Patrick Allenby Wants Advertising to Have More Guts
For Patrick Allenby, the team comes first.
That means realising that your ideas won’t see the light of day without the support of so many others. Defend your ideas, but be prepared to play ball. Accept feedback enthusiastically and understand that the moving parts are the ones that can change.
And teamwork has always made the dream work for Patrick. He and his longtime collaborator Nick Cole are now both creative directors at Innocean Australia, and are excited for the next stage of their creative careers.
Speaking to LBB, Patrick discusses his approach to balancing brand messages within live sports sponsorships and offers advice on navigating the complexities of cohesive, multi-channel campaigns.
He also shares the behind-the-scenes process of Uber Eats’ Australian Open ambush campaign, where creative risks led to a standout media execution.
LBB> Your Uber Eats Australian Open ambush campaign while you were at Special Group was a standout. What was the creative process behind that project, and how did you approach breaking through in such a competitive environment?
Patrick> It was a unicorn of a brief. The ask was to stand out and let nothing get in the way. So we set our standards high and went for it – at some point, wondering whether or not we could shoot an ad using broadcast gear. That thought led to a more significant realisation that there’s an opportunity to mess with the media - running the ads at the end of the ad breaks during the respective players' game, ultimately making people question what just happened.
So that was the ideas bit. Then there was of course, the support of a fantastic agency, client and production partners, including Channel 9 and the Australian Open, who masterfully coordinated the whole thing.
LBB> As someone who's worked across various sectors, from fast food to finance, how do you adapt your creative approach to suit different industries?
Patrick> Set the tone. Start with understanding the type of work suitable for the brand - in or out of category. Ask the client for examples of work they aspire to, then educate yourself about the product or brand and what it means to people.
LBB> You’ve had a long-standing creative partnership with Nick Cole. How do you complement each other, and what makes your dynamic work so well?
Patrick> Early in our career, we were teamed up by a mentor and friend. We believed he knew what was good for us, so we teamed up and had a great working relationship. There are a few keys to our partnership. Honesty, thick skin, shared sense of humour, and work ethic.
LBB> Having led creative on sports sponsorship for brands like Macca’s, how do you balance the brand’s message with the excitement of live sports?
Patrick> The key to unlocking the Macca’s audience was finding commonalities between the brand and the sport. Once we had a way in, we could deliver the message. If a brand is seen to understand the sport, they’re more of a welcome interruption. Sponsorship work isn’t for everyone. You have to tread carefully so you don’t come off as tone-deaf. But it's a good time if you’re a sports lover or simply understand the culture surrounding it.
LBB> Many of your campaigns, like those for Kayo and Domain, have been integrated across multiple channels. How do you ensure a cohesive narrative across different platforms?
Patrick> Just be as involved as possible and ensure everyone responsible for bringing the idea to life is on the same page. Executing ideas can be a delicate job, and unfortunately, the integrity of an idea can be compromised when budgets are squeezed, shortcuts are taken, or the idea is misinterpreted.
LBB> What has been your most extensive learning experience in your 10+ years in advertising, and how has it shaped your creative philosophy today?
Patrick> Be team-first. Realise that your ideas won’t see the light of day without the support of so many others. Sure, you have to defend your ideas, but you also need to play ball. Welcome feedback, listen to different points of view, and understand the parts of an idea that can change versus what cannot.
LBB> The creative industry can be pretty volatile. What motivates you to keep pushing boundaries and striving for award-winning work?
Patrick> When shared awards bring people together – everyone feels the win. That feeling of unity has a knock-on effect on the following job(s).
LBB> In your role at Innocean, what opportunities or challenges do you see for the future of creative advertising, particularly in Australia?
Patrick> As we work on KIA, the opportunity to stand out within the electric vehicle space is inspiring and a massive challenge due to Australia’s relatively slow adoption rate of EVs.
LBB> You've worked on brands like Athena Home Loans and ING Direct, which are known for being disruptive. How do you approach creativity when working with such challenger brands?
Patrick> I love challenger brands. They’re ambitious and usually know how to take a punt. There’s always a point of difference with challengers, providing a great launch pad for creativity. It’s all about dramatising a proposition that a market leader cannot.
LBB> Looking back at your time as a tutor at Award School, what advice would you give aspiring creatives trying to break into the industry today?
Patrick> Get in front of CDs, ECDs, and CCOs however you can and ask for feedback instead of asking for a job. If you don’t bag a job, you might get some great advice on improving your book.
LBB> If you could change one thing about the industry, what would it be and why?
Patrick> This goes for both the agency and client side. Find more courage. I appreciate that we need to be sensitive in a rapidly changing world, but we also need to have the guts to push boundaries, be remarkable, and have more fun.
