RUMBLE CREATIVE & MEDIA
NYF’s powerhouse Grand Jury represents the most diverse brain trust of prominent advertising creatives from 50 countries around the globe. This esteemed peer-nominated panel provides a 360-degree creative view of the advertising world today. The Grand Jury’s award-winning international creatives evaluate NYF’s entries from over 100 countries worldwide and determine which creative campaign will move on to the medal round.
2018 Grand Jury member, Nancy Hartley is Creative Partner with Rumble Creative Media Australia. In 2014 she formed Rumble Creative Media with her creative partner of 14 years, James Burchill. As long-time ECD’s for both independent and multi-national agencies, they led the creative team on the ground-breaking Best Job in the World campaign for Tourism Queensland.
Nancy has earned numerous accolades throughout her career including: AdAge Top 10 Creative Directors Worldwide in 2009, Australian Creative ‘Power 20’ in 2011 and ADNews Top Ten Women to Watch in 2011.
New York Festivals: Why judge…and how do you find the time?
Nancy Hartley: Being invited to judge the year’s best work is an absolute privilege and I will always find the time. It’s fantastic when you see a familiar brief cracked a new way, a profound insight brought to life, or a brilliant “hack” of the latest tech that capitalizes on a moment in time. I’ve made lifelong friends and contacts around the world and because we keep in touch on social, I get to see their famous campaigns go live and play out in real time.
New York Festivals: What was the hardest ad you ever had to create and why?
Nancy Hartley: I think everything will pale in comparison to being part of the Best Job in the World. It was equal parts thrilling and terrifying, because we were doing something that hadn’t been done before. We had done everything we could to ensure it would be a success, but there was no guarantee it would play out to script when we pushed the button. We were suddenly swept up in an all-consuming phenomenon. I feel very lucky to have had that experience.
New York Festivals: In 3 words or less, what do you think about 6 second commercials?
Nancy Hartley: Just wrote some.
New York Festivals: What was the first ad you saw that made you say “wow!” and got you on the track to a career in advertising?
Nancy Hartley: The “Dear John” commercial for BASF audio tape. A NZ ad written by Roger Brittenden, directed by Tony Williams. A young soldier gets a cassette from home: “it’s from my girl, Shirley – we’re going to be married!” A bittersweet comedic piece plays out as it turns out Shirley has written him a break-up song: “Tonight I’m with another, you’ll like him John – he’s your brother.” It’s pretty awkward and then the Sargeant says “Play it again, John.” Pay-off line is BASF tapes. Even the bad times sound good. Multiple punchlines and a whole story in 60 seconds. You couldn’t wait to watch it again.
New York Festivals: Where do you see ads showing up in the future that we don’t have now?
Nancy Hartley: On the insides of our eyelids as VR becomes less cumbersome.
New York Festivals: If you could work in advertising alongside any one person past or present, who would it be?
Nancy Hartley: Past: Bill Bernbach. Present, I’ll have to cheat and name two: Sir John Hegarty and David Droga.
New York Festivals: Favorite music album of all time?
Nancy Hartley: Paul Simon Graceland. I choose this because Paul Simon never rests on his laurels, he just keeps exploring and creating.
New York Festivals: If you’re binge watching…what are you watching?
Nancy Hartley: I’m offsetting the intensity of “Mind Hunter” with the hilarity of “The Good Place”.