The Way I See It: Tony Granger

Tony Granger is global chief creative officer at Young & Rubicam. He moved to Y&R after six years with Saatchi & Saatchi, in London and New York.

Vital statistics?

Age: 47. Marriage: Claire. Children: Victoria (10), Richard (13), Gary (21). Homes: Fairfield Beach (Connecticut), and Park Slope (Brooklyn).

Where in South Africa did you grow up?

Johannesburg.

What is your first memory?

Going to a drive-in movie with my folks.

Did you have a happy childhood?

Yes. My parents were always there for us. They worked really hard. Bringing up five children wasn’t easy.

How much did you notice apartheid?

“Whites only” signs were difficult not to notice. Everything was segregated: buses, schools, beaches. ‘Non-whites’ had to carry a document, called a pass, which would allow them into white areas during certain times of the day. Heaven help you if you didn’t have a pass on you. Not a good time in the history of South Africa.

Education?

High school and the street. I had no formal training in our industry at all.

Tell us about being a musician before you went into advertising.

I wanted to be a rock star. Who doesn’t...?

How did you get into advertising?

I ripped out some magazine ads I thought could be improved on, and redid them. I then showed my book around and convinced an art director to let me be his assistant.

What was the first advertisement that made an impression on you?

VW Lemon [Doyle, Dane, Bernbach]. It’s brilliantly simple.

Did advertising live up to your expectations?

And more.

Did your parents approve of your career choice?

Musician versus ad guy… mmm… tough on them. I think they were relieved that I ended up in advertising, although I’m still not sure they know exactly what I do.

Why did you leave South Africa?

For adventure. I’d lived in South Africa for 40 years and wanted to see life from a different point of view.

Was it a culture shock moving to New York?

Not really. I love New York. You can dream as big as you dare and it may actually come true.

…and London?

A London newspaper greeted me with the headline “Another Johnny foreigner takes top job in London”. It got better from there. The people in the London industry are outrageously smart and talented.

What were your greatest difficulties with those moves?

Uprooting my kids out of schools, back and forth over the pond. I won’t do that again in a hurry.

Tell us about the upheavals at Saatchi NY and the “Saatchi 17” [a clash between worldwide CEO Kevin Roberts and vice chairman Mike Burns that resulted in mass resignations].

They left. We replaced them.

Do you really believe the Saatchi/Kevin Roberts Lovemarks mantras? [that consumers can be persuaded to feel love, respect and “loyalty beyond reason” for certain brands]

I did, yes. And it brought in lots of new business.

You have a reputation for toughness – is it deserved?

Tough on the work, gentle on the people...

What do you think of awards?

There are too many of them.

What about Cannes?

That’s mandatory – for clients and us. It’s the only show where you can watch every entry per media, per category (if you have the stomach for it) without being a judge. I always come back from Cannes inspired.

You think clients should also be there?

When we won the Cannes Grand Prix for Tide, our client was up there on stage with us. It’s their award too. They’re the ones who have the final say at the end of the day. If I could, I’d take all my clients to Cannes every year. It helps us see the work from a similar point of view.

What do you think about fake ads?

Instead of creating scam ads, take your clients proactive ideas that strategically serve their business. It shows you’re thinking of them. They love it.

What is your favourite advertisement ever?

“When you’ve eaten something you shouldn’t have,” for Alka-Seltzer.

What ads do you hate?

The guys who shout! What? Just because you scream at me, do you think I’m going to buy your stain remover/car/recliner before stocks run out!?

What defines your work?

The people who create it. I’ve been fortunate enough to work with some brilliant and talented people.

What is the hardest campaign you have ever worked on?

They’re all hard.

Why did you move to Young & Rubicam?

Because of my partner, Hamish McLennan [Y&R global chairman and CEO]. We see things in a similar way. We’re a team built on trust.

It’s been said of you that you have “enough energy and enthusiasm to circle the earth several times”. How do you retain that energy, physically?

I run every day.

…and mentally?

I love what I do.

What is the most important lesson you have learned in your life?

To count to 10.

What is the worst thing that has ever happened to you?

I’d rather not say.

What is your greatest regret?

Not having the courage to be a breadline musician.

What makes you laugh/cry?

My family.

What makes you angry?

Selfishness and lies.

What do you love?

I’m an obsessivecompulsive art collector — Jean-Paul Basquiat in particular at the moment.

What is the worst thing about the advertising industry?

Gossip.

…and the best?

Talent.

Do you think there’s a problem with drink and drugs in the industry?

The great people I’ve met don’t need them.

Do you care what other people think of you?

Sure, but you can’t please everyone all the time.

How do you judge people?

By the fire in their eyes.

How do you judge yourself?

Harshly.

As a consumer, how much notice do you take of advertising?

I fast forward through the schlock and rewind anything that looks interesting.

How is it going to be possible to target consumers in the future when their attention is fragmenting across a range of media?

Create stuff they like. They’ll find you.

Who are your heroes?

Buzz Lightyear: To infinity and beyond!

Any others?

The person I most admire is Nelson Mandela. In South Africa we call him Madeba (father). He’s the reason democracy worked in South Africa, and the reason peace and political stability have existed there for so long.

Doesn’t the lack of women in advertising make it one-sided and ineffective?

Is there a lack of women? Not in my world.

How important is money to you?

Try and order a venti coffee without it.

Are you ever ashamed at the amount of money that is spent/ earned in advertising?

If you’re great and you’re passionate, you can make a really good living in our game. The shame is that society doesn’t reward teachers, police, social workers, etc. They are also great and passionate about what they do.

Where do you stand politically?

I’ve drunk the Obama Kool-Aid.

What is your view of marriage?

You have to find the right partner.

What do children need most?

Love.

What does being a parent mean to you?

It’s the meaning of life.

Are you afraid of dying?

Of course.

Where do you want to be buried?

Just don’t put me in a box.

What gives you the greatest pleasure/ happiness?

My family.

If I could relive my life I would:

Live the good parts.

If I could change the world I would:

Power it with the sun.

The most important thing is:

Happiness.