A blog for the New Zealand creative advertising industry, now at www.campaignbrief.com/nz. Email news to: michael@campaignbrief.com

Friday, November 03, 2006


Heidi Tacbian, one of New Zealand’s leading interactive strategists, has joined Draft as GM of Interactive.
Tacbian has one of the best track records in the Australasian interactive industry, having left Saatchi & Saatchi to set up Tribal DBB in New Zealand.
Judi Lewis, the GM of Draft, comments: "Our interactive offering is growing rapidly, and Heidi’s appointment will make sure we stay ahead of the game. Her knowledge of mobile, web and PC-based interactive applications is second to none."
Tacbian has led many high profile interactive campaigns, and has won several international awards for work such as Force 9 for the NZ Army and Soundscape for the Royal New Zealand Foundation of the Blind.
In 2006 alone, Tacbian won the Grande AXIS and the Best In Show EFFIE for the Telecom Rubbish Film Festival, and a Gold EFFIE for Fight the Monster (Child Cancer Foundation).
Tacbian will help Draft’s clients to develop market-leading creative strategies for online and emerging technologies, and ensure that ideas can be developed seamlessly from brand to direct applications.


Anonymous Anonymous said...

Great move and Good Luck!

11:15 am NZDT

Anonymous Anonymous said...

Congratulations - what a lovely lady.

What now for Tribal?

12:32 pm NZDT

Anonymous Anonymous said...

"Tacbian won the Grande Axis and Best in Show EFFIE for the Telecom Rubbish Film Festival, and a Gold EFFIE for Fight the Monster."

That's some pretty strained ticket clipping...

1:21 pm NZDT

Anonymous Anonymous said...

1:21 PM, Point taken.

2:47 pm NZDT

Anonymous Anonymous said...

Do interactive arms take it up the RSS? Comments please.

8:04 pm NZDT

Anonymous Anonymous said...

Where's the comment about the great creatives she worked with that made it all possible? they won the awards.

8:18 am NZDT

Anonymous Anonymous said...

8.18 AM - This is a press release, the goddamn agency is acknowledging this persons involvement in some awards and their hiring of this person. If you want a fricken list of credits, go to caanz.co.nz.

7:58 pm NZDT

Anonymous Anonymous said...

7.58pm - This is a *Blog, People comment on things, anonymously.

* Buzz word. See http://www.urbandictionary.com/define.php?term=blog

8:46 am NZDT

Anonymous Anonymous said...

I agree with 8.18. It may be a press release but it's a pretty wild spin on things.

Being the producer on a job is a pretty tenuous link to the gongs. If you were the creative on a job - say you were the creative. If you were the strategist on the job then say you were the strategist.

If you were the producer on a job then you handled work-flow, budgets and timelines... I'm not sure how that allows you to credit yourself as one of New Zealand's leading interactive strategists.

9:41 am NZDT

Anonymous Anonymous said...

Congrats Heidi - good to see you got away from Saatchi quickly - Tribal might miss you though!

3:23 pm NZDT

Anonymous Anonymous said...


4:27 pm NZDT

Anonymous Anonymous said...

Congrats Heidi, you'll do well in whatever you choose to do.

4:46 pm NZDT

Anonymous Anonymous said...

9:41 AM - It is so obvious that you’re not from the interactive space and have no idea what an interactive producer does. Interactive is not TV. A lot of the time an interactive producer is involved with the suits and the planners well before a brief even arrives to the creative team and continues to be involved in everything so it all comes together in a successful launch.

Obviously, the great idea plays the major role but the success of the campaign depends on the efforts of the whole team and our creative’s are secure enough to accept that the whole team deserves to be credited with a job well done. Each person on the team has the right to be proud of the awards won and that certainly includes the producer. You can guarantee that Tom Eslenger doesn’t put names on credits if he doesn’t think they deserve it.

Stop being so insecure; and get to work coming up with TV ad’s that are worth watching instead of trying to re-write parts of obviously PR word-smithed press releases to get your pathetic archaic point across.

11:16 am NZDT

Anonymous Anonymous said...

Heidi, Heidi, Heidi.

12:27 pm NZDT

Anonymous Anonymous said...

I appreciate that Heidi played her part in these awards… as a producer. I also appreciate that a producer, interactive or not, plays a key part in any award win.

But which awards did she win for her 'online strategy'? That's what the story leads with, that’s why the PR is misleading.

If Heidi was the clued up Interactive Strategist she claims to be, she’d be aware it’s a bad idea to attempt to list your accolades on the blog. Especially if said accolades are misrepresented.

2:27 pm NZDT

Anonymous Anonymous said...

Jeez, give the poor girl a break! Someone wrote a press release, they're gonna make a big deal, aren't they?

It's no different from Sharon H banging on about DDB being the best 'integrated communications' agency, or the latest ultra-hot Oz team flying in to rescue someone's rep. Move along folks, move along.

10:49 pm NZDT


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