Australia & New Zealand Special: Brigid Alkema

While her siblings ran for the bathroom during ad breaks, Brigid Alkema showed early dedication to her craft, transfixed by the stories of classic NZ ads. Now ECD of Clemenger BBDO Wellington, she tells Carine Buncsi she’s lost none of her enthusiasm for the industry, and is still electrified by the chance to conduct brilliantly creative problem-solving

A day in the working life of Brigid Alkema always starts off with music – Led Zeppelin, Simple Minds, a-ha – and she likes it loud. When she’s not bopping around to motivational tunes, the ECD of Clemenger BBDO Wellington is busy conducting a different kind of creative symphony: “I’m problem solving and directing many talented people – curating, plussing, shaping, selling or killing work and helping to plus, shape, grow and not kill our people along the way.”

For Alkema, the job of creative director is akin to that of a conductor: “They have the vision, they know how they want the audience to think and feel. They’re the one pushing and guiding the performers, keeping the pressure on and the energy up.”

Having taken up the baton from Clemenger’s much-loved former ECD Philip ‘Duster’ Andrew last year, Alkema is proving herself more than equal to the challenge – despite turning down the position when it was first offered to her. “It took me a while to realise that although being a creative director means you’re not necessarily the one cracking the ‘great’ idea, you’re now the one shaping it. It’s creative problem-solving on a much grander scale,” she explains.

Born and bred in Wellington, New Zealand, it seems Alkema was always destined for adland. As a child, she avidly watched commercial breaks. “My sisters would run for the bathroom or the pantry, [but] I’d remain transfixed by the TV – the storytelling was unbelievable, with commercials like Toyota Bugger and Instant Kiwi School Exam, I even loved the Ajax Spray n’ Wipe ad!” she laughs. “Whoever was creating those stories on TV looked like they were having fun and I wanted to make compelling stories.”

Starting her career at Clemenger in 1999, Alkema has steadily made a name for herself as one of the top creatives in Australasia, via a string of brilliant road safety campaigns for the New Zealand Transport Authority (NZTA).

Ghost Chips, Blazed and Tinnyvision eschewed the typical ‘guts and gore’ shock tactic approach for clever humour, and proved hugely effective in increasing drink- and drug-driving awareness – something that pleases Alkema more than the slew of awards that the ads garnered. “When the ‘real people’ out in the ‘real world’ are changed because of what you’ve created for them… To put it simply, I believe great work, works great.”

The latest NZTA campaign, Thoughts, in which different comedians voice the wandering minds of two silent stoners on a car journey, looks set to be equally popular with the public and awards show juries alike.   

While winning gongs at Cannes and D&AD or judging for Spikes Asia and AWARD offer huge creative cachet, what Alkema relishes most about her role is the collaborative journey. “You know instantly when an idea has potential. What’s really special is the unity and resilience you show as a team and how the idea is shaped along the way. When you’ve put together the right team, where everyone respects what each other brings, and owns the part they play – you’ll get magic.”

She has given plenty of thought to the challenges facing the industry as a whole. “We need to help clients create world-class products and services. To help them be great, not just sound great. Companies are no longer competing within their industries – they’re competing with all industries.

Everyone wants to be an Uber or Airbnb. Businesses and clients are crying out for change and innovation.” She adds: “I believe we’re the ones who can help them. Our industry is moving from having creatives in a creative department to having our businesses filled with creative entrepreneurs. We know how to creatively solve business problems, not just at a communications level, and have a broad view on what’s happening in a plethora of industries. Our creative minds can help solve business problems at boardroom level with CEOs too.”

Upward spiral to a standing ovation

Speaking of problem solving, and as a member of the small club of senior female creatives, what’s Alkema’s take on the thorny issue of gender diversity? “Everyone’s aware [of it], however it’s important to step back and look at where we were. There used to be next to none,” she points out. “So it gives me hope that we’re on an upward spiral. We have to represent the variances in our society. There cannot be one type of ‘ad-person’ anymore.”

Looking to the future, Alkema sees merit in leading from behind: “I want to empower a company full of great creative thinkers who are confident, resilient and therefore bold in their thinking. We’re building a company with an inclusive and collaborative culture, where people feel free to share ideas, opinions and criticisms. I expect a lot from myself, therefore I expect a lot from our people. My role is to provoke greatness – and the audience will, hopefully, give a standing ovation.”