CB Spotlight on Richard Williams: From Clemenger BBDO to new horizons at VML

Richard Williams is ready to take on new challenges as he makes the leap to VML. With an illustrious career at Clemenger BBDO, the newly appointed Group ECD, Melbourne and Sydney, plans to build on the strong foundation already in place at VML. In this brief chat with Campaign Brief, he shares his excitement for the new role, his thoughts on creating iconic work, and what he hopes to achieve in his next chapter.

What’s the first focus on the agenda?

The first thing on my agenda will be to learn. I’m excited to learn about new clients, new problems, new opportunities. I want to learn more about VML and the offering. I think only then will I be in a position to build on the strong creative foundation Paul and Jake have built over the last few years.

What drew you to the agency?

It was the initial conversation I had with Paul Nagy that drew me to VML. He spoke passionately and honestly about his and the broader VML leadership’s creative ambition. It was music to my ears. Seeing the client list and meeting Sarah Bailey only made me more interested in the opportunity.

It’s funny, when I first began in advertising, I was desperate to work for George Patts. The work they were making was some of the best in the world. I do love now, in some small way, I can finally fulfil that ambition.

How does it feel to make the leap to VML after spending the entirety of a career at one shop?

Slightly terrifying. I made the joke when I left Clems that I was like Brooks from Shawshank Redemption. I have been institutionalised and will struggle in the outside world. Hopefully it ends a little better for me.

Having created some of Australia’s most iconic advertising campaigns, what do you think makes an ad “iconic”?

An “iconic” piece of work needs to be a wonderful collision of emotion, originality, craft and human understanding. It needs to have broad appeal which generally means it needs to be stunningly simple.

There is an effortlessness to iconic work and I think this is often overlooked. I have no doubt the nips and tucks made to ideas, and the slight compromises we make ultimately erode the purity and effortlessness we need to create work that has any chance of becoming iconic.

What are the creative projects you’ve loved making most?

Carlton Draught Beer Chase was a highlight for Ant and I when we made it. What’s not to love? We got to shoot a largely untouched script with Steve Ayson, in Hollywood.

NAB Mini Legends was another highlight. The reaction the work received when it was launched was unbelievable. As an idea it didn’t make sense outside of Australia but it blew up in the footy world and that’s the world I live in.

What do you hope to bring to VML?

Over the last two decades I’ve been fortunate enough to work with some of the most astute and brilliant creative people in, not just Australia, but the world. This experience and influence have been pivotal in shaping who I am as a creative leader. I’m hoping I can impart some of what I have learned to help grow the creative offering and output of VML.