Big sell on Russel Howcroft

When Russel Howcroft was asked to step into a TV role for The Gruen Transfer back in 2008 he was running ad agency George Patterson Y&R.

As a man behind the ads, he had no plans to move in front of the cameras.

“When I was first asked by Anita Jacoby it took me quite a while to say yes,” he tells TV Tonight.

“And when they asked why my response was ‘So no other bastard will do it!’

“I made a decision to be part of Gruen originally because if it wasn’t me it would be a competitor.

“I didn’t set out thinking ‘This will be awesome to be on television.’”

“I got more confident and happier”

11 Seasons on he is still there, explaining, demystifying, praising the advertising process which he loves with unbridled enthusiasm. Joined by host Wil Anderson and his polar opposite Todd Sampson, he now relishes the show -and so do ABC audiences.

“Over 2 or 3 years I started to really like it. I got more confident and happier,” he continues.

“(Producer) Andrew Denton’s feedback, in particular, was always very strong. Now I thoroughly enjoy it.

“There’s always new content. The industry is always evolving, which speaks to the fact we’re coming into our 11th year.”

With its mix of smarts and humour, the public broadcaster’s debunking of the ad industry, is consistently ABC’s most popular show. So popular, in fact, that the team have the luxury of deciding whether or not to return on their terms. ABC execs have been known to be waiting with bated breath every year to learn if Anderson, Howcroft and Sampson can fit another season into their schedule or not.

“ABC and (producers) CJZ have done a brilliant job. One of the important things in marketing is scarcity. There are 10 episodes this year, and it’s been a long time since we’ve been on air. It’s good Demand & Supply management.”

“The business of television is really fascinating.”

Howcroft’s ‘day job’ is now a partner at PwC but for 4 years was Executive General Manager of Network 10. While 2013 – 2017 was a tumultuous period with management changes and ratings challenges, he looks back at it positively.

“I loved every minute of it as a show biz experience. The business of television is really fascinating. In particular I loved the Big Bash experience, and to be a part of selling TV, I was the inaugural Chairman of Think TV,” he recalls

“The talent involved in TV tend to be really delightful, engaging people and I value all their friendships.

“But change happens. The broader media landscape is changing and all the shifts are just part of being in business. Who deals with it best, is the game.”

“The Masked Singer will be interesting. You never know, it just might click.”

Howcroft is now happily a 10 viewer.

“Like millions of people I’m watching Australian Survivor and I’m thoroughly enjoying it. I still get my dose of The Project. 10’s reality stuff remains a big part of our family viewing. The Masked Singer will be interesting. You never know, it just might click.

“The pressures are a real juggle. You need to have quality production values, mass market appeal, you need to find a way to promote the shows in order to get the audience. It’s a juggle.”

Howcroft will soon marry his love of advertising and television with a special How Australia Got Its Mojo on ABC.

Gruen returns 8:30pm Wednesday September 25 on ABC.