TBWA\New Zealand has appointed Rory McKechnie as executive creative director. The appointment strengthens its creative leadership as the company continues to grow its presence and momentum across the country.
McKechnie joins the agency after nine years leading creative at McCann New Zealand (formerly DDB). There he helped shape work for some of the country’s best-known brands. These included Speight’s, Steinlager, Volkswagen, McDonald’s, Sky TV, Lotto NZ and One NZ.
With more than 20 Cannes Lions and 100 awards to his name, McKechnie has built a reputation for ideas that influence culture, drive effectiveness and challenge convention.
His appointment also reunites him with TBWA\New Zealand chief creative officer Shane Bradnick. The pair previously worked together at DDB.
A natural fit
Bradnick says: “Rory has an incredible ability to challenge convention and keep pushing until he finds something better. His relentless creative energy and a healthy dissatisfaction with the expected, which is exactly what we embrace at TBWA.
“We’ve made some work that I am incredibly proud of together, so I know first-hand the calibre of thinker, creative leader and person he is. Getting the chance to do it again is going to be a lot of fun.”
Catherine Harris, TBWA\NZ CEO, says: “Rory’s hire is part of our continued prioritisation of creativity at a time when too much of the conversation has centred around optimising to sameness. Efficiency doesn’t drive growth, it just lets you invest in it. Disruptive brand platforms, products, services, experiences and campaigns drive growth and creative talent delivers this.
“Rory is a hugely respected creative leader, who has delivered for some of the best work in market and we are so excited to have him join the team.”
Push ideas further
McKechnie says: “The best creative opportunities come when you’re surrounded by people who are willing to challenge the obvious and push ideas further.
“That’s what appealed to me about this role. Disruption has always been part of TBWA’s DNA, and there’s a real ambition across the agency to look at problems differently, solve client challenges in unexpected ways and create work that genuinely matters.
“The opportunity to work with Shane again was obviously a big draw. I have done some of the best work of my career with him. We know how to challenge each other. And we share an ambition to make work that people notice and that makes a difference to our clients’ businesses. I’m looking forward to getting stuck in.”
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