Executive Creative Director / Clemenger BBDO Melbourne
Currently ECD at Clemenger BBDO Melbourne, Ant Keogh is currently No.1 Creative Director in the Campaign Brief and Campaign Asia rankings. He was named #4 Creative Director in the world by the Won Report and amongst the top 10 “Creatives You Should Know” in 2010 by Ad Age, U.S.A.
As a copywriter, his most famous work is the on-going Carlton Draught “Made from Beer” campaign featuring “Big Ad”.
Recently voted “No.1 Beer Ad of the Last 15 Years” by One Show and included in the Sydney Power House Museum's "Top 10 Greatest Australian Ads” and Gold at Cannes, One Show, Spikes, etc.
He was also the Creative Director of recent award winning campaigns such as NAB “Breakup” (Grand Prix at Cannes), Four ‘n’ Twenty’s “Magic Salad Plate” (Gold, Cannes), Australian Guide Dogs’ “Support Scent” (Gold, Cannes), Carlton Draught “Slo Mo” & “Beer Chase”(both Gold, Cannes), Carlton Mid print (Gold, Cannes).
He helped Clemenger BBDO Melbourne rank #10 worldwide on the Big Won Report and win Campaign Brief’s Australian Agency of the Year for the last five years in a row.
He recently served on the Cannes Jury: Film (2013) and Print (2010).
He is also a painter, musician and screenwriter.
You’ve been a creative director, a painter, a musician, a director, a screenwriter. What is the thing that best describes what you are now?
Well these days, especially since having a child, I spend nearly all my time being a creative director. But I’ve always tried to push other stuff on the side. I was a creative kid. I was lucky there was a job for someone like me.
How did you start working in advertising?
I did a ‘visual communication’ degree. I wanted to be an illustrator but a lecturer said your ads are funny, you should look at being an Art Director. I didn’t exactly know what the job was, that you could be paid just to think of stuff. Later I became a writer.
What keeps you in this industry?
It’s pretty simple. You get to be creative and get paid. Some days I would do my job for free. Other days I would rather be a gardener.
You judged this year at Cannes in the film category. Can you name the three campaigns that have left the strongest impression on you?
Since I judged film, that category made the strongest impression: Superhumans. Southern Comfort. The Beauty Inside.
What do you take from a judging experience?
It’s great practice narrowing down 3.150 ads to 13 Golds. Also, observing your direct peers, people at your level but from all over the world, and watching their decision making process. Plus I got to watch John Hegarty in action.
What’s the best thing that happened to you because of advertising?
I met my wife through an ad. She’s a director.
What is the project that you’re most proud of? Why?
Carlton Draught ‘Big Ad’. My first Gold Lion. It was a real cultural hit in Australia. It’s in the ‘Powerhouse’ museum. I like a lot of our recent work but I was still a writer on Big Ad so I feel more responsible and connected to it.
Where do you take your inspiration from?
Sometimes it’s from amazing ads. There are some clever people out there to watch. But I think you shouldn’t get caught up only looking inside the industry. Apart from when I was just learning (which is where it’s crucial by the way) I’ve never nerded-out on every award book like some people. So most often it’s from comedians, books, art, films & music.
