A Q&A with Rainger & Rolfe’s Creative Director Kelly Putter

Meet Kelly Putter, an internationally acclaimed Creative Director and Writer who has recently made New Zealand his home – revelling in the Kiwi lifestyle and dry humour. We caught up with him to delve into his experiences in the agency world down-under, his perspectives on creativity, and his unforgettable masterpiece known as ‘the world’s manliest billboard’.

Before returning to New Zealand you enjoyed considerable international success?

Yes thank you. As any creative will tell you, international projects and winning big awards is always fun and I’ve been lucky enough to win a few here and there.

You’ve also worked in leadership roles at some of the big agencies?

Yes, I’ve been fortunate to work in some incredible agencies: Ogilvy Singapore, Saatchi & Saatchi Singapore, Ogilvy South Africa and The Campaign Palace in Sydney to name a few. After the Palace I started two of my own agencies in South Africa. 

What was that like?

Again, I was privileged to gain extraordinary experiences and work with some ridiculously talented people, both agency side and client side. Crazy briefs, big budgets, impossible productions and a cheetah – it was everything you’d imagine and then some!

What is the international campaign you are most proud to have worked on?

There are a few. Nike ATL and retail, various Panasonic campaigns, Nestle and Unilever in Asia, DHL and heaps more. Strangely it was a small budget campaign where the client insisted some breakthrough thinking was needed. So for a men’s shoe brand in South Africa, I created ‘the world’s manliest billboard.” The billboard, in real time, grew a beard when consumers interacted with the brand on social media. The budget wasn’t big, but our work was talked about worldwide.

How would you describe the differences working internationally and working in NZ?

Besides dry Kiwi humour, here I see a desire to innovate and be distinctive. That has always been the hallmark of the New Zealand market. For me it’s a thrill working with clients and marketing managers who have a passion for producing seriously fresh and interesting communications.

Any unfinished business?

I just love the sparkle and buzz of advertising and the potential to help our clients grow. I also feel great advertising doesn’t just drive commercial success it can also have a massive cultural impact -that’s the unfinished business – to be part of something that creates big change and is talked about, the world over. That would be fun!

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