Advertising has often been shaped by the creative synergy of visionary duos—partnerships that have not only defined agencies but also left an indelible mark on the industry. Think of Nike’s Phil Knight and Dan Wieden, the duo behind the iconic "Just Do It" campaign, or Apple’s Steve Jobs and Lee Clow, whose collaboration brought us the legendary "Think Different" ads. These partnerships exemplified how powerful creative alliances could reshape brands and create lasting cultural impact.
For the Australia and New Zealand region, one such standout creative duo is Mandie van der Merwe and Avish Gordhan. Appointed as joint chief creative officers at Saatchi & Saatchi Australia in September 2023, Van der Merwe and Gordhan bring with them a formidable partnership honed over years of collaboration. Their journey from South Africa to the top echelons of the ANZ advertising scene, and now to leading creative efforts at Saatchi & Saatchi, is a testament to their collaborative spirit and relentless pursuit of excellence. Before joining Saatchi & Saatchi, the award-winning duo made significant strides at agencies like Dentsu and TBWA, where they developed a reputation for delivering impactful, boundary-pushing campaigns. This work has not only resonated within the region but has also gained global recognition.
During the Cannes Lions Festival, Campaign caught up with Van der Merwe and Gordhan in the sunny French Riviera. The conversation flowed from humour to technology, to the art of crafting creative teams, and importantly, to the motivations behind their recent move to Saatchi & Saatchi. Reflecting on Cannes, they remarked on how the experience felt like a "marathon"—intense, overwhelming, yet ultimately inspiring. "You come in feeling invigorated about the experience... and you leave feeling invigorated about what you’ve seen and what you’ve heard," Van der Merwe noted. Humour was also a significant topic of discussion at Cannes, particularly with its inclusion as a category in 2024. “It was refreshing to see humour being celebrated again,” Van der Merwe added. "For a while, it felt like the industry was afraid to laugh, but humour is and has always been a powerful way to connect with audiences."
Unpacking creativity is something Van der Merwe and Gordhan are well-versed in, and what better place to start than exploring the reasons behind their move to Saatchi & Saatchi? The duo shared their decision was deeply intertwined with their relationship with Dave Bowman, the chief creative officer for Publicis Groupe Australia and New Zealand, whom they fondly describe as their "Creative Sherpa."
"Dave gave us our break in Australia. Every career decision we've made since has been with his counsel. When your Creative Sherpa asks you to come and climb a mountain with him, you don't say no," laughed Gordhan. The iconic Saatchi & Saatchi brand and the strength of the Publicis network further solidified their decision, creating a perfect convergence of personal and professional aspirations.
Part of that excitement comes from their dynamic as a duo and their creative process itself. Having worked together for more than 20 years, Van der Merwe and Gordhan have developed a dynamic interplay between debate and collaboration—with their creative process being one where flexibility and mutual respect are key. "Creativity is often seen as a harmonious thing, but it’s more like a Big Bang—a big argument that leads to creation," Van der Merwe explained.
Gordhan agreed, adding, "We need high-focus alone time and then low-focus thinking as well. Once we've had that time apart, we come together and share... If there's any shreds of an idea left, and it survived us torturing it, it’ll probably survive someone else torturing it too." Their success, he shared, lies in understanding and accommodating each other's personalities. Van der Merwe joked, "You are very accommodating to my personality," highlighting how their partnership thrives on knowing when to step back and when to step forward—which also gives them flexibility in how they approach challenges and work with teams. Their differing personalities also allow them to unlock potential in different teams—where one might struggle, the other excels, and they leverage this to their advantage.
Both also stressed that creativity isn't a monopoly within the agency. Van der Merwe emphasised, "I'm not so arrogant to think that the best idea can only come out of a creative department... If you're willing to listen and leave your ego behind, some of the best ideas can come from anywhere." She added that their approach involves integrating input from all departments, whether it’s media, strategy, or even client suggestions. Gordhan echoed this sentiment, highlighting that the most successful campaigns often result from a collaborative effort where ideas are welcomed and refined, no matter their origin. "We’ve seen incredible ideas come from unexpected places—what matters is recognising and nurturing those ideas, wherever they may come from," he added.
In today's landscape, where creatives often grapple with the commercial demands of advertising, Van der Merwe is also committed to maintaining an inclusive and realistic mindset. She touches on the important balance between creative freedom and commercial viability, acknowledging that while creatives often see themselves as free spirits, it’s crucial to remember the industry’s context. "You are doing this for a client. You have chosen a career of commercial creativity. If you wanted to be something else, then you should have been an artist." While she values the creative struggle, Van der Merwe stresses the importance of embracing the industry's realities. This perspective extends to their client interactions, where feedback is seen as a vital part of the creative process rather than a hindrance. "I think [you] just have to that honesty as to the career that you've chosen. Find out who you are, find out the work that really works for you, and back yourself."
Looking ahead, Van der Merwe and Gordhan are focused on being prolific in their output, driven by a belief that consistent effort and high standards will naturally raise the bar for their work. "There’s some work coming up I'm hopeful for, but I learned many years ago not to get too excited until it's out the door. It’s a numbers game," Gordhan said. Reflecting on his journey, he also shared, "I was so convinced I’d go back to South Africa that I put stuff into storage—11 years later, it’s still there." Now, he’s excited about where life will take him next, with Australia firmly part of that plan.
As for the next six months, their focus isn’t just on building campaigns; it's about inspiring clients and establishing a legacy where creativity drives every decision and piece of work. "In the end, it's about finding new experiences, new clients, and making some really great work together," Gordhan concluded.
This interview is part of a two-part series with Publicis ANZ at Cannes 2024. Stay tuned for the insights from Campaign's chat with Publicis Groupe’s chief creative officer for Australia and New Zealand, Dave Bowman, and chief media officer, Publicis Groupe and CEO ANZ at Spark Foundry, Imogen Hewitt, next week.
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