Roger Farley resigns from Office of Road Safety
One of Perth’s most respected and awarded clients, Roger Farley, is to leave his post as the head of the Office of Road Safety to take on some new challenges.
As Strategic Communications Director at the Office of Road Safety (ORS) in Western Australia, Farley (pictured left) has guided the advertising direction of the important state government department for the past 15 years.
Under Farley’s guidance ORS has been a three-time winner of the Campaign Brief Advertiser of the Year award, in addition to a multiple finalist nominations for this top client award.
Farley has accepted a senior, unannounced, part-time position and will also be commencing his own part time communications consultancy to provide guidance and support to other advertisers looking for better planning, development or delivery of communications strategies or engagement needs.
Farley told Campaign Brief that his time at ORS, and previously at Transperth, has been rewarding and personally fulfilling knowing that he has been able to contribute towards the general improvement in the behaviour change of road users in Western Australia.
“I have always maintained that in this industry, we are indeed lucky to be a part of it, and the absolute privilege that we have to shape and influence what people read and think about is a very unique opportunity,” said Farley.
“I have been surrounded by a great team at the ORS, and have been superbly supported and encouraged by the depth of talent and enthusiasm of the great people in the pool of creatives, media buyers, planners account managers and production teams in Perth. I have always been committed to keeping the planning, development and creative work in Western Australia, and will continue to promote our State Industry as strongly as possible.”
Farley said his experiences have been rich and varied over the time, and although not wanting to single out too many stand-out individuals, he said some deserve mentioning: “I can never forget the absolute genius and honesty that came with Gary Tranter and Matt Cullen (former CDs at JDA) who taught me the amazing insights and enthusiasm I should expect from a creative team – even having one meeting on the floor around some candles while JDA were renovating their new premises; the ever supportive John Davis who has influenced so many of us and made each and every one of us feel that we were special; the advice that Debra Shorter offered me when I was first appointed to a key director role – and how many bullseye’s can we make in one presentation!; and the words of Neil Cumming (former head of account service at JDA) telling me that one day I would be awarded a Client of the Year gong!”
Farley said the achievements bestowed on the ORS and himself were a great acknowledgement of the dedication and desire for excellence from all parties on the account through the years,
During Farley’s 15 years as ORS they were awarded Campaign Brief’s Advertiser of the Year three times, nominated as a contender for Advertising Person of the Year and for the PADC’s Client Champion.
“For all those starting in the industry, or already an integral part of it, we should never underestimate the value of the work we do, and while we are in a continual environment of change and challenges, with clients wanting more delivery for less dollars, I have experienced first hand the great things which can be achieved from this state,” said Farley. “This was clearly proven with the Enjoy the Ride speed campaign for ORS. It was a significant point in my career, and highlighted once again the innovative thinking, and somewhat brave decisions and concepts should be presented and progressed by both agencies and clients, for us to grow, develop, and obtain very effective and award deserving materials and direction.
“To all those who have been a part of my experience so far, much gratitude and respect, and I thank you all for the continued support and encouragement to be brave and to strive for great work. To the ORS current contractors, John Driscoll (Marketforce) and Alan Taylor (303Lowe), thank you for your personal support, and for leading your teams to deliver high quality products, direction and innovation, while maintaining the integrity on the important delivery of road safety messages.”
13 Comments
I have worked with Roger for over 13 years and his passion for ORS and the ’cause’ is almost unbelievable – definitely someone who loves his job and has a real passion to help West Australia’s be safe on the roads.
His love for advertising, our industry and faith in our local product is also unrivaled.
Roger all the best, you have been huge part of our industry and given of yourself well and truly above your pay packet – you will be missed.
Kim let me start the voting now – surely a shoe-in for Induction into the Hall of Fame at this years Oasis.
Good luck Roger, thanks for all your support, wish you all the best with the new venture. Adam
Congratulations Roger on what sounds like an exciting new direction. As a creative who had the pleasure of working with you, I thank you for your belief in and passion for ideas. My portfolio has certainly benefited as a result and more importantly the message of road safety in WA has been communicated in engaging and memorable ways that have helped make a positive difference in the community.
I’m sure this new ride that you are about to embark on will be an enjoyable one.
Congrats Roger. You have earned the respect of all who worked with you over the years at ORS. All the best in your next move.
WOW – Good luck Roger on your future endeavors.
Personally I loved working with you on the ORS account over the years and I can truly say you were a great client, friend and confidant.
Whilst ORS will miss you there are exciting times ahead. Good luck.
Roger’s the best sort of client – knowledgeable, demanding and bloody tough on the details, but his high expectations are only surpassed by the faith he has in his agencies.
Roger makes you want to try harder; do better; deliver more and when you do, no one is more excited or more appreciative.
No doubt everyone who’s ever worked with you wishes you all the very best for the next leg of your journey, but I’m sure that many are also thinking, “Damn you Roger. What will we do now?”.
I’ve sat in countless ORS meetings over more than a decade, with Roger’s presence bringing a calm, pragmatic, sensitive and sensible approach to every challenging situation. And the results have been those rare quality TVC’s I’ve been very proud to be involved with. It’s been an honour and a pleasure to have worked with an absolute dream client and I have prayers out to the Ad Gods that I’ll have the chance to do so again. ORS now has some VERY big shoes to fill!
Roger, all the best in new adventures.
Good luck for your future endeavours Roger. ORS was a big part of my life at Marketforce and I am truly grateful to have been part of that journey.
I can honestly say that “enjoy the ride” changed my driving habits. Every time I’m tempted to overtake or change lanes to gain a metre or two, it pops into my head.
Roger, you briefed, bought, championed and nurtured great work at ORS. I believe there are more people alive today as a result.
All the best.
Good luck Roger. Judging by history, I’m sure anything you touch will be a great success. Adam
Newton once said “If I have seen farther it is by standing on the shoulders of giants. Advertising in WA has just lost its giant.