The advertising genius behind Labor’s wildly successful Kevin 07 election advertising campaign Neil Lawrence, 61, has died on a surfing holiday in the Maldives.
Tributes from the corporate, advertising and media world were pouring in for Lawrence, who was described as the nicest man in advertising because of his genial personality.
Friend Dee Madigan, the executive creative director of Campaign Edge, told Guardian Australia: “Neil was simply the best political creative in Australia. Bar none. And a top bloke as well.”
As well as being on top of his chosen industry, Lawrence was a regular media commentator, appearing as a guest on ABC shows including Gruen Nation and Q&A.
Among his high-profile advertising work was the campaign against the mining tax for the Minerals Council of Australia “Keep Mining Strong”.
The council posted a statement on Twitter on Wednesday afternoon:
“We are deeply saddened by the sudden passing of Neil Lawrence: a man of integrity and talent, and above all, a good and decent person.”
The leader of the opposition, Bill Shorten, said on Twitter the news was devastating. “Our thoughts are with his family and friends, including all in Labor that worked with him.”
Labor strategist Bruce Hawker: “Sad to hear Neil Lawrence, the creative talent behind the Kevin 07 campaign, has died. He captured the moment. Gone far too soon.”
The national secretary of the ALP George Wright said the party was shocked and saddened by the news of Lawrence’s passing.
“Working with then ALP National Secretary and Campaign Director, Tim Gartrell, Neil and his team played a pivotal role in the Party’s successful and historic 2007 Kevin ‘07 federal election campaign,” Wright said.
“All of our thoughts are with Neil’s family and friends at this very, very sad time.”
More recently, Lawrence’s company Lawrence Creative was responsible for the “Qantas feels like home” brand campaign. He also assisted Qantas with its corporate image during an industrial dispute and a major restructure.
Among the achievements he was proud of were the election of two Labor leaders after he created strong and successful advertising campaigns for them.
He is widely credited with helping to elect Rudd as Labor prime minister after 11 years of Coalition government with the first truly digital election campaign.
He also helped the campaign in 2009 which led to the election of the first directly elected female premier, Anna Bligh in Queensland.
Lawrence was also responsible for the Generation One announcement which had six million television viewers watching An Address to the Nation about Aboriginal employment.
Lawrence’s latest passion – a social justice film about the poker machine industry Kaching! – is set to screen on ABC TV after a limited cinema release.
