BMF’s Hawkins to creative director at Tongue
Due to rapid agency growth Tongue has appointed BMF art director Luke Hawkins (far left) as creative director, who will report directly into Jonathan Pease (left), executive ideas director and Lyndon Hale (centre), executive creative director. Hawkins joins the 44 strong team in the Sydney office and will begin working on new integrated ideas assignments immediately.
Says Pease: “Luke is exactly the type of creative person we’re hiringat Tongue – he focusses on ideas rather than going straight toexecutions, is expert in multiple disciplines, and understands how tobuild campaigns that get people talking. We’re not looking for yourtraditional writers and art directors… they’d struggle with the kindof work we’re doing. Matching the unique qualities of Tongue’s cultureand staff, Luke’s background and expertise works perfectly.
During his eight years with BMF, he launched and ran BMF Design beforemoving into an art director role working across multiple disciplines. He was also instrumental in the fashion label
Tight Knickers and has had illustration work published globally.
Says Pease: “He’s a true all-round Integrated Ideas guy, with animpressive awards haul including AWARD, Cannes, Caples, ADMA, Echo, TheGlobes and most recently a Silver Pencil at The One Show for 6 Beers ofSeparation for Tooheys Extra Dry.”
27 Comments
Congratulations Hawko!
– Boydsta
The Gun club misses you already. Well done but
I always said he was a mover and shaker, that boy.
Congrats. A gentleman surfer.
Luke is a top top bloke, think he is creatively above those dudes though. Luke will have to get himself a white jacket, black jeans and silver trainers now!
On ya, He-man. It’s well deserved and I am sure part of the brief was to get an all round top fella as well top draw ideas man, because they certainly got that!
Looks like this dawg is moving up to a bigger kennel…
Congrats Hawko. Go for it!
Congrats Luke. A definate loss for BMF. Well done Tongue on a very smart hire.
One word:
FROTH
I find it hard to believe Jonathan Pease would simply fabricate a Cannes Lion win.
But regardless of the extent of his involvement in said Lion, the guy’s done well for himself, you have to give him that.
Fuck, the losers on this blog are beyond stupid.
Comments like “What has Pease done?”
Well, he has started an agency that has 44 staff and he is hiring this bloke that so many of you like, so either this bloke is a complete fuckwit or your assessment of him is way off, otherwise why would he join this agency.
Pease has started up something, I am assuming the morons who comment here are purely low life salarymen or women who have never taken a risk, never started something and sit back and ridicule others while they churn out loads of hack work to fill their less than impressive folios.
It’s no wonder the Aussie ad scene is not even considered mildly serious by the rest of the world. Hence why the ones with talent leave and don’t return, they want to distance themselves from the plebs.
I’m in the US, have no desire to ever work in that shit pile of an Aussie ad industry again. When I show people here the comments on this blog they simply laugh at the level immaturity shown.
Nice one Le Hawk. You’ll kill it mate.
I thought they already had a CD. I know him.
Nice 1:25AM
Whether you are really in the US or just stayed up late in Sydney to create the impression, I fully agree with your sentiments.
There is so little tolerance here.
Work is either good or shit, people are either good or shit, agencies are either good or shit.
There’s lots of types of all three, doing their best and making their own contribution to this industry. Respect their achievements for what they are. Maybe not everyone shares your narrow goals and definitions of success.
1:25am, just an FYI, he didn’t start it. It’s an older STW company, New Dialogue, that has been rebranded.
Did mike leave?
1.25 am – I get it that your angry. But lets deal in fact, not emotion. One correction – Tongue is the agency formerly known as New Dialogue, it already had a sizable staff to start with born out of Media Agency Ikon. It has been re-badged as Tongue. So lets leave the “he started an agency” stuff out of it – he joined a snowball ( a good one) rolling down a hill.
If Tongue has to stand for the work alone, not individuals, so this conversation now after many months has to move on. There are other great senior staff there who seem to have faded a little into the background, why?
The focus of this story is Luke, he is an awesome guy, personally & creatively. I know because I’ve worked with him. Good luck Luke. I look forward to hearing of a new ground breaking campaign Luke has led creatively in the next CB Tongue update.
Hey 11:16AM, to start with I do work in a creative agency, with clients who love creative work, and I have been rewarded with a Gold Lion for that work.
Good clients care more about the creativity than the awards as the awards are only this industry patting itself on the back. Do you honestly think a client would care if someone won a Cannes Lion for Bob’s Fish ‘n Chip Shop in Mudgee? And no doubt there are enough tossers out there who have won Lions for the equivalent of said aforementioned kinds of clients. I doubt any good client would care, but if they did then they are a poor reflection of an intelligent marketer.
So, I stand by what I said, clients don’t give a rats arse about awards, but the good ones do care about great creative work.
Shall I send over some Brasso for you to polish up your Cannes Lion(s)? Or are you still trying to crack the visual pun for Shirley’s Waxing Salon in Nowra?
Mike is still there. They have 2 creative directors. Well done Luke.
TTT, awards are NOT the only way to prove creativity. You’re obviously quite young. Ever done an ad and seen sales increase nationally by 40% overnight? Ever heard a client say “pull the ad off air, we can’t make enough product”? Ever sat in a cinema when your ad comes on before the main feature and the person sitting in front of you nudges the person next to them and says “Hey, watch this, it’s really good.”?
Hey, 3.13pm, yet again you’re wrong on all counts. I don’t consider being in my 40s as being young in this business. And I can honestly say ‘yes’ to all your other questions, except raising sale nationally by 40% overnight. 40% yes, overnight no.
But if your shelf wobbler has managed to sell 10 tins of sardines instead of the previous day’s 6 tins, then well done. I tend to work on larger multinational clients who take a little longer to raise their sales by millions because of a national campaign encompassing every medium from TV down.
Man.. you guys are a bunch of fucking assholes.
I have never seen so much misguided jealousy since the Tonia Harding scandal.
Good on Pease for building an agency with 40+ staff.
What have the rest of you useless pricks done?
FYI. The agency existed before Pease was there.
Pease is brilliant and handsome.
He practically invented wearing sunglasses on your head,
I worked with JP and I can honestly tell you he’s a genius. Deal with it
10:52, it looks like YOU’RE wrong on all counts.
A 40% sales increase on 6 tins of sardines would actually be, a somewhat messy, 8.4 tins (not 10). 10 tins increasing to 14 may have been a better example to use. But hey, I guess you’ve got much bigger fish to fry given that you “…tend to work on larger multinational clients who take a little longer to raise their sales by millions because of a national campaign encompassing every medium from TV down.” Maybe it’s time to get a firm grasp on something ELSE, like basic maths. I hear they insist on it down at Woolies.
GENIUS????
LOL