these will be judged online by world-class specialist juries. These categories will be ‘media-neutral’ and will seek the best body of work by individuals no matter the media in which the work appeared. These categories will be re-badged the Diamond Skulls and will all be judged on a portfolio of three pieces of work (campaign representing one piece). The changes to the awards will significantly lower the barriers to entry for smaller agencies and freelancers. It will also encourage a broader base to ‘dip their toes’ into the awards. PADC members and TCCWA agencies will be offered discounts on entry fees. These changes will help cement the awards as the launching pad for many more great careers and businesses.

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PADC: Towards a Sustainable Organisation

E x p o s i n g o u r s e lv e s m o r e w i d e ly

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nother role of the Club has to be the promotion and exposure of the great work being done in WA to a wider audience. It is envisioned that the PADC, along with industry partners, will create an exhibition of Skulls’ finalists and winners. This exhibition will be made available to our partners, industry, government and business bodies as an annual showcase of the State’s commercial creative output and a promotion of the individuals behind the work, whether they be writers, photographers, designers, editors, directors, etc. We are in the early stages of the planning of this and while it may not reach its full expression this year, we see it as another great asset for the Club to grow, and it is an idea that has been receiving strong support and interest from our partners.

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“To be the voice of the individuals who create commercial communications.” PA D C ’ s R e a s o n f o r B e i n g

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PADC: Towards a Sustainable Organisation

A club with n o m e mb e r s ?

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ADC membership numbers have been in steady decline for many years. This has been a direct result of the decline in the number of creatives employed in traditional agencies. Membership dues now represent less that 10% of the Club’s income. Obviously, this is an area that needs to be addressed if we are to be a truly representative voice of the creators. There is strength in numbers. We have decided to make a fundamental change to the philosophy behind our membership structure. In recent years, the Club has struggled to demonstrate value for the $160 membership fee and, if truth be told, as a volunteer organisation, it always will. We want to change the cost of membership so that it becomes a matter of supporting a body that is supporting the talent that is driving our industry. As with the awards, we envision the future lies in the breadth of those we represent, whether they work in agencies, production houses, in-house, in media outlets or for digital developers. We are going to implement a membership fee structure whereby you will have a say in the level at which you support your Club. Membership will be priced at a point that will be easily recoupable through interaction with the Club; specifically via discounts for award entries and tickets. Further, we wanted membership to have some inherent value, so we have introduced a Fellow of the PADC level of membership to be offered to those who have achieved a Bronze or higher

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Edition 1, May 2014

in any PADC Award, or have been a member of the club for five years or more. To be a Fellow of the PADC you will be required to support the Club to the tune of $85 annually. Standard Membership will be offered to all those who wish to support the Club and will be $60 annually.

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PADC: Towards a Sustainable Organisation

T h e yo o fs a re our future

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e will be lowering Student/Graduate Membership to $25 per annum. Again, we want to raise the level of student involvement as much as we possibly can. Students want the opportunity to engage with professionals and we are looking at formal and informal ways to create those opportunities. Spotting and developing talent is fundamental to the future of our business and to give our members opportunities to interact with the next generation of creators is mutually beneficial. There is a wonderful opportunity for the Club, in reducing the student membership fee, to offer some tangible benefits: to meet with students quarterly, to offer advice on a regular basis on topics such as how to put together a portfolio, how to create a showreel, a CV, and generally how to improve their chances of success in leaping the gap from school to work. Committee members Ross Tinney and Chris Andrawes will be developing these areas, and we are presently reviewing the student categories of The Skulls to make sure that they work in with coursework and the other student competitions, with a view to maximising entries.

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o u r f i n g e r s i n a s ma n y p i e s a s p o s s i b l e w i t h o u t h av i n g t o ba k e t h e m o u r s e lv e s

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e have made the decision to narrow our focus to just two things, but doing them well – The Skulls, including the awards night, and broadening our membership base. This doesn’t mean that we won’t become more involved in the industry community, in fact it is fundamentally important to the success of both of these things that we do. However, we will not attempt to stage or run overly-ambitious events ourselves. What we can do is become more closely involved in events and happenings being put on by others. We will be looking at opportunities to reignite partnerships with organisations such as Young Guns, AGDA and Emergence. At the very least we will be promoting their events via our membership, and at times partnering more directly. Building a creative and vibrant communications community is beneficial to all.

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PADC: Towards a Sustainable Organisation

From charity case to case studies

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istorically the PADC has relied on the generosity of media outlets to fund the majority of the Club’s activities, and as the sands of the media landscape shift, it is becoming increasingly difficult to find this support without offering more solid benefits in return. Ambiguous, general Club sponsorships are a thing of the past; instead we must become more focussed on securing support for specific events. In our case this means rethinking the benefits and approach for our core event, The Skulls. We are shifting our focus from a sponsorship model to a tailored partnership approach. The West Australian has once again pledged support for the PADC/West Fellowship for another year and we are in discussions to make some exciting changes that will bring it more in line with Seven West Media’s current strategic direction. We see this partnership as a prime example of the type of relationships we would be keen to foster in the future. We will be taking this mutually beneficial approach across all of our partnerships. The Club’s alliance with TCCWA will also help in this area, as we will be able to look at more integrated options for our partners.

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PADC: Towards a Sustainable Organisation

While there is no shortage of critics and cynics in our industry, the enthusiasm expressed for the Club by the overwhelming majority of those with whom we’ve met, has knocked Cheese and I out. People are brimming with thoughts and ideas as to how the PADC can be reengineered for a brighter future. This enthusiasm is something that we will need to mine to bring our plans to fruition over the next few years.

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If the PADC is to survive and prosper we must become relevant once again. We can achieve this through exposing a wider audience to what we do well, that is: creativity. We can’t wait for these audiences to come to us – we have to reach out through partnerships and collaborations and become truly representative of where creativity is heading, while being faithful to our roots. We have the ability to make these changes now, and the reality is, it has to be now. If we were to continue another year without direction, we would no longer have the financial room to make these fundamental changes. These are exciting times ‌

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2014 PADC Management Committee

M a rk B r a d d o c k – President J a m e s ‘ C h e e s e ’ H aw k e s – P r e s i d e n t o f V i c e K a r e n M a r k s – C l u b M a nag e r D a n i e l l e N o r r i s h – TCCWA R e p r e s e n t a t i v e Ross Tinney C h r i s A n d r aw e s

Perth Advertising and Design Club PO Box 394 Bayswater WA 6053 0437 550 222 – admin@padc.com.au pa d c . c o m . a u


Towards a Glorious & Sustainable Organisation