Anna Paine and Owen Bryson Bring Emotionally-Driven Creativity Back to DDB Sydney
Anna Paine and Owen Bryson are no strangers to DDB Sydney. The creative duo previously left their mark on the agency, but after an adventure at Dig, they’ve returned with a renewed sense of purpose.
With a mix of humour and passion, they reflect on what inspired their return, how they plan to build on the agency's legacy, and how the ever-changing advertising landscape continues to drive their creative philosophies.
As they settle back into the DDB fold, they emphasised the importance of emotional storytelling, collaboration, and adapting to industry trends — while also sneaking in some light-hearted banter about breakfast wraps and margaritas.
LBB> Have you always been creative, even as a child?
Anna> If you asked my Mum, she would say I was very creative when sneaking out the house (sorry, Mum).
Owen> I’ve always enjoyed writing. When I was six, I wrote a poem about snakes that my parents had framed. It went, “Some snakes are short. Some snakes are long. Some snakes are weak. Some snakes are strong. Some snakes are silly. Some snakes are clever. Some snakes are happy. Some will be never.” Take that, Shakespeare.
LBB> What inspired your decision to return to DDB Sydney after your time at Dig?
Anna and Owen> In no particular order: the people, the work, the ambition, the opportunity, the clients, Bev’s brekkie wraps, the formidable creative department, the formidable snack selection, proximity to Taste Legend, Matt Chandler, and five margaritas.
LBB> How do you plan to build on the creative legacy you helped establish during your previous tenure at DDB?
Anna and Owen> While on paper, the clients look the same, a lot has changed since we were last here. The world’s a different place; brands are facing different challenges, and the work and tone have evolved along with it. So, once we get our heads around that, we’ll just do what we always do – try to find that emotional advantage that Leif’s [Stromnes, DDB’s managing director of innovation and strategy] always banging on about.
LBB> Can you share any upcoming projects or campaigns you’re particularly excited about at DDB Sydney?
Anna and Owen> If we told you, Sheryl Marjoram would have to kill you*
LBB> How do you see the role of emotionally charged creativity evolving in today’s advertising landscape?
Anna and Owen> Our mate Bill [Bernbach] answered this question better than we ever could. But we’re going to edit his quote slightly because of patriarchy. “It took millions of years for man’s people’s instincts to develop. It will take millions more for them to even vary. It is fashionable to talk about changing man people. A communicator must be concerned with unchanging man people, with their obsessive drive to survive, be admired, succeed, love, and take care of his their own.”
LBB> What are the trends in the region you’re expecting to see take off in the next year?
Anna and Owen> AI will solve climate change, and ChatGPT will win a Titanium Lion for the case study posted on TikTok.
LBB> What are some key differences between working at an indie agency like Dig and a major agency like DDB Sydney?
Anna and Owen> It doesn’t matter if you’re at a large or small agency; the job of having ideas is the same. The difference is the number of people and variety of expertise you can draw on to help develop that idea and birth it into the world.
LBB> In your opinion, what makes DDB Sydney a world-class agency, and how do you plan to contribute to maintaining that status?
Anna and Owen> Same thing that makes every world-class agency a world-class agency: smart people who are excellent at what they do. We plan to work with them, listen to them, and learn from them.
*Only joking, we’re relatively sure Sheryl’s never killed anyone.
