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Publicis Mojo CCO/Co-chairman Craig Davis talks Franklin Tipton

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Publicis Mojo has confirmed that multi-awarded U.S. creative Franklin Tipton will be joining the agency as creative director of its Melbourne office. Tipton, currently a creative director at Goodby, Silverstein & Partners, has steered several notable campaigns, including Goodby's "Now Network" effort for Sprint. Prior to Goodby, he worked at Crispin Porter + Bogusky on celebrated work for Mini, Method and Volkswagen, including the Cyber Grand Prix-winning Method "Come Clean" and Volkswagen's GTI campaigns.

Tipton's hiring hopefully brings Publicis Mojo CCO/Chairman Craig Davis closer to his goal of making the Australasian agency a global player. "He wants to come and test the zero geography theory," Davis says. "With the right people and a little bit of technology you can live and work from anywhere. We're going to test that theory in Australia." The agency currently has offices in Sydney, Melbourne, Brisbane and Auckland, New Zealand. Tipton will join a creative leadership team that includes Davis and Mojo Sydney CD Micah Walker.

Davis had first met Tipton a few years ago in London during D&AD judging. "We had a really great conversation and kept in contact. Then this opportunity came up I think I sent him and email or a text and said, "Ever thought of Melbourne?" To my great surprise, he said, 'That could be fun.'"

Tipton will begin his new job in January 2010. Davis believes he will bring fresh creative perspective the office, which saw the recent departures of ECD Darren Spiller, who moved to Fallon Minneapolis to become CCO in June, and former CD Leon Wilson, who joined Spiller in Minneapolis as creative group head.

"When he comes we'll breathe a sigh of relief," Davis says, noting that the Melbourne office needs "an infusion of energy." There, Tipton will have plenty of creative opportunities, given the agency's broad range of clients, which include Boag's, Nestle, Cadbury, Qantas, Telstra, Nike and Toyota. "People can probably achieve in a year in Australia what they might, in maybe three years in London," Davis says. "There's not a lot of standing on ceremony. People work really hard and quickly and clients tend to go, 'OK.' You can achieve a lot fast."

Moreover, Tipton will help the agency reach its goal to export Australian creative to the global community. "People think Australia's a long way from everything," Davis says. "That's part of what we're trying to overcome. I'm really excited to have Franklin here."

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