Vale award-winning creative Phil Gjedsted: Known to friends as ‘Govinda’, it was his pursuit of enlightenment that set him apart
The ad industry in Australia and Asia will be saddened to hear of the passing of renowned award-winning creative Phil Gjedsted in Queensland. A career in advertising may not be renowned for longevity but Phil Gjedsted’s spanned six decades, filling senior roles at some of Australia’s leading and most volatile agencies, notably Begg Dow Priday, Leonardi & Curtis, Mojo MDA and Y&R Mattingly, as well as Batey in Asia.
Gjedsted’s quick wit and sense of humour made him great company. He was more than respected. He was loved by many.
Certainly, he was known as an award winning writer and creative director. But it was his pursuit of enlightenment that set him apart. Gjedsted was one of those fortunate people who have a kind of inner light. In business, he kept it guarded but when it flashed, it flashed brilliantly.
According to former creative partner Drew Lees, Gjedsted attracted like for like: “He was close friends with Chi Kung (Qigong) masters, renowned clairvoyants, and global spiritual gurus like Muktananda – founder of Sidda Yoga. It was Muktanada who gave Phil the name ‘Govinda’ – one of the several names of the Indian god Shiva. Many people referred to Phil as ‘Govinda’.
‘Always humble, yet accomplished actors, directors, rock musicians liked him. He seemed to know everybody. Both mainstream and counter-culture.
“These characteristics of Phil’s were great for the creative process. He could be like a battery generating positive energy. And wisdom. I saw it and hitched my trailer.
“Phil always hired creatives he regarded as more enlightened people, not just clever at communications. He was hiring people to become friends, not just employees.”
1960s
Gjedsted hailed originally from Bondi Beach where he was one of the group of hard-core surfers who owned the Bondi break in the 1960’s. He was there at surfing’s golden beginning. With a soundtrack provided by the Beach Boys and Rolling Stones they sometimes let teenage Californian GI’s on leave from Vietnam surf with them, but only if the Bondi crew liked them.
1970s
One of Gjedsted’s first jobs was in the Film Department at Sydney University. This led to being one of the main organisers of Australia’s first major counter-culture event, the legendary Aquarius Arts Festival at Nimbin in 1973. First of its kind.
Gjedsted joined the advertising industry soon after, working for various agencies in Sydney.
1980s
By the 1980s he was in Melbourne, producing award-winning copywriting at various agencies including Begg Dow Priday, Hayes Cowcher Dailey, Leonardi and Curtis, and FCB. Award-winning work included Lacoste, Jarvis Walker, Portmans, Kinnears and Channel 7.
In 1984 he linked up with Drew Lees at Monahan Dayman Adams, an agency generally regarded by people who were there, as the most enjoyable place they would ever work.
Personalities who led departments or featured at Monahan Dayman Adams at this time included Terry Durack, Chris Dewey and Ted Horton. And of course Phillip Adams, who was at the time a cultural oracle. Television news crews would come and go from the corridors, asking Phillip Adams’ input or opinion on national issues. How many agencies have someone like that?
Gjedsted stayed on there with Lees as Creative Directors when Monahan Dayman Adams bought Mojo. These were interesting times and books were written about the politics and conflicts of the merger of the two iconic agencies.
The raft of award-winning work Gjedsted produced at MDA included a TV Commercial for Vegemite, regarded as one of Australia’s favourite ads of all time. The spot also was an AWARD Silver Pencil. Other award-winners included campaigns for Australia Post and Ribena.
When renowned US creative agency Chiat\Day bought into MojoMDA, the company became Chiat/Day/Mojo.
Chiat\Day’s Lee Clow sent a New York lawyer to Melbourne to arrange US citizenship for Gjedsted and Lees but both declined. Lees recalls responding at the time: “We’re Australians. Who in their right mind would give that citizenship up?”.
1990s
Around 1989 Gjedsted went to Y&R Mattingly, one of Australia’s big three agencies, as joint Creative Director. Soon after, the agency was nominated Agency of the Year by trade press.
One landmark job at Y&R Mattingly was working on Sky Channel for Rupert Murdoch in the UK. Murdoch was frustrated by the obtuse English creative style at the time and said ‘Get me an Australian’. Gjedsted and Co filled the bill and produced the work in London that launched Sky Channel. Hugely successful.
Gjedsted parted with Lees around 1993 and returned to Sydney to his home on the waterfront at Bondi Beach. While Lees went to The Big Day Out for a while. He was director of the rock festival from 1993 to 1999.
At this time Gjedsted worked with the late, great Neil Lawrence at Y&R.
2000s – 2020s
Gjedsted joined Batey Red Cell in Singapore in 2002, the renowned agency where Lees had joined a few years before.
During this period he worked throughout south-east Asia including India, Singapore, Hong Kong, Vietnam and Bali giving him great insights into the region.
In 2005 Gjedsted started Philms, later Globalphilm’s, based in Bali. He offered clients branding, traditional advertising, digital media and corporate films.
He did this for over 20 years and was still producing advertising for Globalphilm clients in 2024.
His latest abode was at an idyllic property in northern NSW.
Left pic: Gjedsted with creative John McCabe (deceased) and commercials director George Muskens (deceased) in Bali. Right pic: Gjedsted (standing) with CB publisher Michael Lynch, Best Ads Director Patsy Peacock, creative Richard O’Brien (deceased) and PR legend Lynda Gray in Bali