Tony Clewett makes creative move to local indie

With over 20 years experience partnering with some of the most well-known brands in New Zealand and the UK, leading creative advertiser Tony Clewett has joined Federation as the independent agency’s Chief Creative Officer.

Over the course of his career, the industry nice guy has amassed over 100 internationally recognised awards for creativity and effectiveness. These include numerous Cannes Lions, D&AD Yellow Pencils and a Grand Effies.

Most recently, Clewett headed the Creative Department at FCB NZ (before his redundancy), where he was instrumental in winning a coveted double first of both the Grand Axis and Grand Effie Award for 2019.

Sharon Henderson CEO of Federation says the appointment is a significant one for the independent agency.

“We searched far and wide for a creative leader who gets the power of integration and prizes that all-important combination of creativity and effectiveness. Tony is not only one of life’s truly good human beings, he’s a very rare creative talent and I’ve been jealously following his ideas for years. We’ve quietly been talking with Tony for several months now so we’re just thrilled he’s chosen to join us for this exciting new era for Federation. Bringing him on board as Chief Creative Officer in 2020 tops off a transformative year for our agency. He will also bolster the agency’s leadership team alongside Managing Partners Olly Boden and Elizabeth Beatty,” Henderson says.

Describing himself as a proud Kiwi, Clewett is the brains behind some of this country’s most-loved and internationally awarded advertising campaigns in recent memory, such as ‘Driving Dogs’ for BMW Mini and the world-famous Yellow Pages’ ‘Yellow Treehouse’. For the past two years running, his work has owned the coveted title of New Zealand’s ‘favourite Christmas TV ad’; 2018’s ‘Secret Santa’ for Farmers Department Store and 2019’s ‘Keeping Ho-ho hush-hush’ for NZ Post.

Commenting on his appointment Clewett says that he’s excited by the move into the independent world where he looks forward to working more nimbly and closely with clients.

“There’s an incredible energy and momentum at Federation, and I’m thrilled to lead an even greater focus on effectiveness through creativity,” Clewett says.

“Over the past few months I’ve really enjoyed working closely with the talented leadership team of Olly, Elizabeth and Sharon – they’re not only smart, they’re full of passion and drive too. Federation is one of NZ’s largest independent Agencies and is certainly going places, so I’m thrilled to jump on board and hold on for the ride.”

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