A presentation made by Gavin Barrett and Russell Barrett under the auspices of the Zeitgeist Conference's 2014 Interactives Series, organised by St Xavier's BMM students.

1. DE CEMB ER 16TH, 2014
GAVIN BARRETT,
FOUNDIN G PARTN ER &
CREATIVE DIRECTOR,
BARRETTANDWELSH
RUSSELL BARRETT
MANA GING P ARTNE R
CHIEF CRE ATI VE OFFICE R
BA RTLE BOGLE HE GARTY
AN INTERACTIVE S ES SI ON WIT H

2. MEET RUSSELL

3. In the 18 odd years that Russell Barrett has been in advertising,
most of them have been just that. A little odd. He started off at
Rediffusion DY&R as a trainee copywriter and brochure bitch. While
there, he managed to learn a little and build a portfolio of pure
paper Lions. He moved on to Ogilvy as a Senior Writer, a mid-level
egotist and a junior award winner. Ogilvy gave him the opportunity
to learn even more and win his first and then subsequent series of
awards.
The next step was as a Creative Director at Leo Burnett, where over
5 years, some of the paper Lions transformed into real ones. He
continued learning (a recurrent theme), winning businesses,
awards across media (Golds, Silvers, Bronzes, finalists @ Cannes,
The One Show, Andys, Spikes, D&AD, London International and two
Grand Prix at the Goafest in India) and found himself change, for
better or worse, into an Executive Creative Director. At Bates India.
He then left to learn at BBH as the Creative Head and in the next
two years got promoted to Managing Partner & CCO. He is busy
trying to make BBH become all it can and deserves to be. And here
is where we find him, managing and partnering and predictably,
still learning.
RUSSELL BARRETT

4. MEET GAVIN

6. © barrett and welsh
PUTTING IDEAS FIRST
TO MAKE IDEAS LAST

7. © barrett and welsh
NOT IN THE AD BUSINESS
BUT IN THE MOVING BUSINESS

8. Owner/Founding Partner + Creative Director,
Barrett and Welsh. In pursuit of big ideas, he
has: nibbled on pigs' ears (not on a live pig at
the time); gone elephant-back in the Thai
jungle (no elephants were hurt); gambled in a
Macau casino (was utterly destroyed). His
commercials have been shot by: Deepa Mehta,
David Carson and Louis Ng. His poems: can be
found in Penguin’s anthology of 14
contemporary Indian poets, Reasons for
Belonging. His work: has run in 35 countries,
helped elect prime ministers in two countries,
attracted the ire of the lawyers for Dolly the
clone sheep, drawn an angry crowd in Lagos, is
studied in business school in Canada and India
and received derisive mention in a John Irving
novel. He has accumulated: 1 wife, 2 kids, a BA
(econ.), an MA (eng. lit), a murderous guppy,
a scruffy cocker spaniel poodle and 79+ awards
for his work. His first jobs were: market
researcher for Maggi noodles; sales manager
for a pharmaceutical company. He cannot: sing
GAVIN BARRETT

9. SA ME SAME
BU T DI FFERENT

10. FIRST SAME SAME

11. THE N DIFFERENT

12. THEN WHEN
WHAT HOW

13. THEN WE SHUT UP

14. SO, SAME SAME.

15. I T’S A BIG
G OOD WORLD

16. I T’S A BIG
GR EA T WORLD

17. #BLOODYGREA T I DEA S
BLOODY
G REA T IDEAS

18. http://www.youtube.com/watch?v=57zo8O5pDXc

19. http://www.youtube.com/watch?v=8qsI1SiLqDc

20. © barrett and welsh
http://www.youtube.com/watch?v=9TXyBHZdsJE

21. © barrett and welsh
http://www.youtube.com/watch?v=TVFeGE7HdJU

22. © barrett and welsh
http://www.youtube.com/watch?v=XjJQBjWYDTs

23. © barrett and welsh
http://www.youtube.com/watch?v=NnFMvQW3TGk

24. IDEAS
TRAVEL

25. IDEAS
TRAVEL
Human
beings
have
reacted
to
ideas
through
the
ages.
And
there
are
some
ideas
that
work
perfectly.
Living
through
time
and
space.

26. LET’S
SEE
SOME
ADS
THAT
DEMONSTRATE
THIS
POINT.

27. http://www.youtube.com/watch?v=R8WkIC7bMnE

28. http://www.youtube.com/watch?v=t6zgQH3tUKk

29. THESE
ADS
HAVE
THE
SAME
THING
IN
COMMON.
A
SINGULAR,
UNIVERSAL
IDEA.

30. BU T DI FFERENT

31. BUT
NOT
ALL
IDEAS
ARE
MADE
THE
SAME
WAY.

32. SOME
IDEAS
NEED
A
LOCAL
EDGE.
There’s
nothing
wrong
about
adapting
a
global
idea.
Provided
it
works.
Otherwise
it’s
our
responsibility
to
make
it
work.

33. http://www.youtube.com/watch?v=R4vkVHijdQk

34. http://www.youtube.com/watch?v=9vt5gcX521Y

35. BUT,
WHEN
IT
COMES
TO
ADVERTISING,
ONE
SIZE
DOES
NOT
FIT
ALL.

36. SOMETIMES
YOU
CAN
TAKE
FROM
THE
LOCAL
AND
MAKE
IT
TRULY
GLOBAL

38. http://youtu.be/NDwEE_1ESMU

39. http://youtu.be/RvYbIpATdRY

40. AND
SOMETIMES
YOU
NEED
TO
TELL
A
PURELY
LOCAL
STORY

41. http://youtu.be/jTav-vdht0E

42. http://youtu.be/Aanb4XFvlQk

43. © barrett and welsh
http://youtu.be/bUkN7g_bEAI

44. © barrett and welsh
http://youtu.be/efE79-YQgto

45. © barrett and welsh
http://youtu.be/8gper3YkzMg

46. © barrett and welsh© barrett and welsh
http://youtu.be/PIond1E15mM

47. YOU
KNOW
WHAT?
SOMETIMES
CULTURES
CONVERGE.
AND
THERE’S
NOTHING
MORE
EPIC
THAN
WHEN
THAT
HAPPENS.

48. http://youtu.be/NWF2JBb1bvM

49. WHEN
WHAT HOW

50. QUESTION

51. QUESTION
THE CLIENT

52. QUESTION
THE STRAT EG Y

53. QUESTION
THE CREATIVE

54. QUESTION
THE MEDIA

55. THE ANSWE R
MY FR IEN D
IS BLOWING

56. THE ANSWE R
MY FR IEN D
IS BLOWING
YOUR MIN D

57. What
are
you
doing
here?
A
degree
cannot
arm
you
for
life.
You
merely
have
a
formal
education.
We
hope
to
arm
you
with
one
simple
tool.

58. ASK
QUESTIONS!
WHEN
SOMEONE
SAYS
MAKE
A
TV
AD,
ASK
WHY.
WHEN
THEY
SAY,
THAT’S
HOW
IT
IS,
ASK
WHY.
WHEN
THEY
SAY,
ADAPT,
ASK
WHY
WHEN
THEY
SAY
ADOPT,
ASK
WHY.
ALWAYS
QUESTION.

59. © barrett and welsh
http://www.desicreative.com/interview-with-gavin-barret-guy-behind-the-give-me-red-campaign/

60. © barrett and welsh© barrett and welsh
https://vimeo.com/65094675

61. QUESTIONS?
Fire away.
© barrett and welsh