From now on every Monday Avinash Sampath, creative director at Saatchi & Saatchi | Leo Burnett, will be sharing the wise advertising lessons of his alter-ego ‘The Armless Corporate Robot’. Today the first one; click on image to see it. Sampath was born in Madras, India. His family wanted him to become a software engineer, but he joined ad school instead, because he thought he was a talented illustrator. Soon he found out he was a better writer though. Since he finished ad school in ‘97 he has worked for a great amount of agencies: Lowe Chennai, Ogilvy Bangalore, Contract (JWT) Mumbai, Saatchi Dubai and today Saatchi | Leo Amsterdam. Along the way he helped a shirt brand sell more off their hangers, increased foot-fall in the world’s largest mall, helped families choose the right diaper, sold cheese, launched an airline, added noodles to the Indian cuisine, inspired men to buy a second watch, and created multiple pro-bono campaigns for charities.
He’s glad his mother finally agrees that his decision to work in advertising was a good one.
Al Moseley, partner and executive creative director at Hurrell Moseley Dawson & Grimmer (HMDG), has quit to join 180 Amsterdam. Though Mosley is responsible for the ‘M’ in HMDG, the agency won’t be changing it’s name. He will become part of the management of 180 together with Kevin Dundas, who’ll become managing partner. Before HMDG, Moseley worked at Wieden+Kennedy Amsterdam and before that he worked for Mother. Dundas (ex Saatchi & Saatchi) was president and chief executive at Sapient Nitro and only joined the agency last January. Moseley and Dundas will work alongside 180 chief executive, Chris Mendola, and the chief creative officer, Andy Fackrell. Alex Melvin continues in his role as Chairman focusing on key clients and agency expansion.
This year Amsterdam is hosting the Eurobest festival, so as Amsterdam Ad Blog we thought it would be appropriate to pay a little more than average attention to it. As you you’ve been able to see in the banner on our website – that has probably become a little annoying by now – the festival will be held on the 25th until the 27th of November. Yesterday the jury was announced. The following Amsterdam Creative Directors have the privilege to judge the best of Europe’s advertising: Chris Baylis, Tribal DDB (traditional); Sicco Beerda, Euro RSCG (jury president interactive); Coen Weesjes, Downtown (direct & sales promotion); Eugene Bay, VBAT (design); Andy Fackrell, 180 Amsterdam (jury president integrated) and Magnus Olsson, Saatchi & Saatchi (integrated).
Marketing Tribune just published its yearly Dutch ad agency survey, conducted by Intormart GFK. And because 180 Amsterdam scored so well, co-founder Chris Mendola (right) and Andy Fackrell were asked a few questions about the success of their agency. The results of the survey came from 865 advertisers, who answered questions about the awareness, preference and image of the Dutch agencies.
We were happy to learn that the respondents judged ‘coming up with original ideas’ as the most important feature of an ad agency. This basically means that if creativity is not leading in your agency, you have to change your proposition or your job. On this characteristic 180 Amsterdam scored best with 52% – which proofs that having 32 nationalities on board does induce creativity. The agency strongly climbed on the image ladder; last year it scored only 14% on this characteristic. On ‘enthusiasm’ (would that be hugging the client before selling your ideas?) 180 also scored best. Wieden+Kennedy, another very cosmopolitan agency, is the most trustworthy agency – The People’s Valley and McCann were second and third.
Advertisers with a one-million-plus budget, put DDB, N=5 and TBWA, respectively, on their shortlist for an above the line campaign. Not a preferable position when you realize that the interactive agencies (LBi Lost Boys, Clockwork, Achtung! and The People’s Valley) are gaining territory fast – this of course was already announced by the strongly shifting media budgets. And ironically Saatchi & Saatchi and Ogilvy have a very strong brain position – amazingly still profiting from the brand position they built up in the 90’s.
To us the most striking conclusion of the survey is the image leap made by 180 and Wieden+Kennedy among Dutch advertisers. Hopefully it means they will finally become an integrated part of the Amsterdam ad community. We know from the interview that 180 is working hard on it; the agency is looking for a Dutch new business director, who can build its local business.
