Cum sunt influenai publicitarii n viaa de zi cu zi de meseria lor?

DESPRE HAOX-URI masti

Drago Musat (cuvinte cheie: haox, delfini n dmbovia)

Head of Digital Content Development at Publicis Bucharest

anterior: Propaganda

Radu Munteant, film, publicitate, regizor (prima reclam la olandezi)

Gabriel Kirmaier (chitarist, moebius, illustrator, designer, chipe,

Vlad Tnase, productor la radio guerilla, founder at eclectic fm,
Dana Carastoian, Saatchi, a fcut comunicarea
https://www.facebook.com/cristian.lupsa/about?section=contact-info
https://www.facebook.com/laurentiu.ion?fref=ts

16. "The Squirrels," Draftfcb

LinkedIn

Draftfcb's Squirrels
The Squirrels are a team of four creatives who worked together on Oreo's extremely
successful Daily Twist campaign. In honor of Oreo's 100th birthday, art director Mike
Lubrano, senior art director Jared Isle, senior art director Jackie Anzaldi, and senior
copywriter Noel Potts created a different Oreo-related design to share on social media for
100 days straight.
Why:

The Daily Twist became a huge success, with some of the more popular designs (you
might remember the rainbow Oreo tower in support of gay pride parades) going
massively viral, and even gaining mentions on late-night talk shows. Asking a team for
100 straight days of great design is a tall order, but the Squirrels rose to the challenge.

Read more: http://www.businessinsider.com/the-24-most-creative-people-in-advertising2013-10?op=1#ixzz3LttgioBg

Lucey joined Beresford-Hill at BBDO in the summer of 2012, and the two have been on
a roll ever since. The duo won a pair of Cannes Lions for its print and film ads for Foot
Locker, and struck viral gold earlier this month with a moving ad for Guinness.
Why:
Lucey and Beresford-Hill's versatility on the Foot Locker campaign has aided the
company in its ongoing turnaround effort. They used print ads to target hardcore
sneakerheads by humorously comparing them to other collectors and made some
hilariously funny TV spots leveraging comedic chops of NBA stars James
Hardin, Stephen Curry, and Kyrie Irving.

Read more: http://www.businessinsider.com/the-24-most-creative-people-in-advertising-201310?op=1#ixzz3Ltu57R9A

Mark Lewis and Matt Fitch, creatives at BBH London

LewisandFitch.com

Matt Lewis and Mark Fitch, as presented on their joint personal website.
Childhood friends Mark Lewis and Matt Fitch have fulfilled the dream of 12-year-olds
everywhere by working together at VCCP and BMB before coming to BBH London. In
the past, they've done innovative outdoor work for Google Voice, and work for Dove that
helped pitch the brand to fathers.
Why:

Lewis and Fitch are best known for their extraordinary 2012 campaign for the Englandbased news media company The Guardian. In a richly detailed, award-winning twominute video, they showed off how The Guardian's print, digital, and video departments
would have offered 360-degree coverage of the fictional trial of the Big Bad Wolf (who
blew down the houses of The Three Little Pigs).
The video perfectly captured The Guardian's many capabilities in a multi-screen world
and even managed to creatively expand on the original story of The Three Little Pigs.

Read more: http://www.businessinsider.com/the-24-most-creative-people-in-advertising-201310?op=1#ixzz3LtunIcbu

John Mescall, executive creative director at McCann

Australia

McCann

John Mescall
Mescall joined McCann Australia as executive creative director in Fall 2011 and has
since helped it become one of the most successful agencies in the country. The agency
has made a name for itself with fun, playful advertising exemplified by its campaign for
the Macquarie Dictionary of Melbourne in which it invented and spread the word
"phubbing," a term to describe the practice of ignoring someone in person while looking
at your smartphone. The campaign sought to show the importance of new words to
explain new social phenomena.
Why:
Mescall created "Dumb Ways to Die," the smash hit campaign of 2012, for Melbourne's
public transit system. The campaign was anchored by an impossibly catchy music
video where adorable animated creatures name a bunch of dumb ways for people to die
before revealing that being killed by an oncoming train because you weren't being
careful is the dumbest way of all. The video brought home a ton of awards, and has so
far netted more than 60 million views on YouTube.

Read more: http://www.businessinsider.com/the-24-most-creative-people-in-advertising-201310?op=1#ixzz3Ltv4biz2

Meet The 24 Most Creative

People In Advertising Right Now
AARON TAUBE

OCT. 16, 2013, 8:00 AM

1,266,741

12

FACEBOOK
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LinkedIn

DraftFCB's

"squirrels."

Recently, Business Insider asked the major ad agencies and the more
significant boutiques to name the people they felt were the most
creative in the business.
Skip straight to the list >
To prevent the nominations from being self-serving, we asked each
agency to also nominate someone from a competing agencythe sort
of person they'd hire, given a free hand.
We then pored over recent award winners and creatives who have
generated new and exciting buzz.
The result is a ranking that we feel represents advertising's creative
elite.
Methodology:

The list isn't exhaustive. We know that name-on-the-door industry

giants like Dan Wieden and Jeff Goodby will always make this type of
list, due to their decades of consistently high-level output.
Our list therefore looks at who's hot right now, based on their more
recent work. Agency size, clientele, and tenure were also taken into
consideration. (Small agencies with small clients often get to take risks
because there's less at stake. It's more difficult to do off-the-wall work
at a large agency with gigantic packaged goods clients.)
We mixed advertising giants with creatives who are newer to the
game. All of them are generating interesting and inspirational ads.
Creativity is difficult to measure in an industry that is constantly
redefining itself, but here are 25 creatives that you absolutely have to
know.

24. John Montgomery, chief innovation officer at

Threshold Interactive

Threshold Interactive

John Montgomery

John Montgomery started his career in the 90s as a fashion designer

for brands like Hot Topic and Dr. Martens before eventually
gravitating to creative services at the beginning of the new
millennium. He founded Media Arts Group and merged with
Threshold Interactive in 2005.
Now he oversees creative campaigns for Nestl brands like
Butterfinger, Hot Pockets, and Poland Spring, among other clients.
Why:
Montgomery has helped build the Hot Pockets brand's cach among
the hard-to-reach male youth demographic with a steady stream of
first-rate goofballery. He's the one responsible for last year's "Pocket
Like It's Hot" collaboration with Snoop Dogg, as well as the
brand's bizarrely entrancing new video that also features model Kate
Upton. He also signed up YouTube star Tobe Turner to create similarly
silly Hot Pocket branded videos for Turner's nearly 5 million
subscribers.

Here's John working with Snoop on the set of the latest

Hot Pocket ad.

Threshold Interactive

23. Brian Farkas and Tylynne McCauley, senior art

director and senior copywriter at RPA

RPA

Brian Farkas, left, and Tylynne McCauley

Farkas and McCauley have been two of the most important minds
behind the excellent work RPA has done on behalf of its chief client,
Honda. What sticks out about Farkas and McCauley's work for Honda
is the creative ways they come up with to help Honda make a
difference in people's lives.
Why:
Most recently, the pair helped Honda raise enough money for nine
drive-in movie theaters to purchase digital projectors, without which
they would be forced to go out of business when the major movie
studios phase out analog film in 2014. The Project Drive-In
campaign allowed people to vote for their local drive-in to win one of
nine projectors Honda purchased for struggling theaters and created a
crowdfunding page for people to donate money.
Previously, they helped the car company arrange a prime gig for a
band that recorded a music video in a Honda and created a campaign
for Honda employees to show love to customers who'd gone to great
lengths to show their affection for the brand. It's hard to forge a
sincere connection between a brand and a person, but somehow
McCauley and Farkas have been able to hit the right tenor.

Here's how the owners of drive-in movie theaters

reacted when Honda told them they'd be getting new
projectors
22. Chris Graves, chief creative officer at Team One

Team One

Chris Graves

As chief creative officer at Saatchi & Saatchi's Team One, Chris Graves
has spearheaded a movement to allow consumers to augment print
ads with their mobile devices. This has allowed Team One to help
Lexus target its technology-loving core consumer with innovative
advertising that plays to their interests.
Why:

Graves' work for Lexus has matched the brand's reputation for
cutting-edge technology. For the 2014 Lexus IS, Graves made the first
collaboratively created stop-motion film using Instagram
photos. Team One helped Lexus target straight men with several
cross-brand promotions involving the Sports Illustrated swimsuit
edition, and blew us away with the CinePrint magazine ad, which
allowed users to place a tablet behind a print ad to make it look like
the page was moving.

Here's how the CinePrint ad worked.

21. Carlo Cavallone, executive creative director at
72andSunny Amsterdam

72andSunny

Carlo Cavallone

Cavallone worked as a comic book translator and as a writer for Leo

Burnett and Wieden+Kennedy before coming to 72andSunny in 2010.
As executive creative director of the agency's Amsterdam office,

Cavallone has made a name for himself with campaigns for the fashion
brand Benetton that mobilize socially conscious youth by aligning the
brand's goals with those of its target audience.
Why:
Cavallone won a Grand Prix Lion at Cannes in 2012 for his work on
Benetton's Unhate campaign that showed male world leaders kissing.
The brand followed up that success by tapping into the frustration of
millennials destabilized by the global financial crisis with its
"Unemployee of the Year" campaign, which celebrated the out-of-work
dreamers and offered 100 unemployed young people 5,000 Euros to
work on a project they cared about.

Benetton's "Unemployee of the Year" ad expressed the

frustration of young people struggling to make it in a
rough economy.

Benetton

20. Elvis Chau, executive creative director at JWT

Shanghai

JWT

Chau established himself as one of the giants of Chinese advertising

with Cannes Lions wins in 2008 and 2011. The Thai creative is known
for the intricate, 3-dimensional artistry of his print advertisements,
like the highly acclaimed "Heaven or Hell" ad he made for Samsonite
in 2011.
Why:
Chau added more Lions to his mantel in 2012, with a toothpaste
campaign encouraging people not to let germs settle in their teeth. The
ads showed the wonders of ancient civilization embedded in a blownup photo of a tooth.

Here's Chau's ad for Maxam toothpaste.

Maxam

19. Gordy Sang and Brian Siedband, senior art director

and senior copy writer at Deutsch LA

Deutsch LA

Gordy Sang, left, and Brian Siedband

Gordy Sang and Brian Siedband specifically requested we use the

photo you see here, so we suppose they would like you to know they
drink alcohol sometimes. When sober, Sang and Siedband have been
on something of a creative roll over the past year and change, working
together on well-received Deutsch LA projects for Taco Bell and
Playstation.
Why?
The duo worked together on Taco Bell's popular "Viva Young" Super
Bowl commercial that featured senior citizens sneaking out of the
house and making mischief as the band Fun sang a poorly-accented
version of their hit "We Are Young" in the background. They also came
up with the simple but effective "World's Most Obvious Idea" ad for
the hotly anticipated Cool Ranch Doritos Locos Taco.
Our favorite, though, was last year's "Cubs Win" for Playstation's
"MLB 12: The Show" video game, in which the Chicago natives
imagined how the Windy City would react if the Cubs ever won the
World Series. The ad perfectly captured the intense emotions of sports
fandom, but Playstation transferred the account to BBH New York
shortly afterward. Genius is never understood in its own time.

Here's how Deutsch LA rendered the Chicago skyline

to make it look like the Cubs had just won the World
Series.

Deutsch LA

18. William Espey, Brand Voice Lead at Chipotle

LinkedIn

Having joined Chipotle in 1999, Espey has seen the company grow
from a regional chain centered in Colorado to the massive
international behemoth it is today. But despite the company's rapid
growth to more than 1,500 locations, Espey has used smart messaging
to help Chipotle's brand maintain its independent feel.
Why:
In the past several years, Espey and Chipotle have commissioned two
terrific animated films that have been huge viral hits and burnished
the brand's image as one committed to using natural products and
having a positive impact on the world around it.
Last month, Chipotle introduced "The Scarecrow," a visually
stimulating short film from the animation studio Moonbot Studios
that shows a scarecrow's journey from the inhumane factory farm he
worked at to a new store he opens himself using natural ingredients.

The Scarecrow left the big city behind for a simpler way
of life.
17. Whit Hiler, creative at Cornet-IMS

Kentucky For Kentucky

Hiler, left, with partner-in-crime Griffin VanMeter

Of all the nominations we looked at in assembling these rankings,

Whit Hiler was far and away the person we most wanted to be friends
with. The proud Kentucky native went viral last year with an
outrageously funny campaign to change the Bluegrass State's motto
from "Unbridled Spirit" to "Kentucky Kicks Ass."

You can also thank Hiler for inventing an unorthodox ad unit called
the "Beardvertisement" that was ultimately used by the Dollar Shave
Club.
Why:
In addition to cracking up the internet with viral goodness, Hiler's
creativity has also helped his agency, Cornet-IMS, grow its business.
Hiler helped Cornet become A&W's agency of record by devising
something called a LinkedIn Bomb, through which he and his coworkers coordinated to flood the A&W marketing director with
messages describing their personal relationships with the soda and
fast-food brand.
Cornet-IMS had no prior relationship with A&W, but the stunt helped
convince A&W to name the firm its agency of record shortly after.

After initial reluctance, the state tourism department

ultimately sent Hiler a letter commending him for his
enthusiasm.
16. "The Squirrels," Draftfcb

LinkedIn

Draftfcb's Squirrels

The Squirrels are a team of four creatives who worked together on

Oreo's extremely successful Daily Twist campaign. In honor of Oreo's
100th birthday, art director Mike Lubrano, senior art director Jared
Isle, senior art director Jackie Anzaldi, and senior copywriter Noel
Potts created a different Oreo-related design to share on social media
for 100 days straight.
Why:
The Daily Twist became a huge success, with some of the more
popular designs (you might remember the rainbow Oreo tower in
support of gay pride parades) going massively viral, and even gaining
mentions on late-night talk shows. Asking a team for 100 straight days
of great design is a tall order, but the Squirrels rose to the challenge.

Here's the Daily Twist post about gay pride that went
viral.

Kraft / Facebook

The gay pride Oreo, from Kraft's Facebook page.

15. Steve Stoute, CEO and Founder of Translation

Translation

Steve Stoute

Perhaps nobody embodies the integration of hip-hop culture into the

mainstream than Steve Stoute, whose book "The Tanning of America"
covers that very subject. Stoute started his career as a record
executive, working his way up to president of urban music for
Interscope Geffen A&M Records. Stoute moved over to marketing and
later founded the multicultural agency Translation in 2004 before
broadening the agency's mission as hip-hop's appeal became
universal.
Why:
Stoute's contacts in the hip-hop business give him a leg up over
practically anyone else in the advertising game, a fact made clear by
his close relationship with his partner at Translation, Jay Z. Together,
they launched the Budweiser Made In America Festival, which
features performances from artists across a range of genres every year
in Philadelphia.
The pair also handled the branding, design, and advertising for the
Brooklyn Nets, the NBA team that moved from New Jersey last year.
Using stark black and white colors and smart appeals to Brooklyn's
pro sports and hip-hop history, Translation's "Hello Brooklyn"
campaign worked to forge an emotional connection between
Brooklynites and the Nets in the wake of a bitter fight over the arena
constructed for the team.

The Nets became the first major pro sports team to call
Brooklyn home since Walter O'Malley took the Dodgers
to Los Angeles in 1957.

Brooklyn Nets

14. Gerry Graf, Founder and CCO of Barton F. Graf

9000

Screengrab Video

Gerry Graf

Since leaving his job at Saatchi & Saatchi to strike out on his own in
2010, Graf has consistently made irreverent, funny ads for clients like
Dish, Kayak, and Little Caesars. The industry veteran has worked to
ensure his firm's longterm success by surrounding himself with an
array of talent from across the advertising landscape, a strategy that
came to the forefront in August, when a man in a horse suit stood
outside Wieden + Kennedy's New York office with a sign telling
passersby they'd have to be a horse's ass not to want to work at BFG
9000. The agency denied involvement.
Why:
Graf's outside-the-box thinking was on full display in an ad campaign
for environmental group 350 Action that proposed naming
hurricanes after lawmakers who have publicly denied climate change.
And after spending countless hours sifting through case studies to
assemble this list, we couldn't help laughing at BFG 9000's hilarious
mock overview of a fake social media campaign.

Senator Marco Rubio of Florida was one of several

members of congress skewered in Graf's 350 Action
ad.

350 Action

13. Chris Beresford-Hill and Dan Lucey, senior creative

directors at BBDO New York

BBDO

Chris Beresford-Hill, left, and Dan Lucey

Lucey joined Beresford-Hill at BBDO in the summer of 2012, and the

two have been on a roll ever since. The duo won a pair of Cannes Lions
for its print and film ads for Foot Locker, and struck viral gold earlier
this month with a moving ad for Guinness.
Why:
Lucey and Beresford-Hill's versatility on the Foot Locker campaign
has aided the company in its ongoing turnaround effort. They used
print ads to target hardcore sneakerheads by humorously comparing
them to other collectors and made some hilariously funny TV spots

leveraging comedic chops of NBA stars James Hardin, Stephen Curry,

and Kyrie Irving.

Here's the print ad that won Lucey and Beresford-Hill a

Bronze Lion at Cannes.

Foot Locker

12. Anthony Sperduti & Andy Spade, co-founders of

Partners & Spade

Dave Pinter/Flickr

Andy Spade, left, and partner Anthony Sperduti

New York tastemakers Anthony Sperduti & Andy Spade do a little bit
of everything out of their Manhattan store/creative office, from selling
artwork and cool artifacts to producing award-winning short films.
They've put this creativity to work in the advertising field
with innovative experiential work for Warby Parker, striking portraits
of celebrity AOL users for the company's 25th anniversary, and some
absolutely beautiful work for Target. You also might have heard of the
brand Andy Spade manages with his wife, Kate.
Why:

In addition to coming up with fresh in-store retail concepts like Warby

Parker's library-style showroom, the work Sperduti and Spade did for
Target's Threshold homeware line is some of the most visually
appealing advertising you'll ever see. One video ad uses an amazing
array of colors to highlight how Target products can make a house feel
like a home as the camera slowly zooms through several rooms of an
incredibly well-decorated house.

Just watching this 30-second Target ad will cut your

stress level in half.
11. Mark Lewis and Matt Fitch, creatives at BBH
London

LewisandFitch.com

Matt Lewis and Mark Fitch, as presented on their joint personal website.

Childhood friends Mark Lewis and Matt Fitch have fulfilled the dream
of 12-year-olds everywhere by working together at VCCP and BMB
before coming to BBH London. In the past, they've done innovative
outdoor work for Google Voice, and work for Dove that helped pitch
the brand to fathers.
Why:
Lewis and Fitch are best known for their extraordinary 2012 campaign
for the England-based news media company The Guardian. In a
richly detailed, award-winning two-minute video, they showed off
how The Guardian's print, digital, and video departments would have
offered 360-degree coverage of the fictional trial of the Big Bad Wolf
(who blew down the houses of The Three Little Pigs).
The video perfectly captured The Guardian's many capabilities in a
multi-screen world and even managed to creatively expand on the
original story of The Three Little Pigs.

Here's the great Three Little Pigs spot that landed them
on the list.
10. Chris Baker and Mike Lacher, freelance (formerly at
Buzzfeed)

Chris Baker

Chris Baker, left, and Mike Lacher

It's a sign of the times that we just couldn't do this list without anyone
from the native advertising/sponsored content field. Chris Baker
worked at major ad agencies R/GA, Crispin Porter + Bogusky, and
BBDO before becoming a creative director producing sponsored
content for Buzzfeed alongside Mike Lacher. The duo has since parted
ways with the company to do freelance work, but not before doing
some of Buzzfeed's most innovative creative work.
Why:
In a collaboration between Buzzfeed and Improv Everywhere, Baker
and Lacher had "Seeing Eye People" lead folks around Manhattan
while they were busy looking down at their phones so that they could
walk safely as they were texting. They also made waves with a sendup
of tech culture called the Startup Legitimizer, and the
famous/infamous Buzzfeed Listiclock, an app sponsored by Pepsi that
allows users to see a different presentation of three Buzzfeed lists for
every second of the day.

The Buzzfeed Listiclock.

Buzzfeed

9. Stephen McMennamy and Alex Russell, creative

directors at BBDO

AT&T

Two children from AT&T's "It's Not Complicated" campaign

Since debuting during the 2012 NCAA Tournament, AT&T's "It's not
complicated" campaign has been one of the best on television.
Featuring sketch comic Beck Bennett and a cadre of adorable
schoolchildren, the campaign has done wonders for humanizing a
telecommunications brand often thought to be impersonal.
Though the Beck Bennett/AT&T collaboration has been handled by
numerous people across BBDO since being launched with Brackets By
Six-Year-Olds during the 2012 NCAA Tournament, creative directors
Stephen McMennamy and Alex Russell have helped keep the
campaign hot over the past year.
The campaign worked out pretty well for Bennett, too. In August, it
was announced that he'll be a cast member on SNL.
Why:

"It's not complicated" seems to enjoy universal approval among the

people we've spoken with, whether they've been advertising industry
folks or our own friends and co-workers. As one member of a
competing agency put to us: "My wife and I constantly rewind those
commercials. Anyone who can make telecom funny is amazing."

Here's one of our favorites from the series.

8. John Mescall, executive creative director at McCann
Australia

McCann

John Mescall

Mescall joined McCann Australia as executive creative director in Fall

2011 and has since helped it become one of the most successful

agencies in the country. The agency has made a name for itself with
fun, playful advertising exemplified by its campaign for the Macquarie
Dictionary of Melbourne in which it invented and spread the word
"phubbing," a term to describe the practice of ignoring someone in
person while looking at your smartphone. The campaign sought to
show the importance of new words to explain new social phenomena.
Why:
Mescall created "Dumb Ways to Die," the smash hit campaign of 2012,
for Melbourne's public transit system. The campaign was anchored
by an impossibly catchy music video where adorable animated
creatures name a bunch of dumb ways for people to die before
revealing that being killed by an oncoming train because you weren't
being careful is the dumbest way of all. The video brought home a ton
of awards, and has so far netted more than 60 million views on
YouTube.

The "Dumb Ways to Die" video has been viewed more

than 60 million times on YouTube.
7. Humberto Polar, chief creative officer at Mayo
Draftfcb Peru

Draftfcb

Polar is in a rarefied class of creative directors who have won Cannes

Lions in three different countries (Colombia, Mexico, and Peru).
What's special about Polar is the way his creative works create positive
social change, in addition to enhancing the reputations of his clients.
Why:

The altruistic nature of Polar's work was on display in two ads he's
produced in the past year that were both extremely creative and
impressively effective.
In one, Polar helped the Peruvian Cancer Society reach its fund-raising
goal by reaching out to an unlikely group of donors: occupants of the
country's most dangerous prison. Even more innovative was his work
for a Peruvian engineering university, for whom he helped erect a
billboard that harvested humidity from the surrounding air to produce
clean drinking water.

Polar and his team helped supply hundreds of families

with water each month.
6. Anselmo Ramos, executive creative director at
Ogilvy & Mather Brazil

Ogilvy & Mather

Anselmo Ramos

Anselmo Ramos has traveled all over the world for his advertising
career, working for Y&R in Lisbon, Madrid, and Miami, and for Lowe
New York before returning to his native Brazil in 2007.
At the time, Ogilvy's Brazil practice was No. 47 in the agency's internal
creative rankings. Since then, Ramos has brought Brazil all the way up
to No. 1 , while also founding DAVID, a global agency within Ogilvy
that offers a Latin American perspective on creative work.
Why:
Ramos is responsible for one of the most viral advertisements of all
time, Dove's "Real Beauty Sketches," which used an FBI-trained
sketch artist to draw portraits of women first based on how they
described themselves and then based on descriptions of the women
offered by strangers. The result was a heartwarming, if not necessarily
true, message that women are more beautiful than they think they are.
The video was viewed more than 114 million times worldwide in its
first month.

Dove's Real Beauty Sketches showed the difference

between how women think they look and how others
view them.
5. Ray Del Savio and Jerry Hoak, creative directors at
Droga5

Droga5

Ray Del Savio, left, and Jerry Hoak

Del Savio and Hoak are two of the creative forces behind some of the
best work from Droga5, one of the it agencies in the advertising
industry. Though Droga5 is focused on digital work, Hoak and Savio
used the throwback medium of the pay phone in an awesome
campaign for the New Museum's exhibit covering the year 1993.
They put stickers on every pay phone in Manhattan that advertised a
phone number people could call to hear taped recordings of people
telling stories about what the neighborhood they were in was like in

1993. The recordings came from oral histories done by 150 real New
Yorkers.
Why:
While it's easy to do great creative work for an art museum, Del Savio
and Hoak are on the list for their work on the Prudential Challenge
Lab, a beautiful, interactive site that made saving for retirement seem
totally interesting.
The site used interactive quizzes to teach people about the need to
save, and presented videos about the fascinating brain science that
explains why people so rarely consider their future well-being when
making decision in the present. The project won a Titanium Lion at
Cannes for its originality.

Here's a cool photo of one the payphone kiosks from

the New Museum campaign.

Droga5

4. Jason Apaliski, creative director at Pereira & O'Dell

Pereira & O'Dell

Jason Apaliski

In order to tell consumers about the importance of the Intel chip

inside Toshiba laptops, Apaliski and his team came up with a
remarkable social video series about the importance of inner beauty.
The story centers on a person named Alex, who wakes up in a different

body every morning, and a woman he falls in love with named Leah.
Because Alex was a different person every day, Intel and Toshiba
invited the public to try out for roles in the series and to film
themselves saying certain lines of dialogue, which were then included
in the series.
Why:
The six-part, 30-minute video was filled with beautiful
cinematography and a compelling love story with a universal message
about inner beauty. The videos were extremely creative in telling a
moving story that was relevant to a product, the computer chip, that is
not always easy to tell stories about.
"The Beauty Inside" was unique in the way it allowed the public to
participate in telling its story, helping the film series win an
unprecedented three Grand Prix awards at Cannes.

Here's the trailer for 'The Beauty Inside.'

3. Andrew Bell, Technology Research Fellow, The
Barbarian Group

Barbarian Group

Andrew Bell

Prior to rejoining Barbarian Group as a technology research fellow last

year, Andrew Bell worked as a creative technologist at The Mill and
helped Apple build its iTunes visualizer.
It was during the iTunes project that he realized the need for a creative
coding framework to help people more easily develop largescale
creative technology projects, which ultimately led him to his current
role with Barbarian.
Why:
Bell is the lead architect of Cinder, a developing platform that serves
as a toolbox for people to make impressive creative projects that
specialize in touch response and three-dimensional visuals. His
award-winning technology has been used across the digital creative
spectrum, from agencies like Wieden + Kennedy to big-time tech
companies like Google and Microsoft. Cinder is sort of hard to
describe, so you'll just have to click the next slide to see all the things it
can do

Read more: http://www.businessinsider.com/the-24-most-creativepeople-in-advertising-2013-10?op=1#ixzz3LtvZJQJa

Meet The 24 Most Creative People

In Advertising Right Now

AARON TAUBE

OCT. 16, 2013, 8:00 AM

1,266,741

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DraftFCB's

"squirrels."

Recently, Business Insider asked the major ad agencies and the more
significant boutiques to name the people they felt were the most creative
in the business.
Skip straight to the list >

To prevent the nominations from being self-serving, we asked each

agency to also nominate someone from a competing agencythe sort of
person they'd hire, given a free hand.
We then pored over recent award winners and creatives who have
generated new and exciting buzz.
The result is a ranking that we feel represents advertising's creative elite.
Methodology:
The list isn't exhaustive. We know that name-on-the-door industry giants
like Dan Wieden and Jeff Goodby will always make this type of list, due
to their decades of consistently high-level output.
Our list therefore looks at who's hot right now, based on their more
recent work. Agency size, clientele, and tenure were also taken into
consideration. (Small agencies with small clients often get to take risks
because there's less at stake. It's more difficult to do off-the-wall work at
a large agency with gigantic packaged goods clients.)
We mixed advertising giants with creatives who are newer to the game.
All of them are generating interesting and inspirational ads.
Creativity is difficult to measure in an industry that is constantly
redefining itself, but here are 25 creatives that you absolutely have to
know.

24. John Montgomery, chief innovation officer at

Threshold Interactive

Threshold Interactive

John Montgomery

John Montgomery started his career in the 90s as a fashion designer for
brands like Hot Topic and Dr. Martens before eventually gravitating to
creative services at the beginning of the new millennium. He founded
Media Arts Group and merged with Threshold Interactive in 2005.
Now he oversees creative campaigns for Nestl brands like Butterfinger,
Hot Pockets, and Poland Spring, among other clients.
Why:
Montgomery has helped build the Hot Pockets brand's cach among the
hard-to-reach male youth demographic with a steady stream of first-rate
goofballery. He's the one responsible for last year's "Pocket Like It's Hot"
collaboration with Snoop Dogg, as well as the brand's bizarrely
entrancing new video that also features model Kate Upton. He also
signed up YouTube star Tobe Turner to create similarly silly Hot Pocket
branded videos for Turner's nearly 5 million subscribers.

Here's John working with Snoop on the set of the latest

Hot Pocket ad.

Threshold Interactive

23. Brian Farkas and Tylynne McCauley, senior art

director and senior copywriter at RPA

RPA

Brian Farkas, left, and Tylynne McCauley

Farkas and McCauley have been two of the most important minds
behind the excellent work RPA has done on behalf of its chief client,
Honda. What sticks out about Farkas and McCauley's work for Honda is
the creative ways they come up with to help Honda make a difference in
people's lives.
Why:
Most recently, the pair helped Honda raise enough money for nine drivein movie theaters to purchase digital projectors, without which they
would be forced to go out of business when the major movie studios
phase out analog film in 2014. The Project Drive-In campaign allowed
people to vote for their local drive-in to win one of nine projectors Honda
purchased for struggling theaters and created a crowdfunding page for
people to donate money.
Previously, they helped the car company arrange a prime gig for a band
that recorded a music video in a Honda and created a campaign for
Honda employees to show love to customers who'd gone to great lengths
to show their affection for the brand. It's hard to forge a sincere
connection between a brand and a person, but somehow McCauley and
Farkas have been able to hit the right tenor.

Here's how the owners of drive-in movie theaters reacted

when Honda told them they'd be getting new projectors
22. Chris Graves, chief creative officer at Team One

Team One

Chris Graves

As chief creative officer at Saatchi & Saatchi's Team One, Chris Graves
has spearheaded a movement to allow consumers to augment print ads
with their mobile devices. This has allowed Team One to help Lexus
target its technology-loving core consumer with innovative advertising
that plays to their interests.
Why:

Graves' work for Lexus has matched the brand's reputation for cuttingedge technology. For the 2014 Lexus IS, Graves made the first
collaboratively created stop-motion film using Instagram photos. Team
One helped Lexus target straight men with several cross-brand
promotions involving the Sports Illustrated swimsuit edition, and blew
us away with the CinePrint magazine ad, which allowed users to place a
tablet behind a print ad to make it look like the page was moving.

Here's how the CinePrint ad worked.

21. Carlo Cavallone, executive creative director at
72andSunny Amsterdam

72andSunny

Carlo Cavallone

Cavallone worked as a comic book translator and as a writer for Leo

Burnett and Wieden+Kennedy before coming to 72andSunny in 2010. As
executive creative director of the agency's Amsterdam office, Cavallone
has made a name for himself with campaigns for the fashion brand

Benetton that mobilize socially conscious youth by aligning the brand's

goals with those of its target audience.
Why:
Cavallone won a Grand Prix Lion at Cannes in 2012 for his work on
Benetton's Unhate campaign that showed male world leaders kissing.
The brand followed up that success by tapping into the frustration of
millennials destabilized by the global financial crisis with its
"Unemployee of the Year" campaign, which celebrated the out-of-work
dreamers and offered 100 unemployed young people 5,000 Euros to
work on a project they cared about.

Benetton's "Unemployee of the Year" ad expressed the

frustration of young people struggling to make it in a
rough economy.

Benetton

20. Elvis Chau, executive creative director at JWT

Shanghai

JWT

Chau established himself as one of the giants of Chinese advertising with

Cannes Lions wins in 2008 and 2011. The Thai creative is known for the
intricate, 3-dimensional artistry of his print advertisements, like the
highly acclaimed "Heaven or Hell" ad he made for Samsonite in 2011.
Why:
Chau added more Lions to his mantel in 2012, with a toothpaste
campaign encouraging people not to let germs settle in their teeth. The
ads showed the wonders of ancient civilization embedded in a blown-up
photo of a tooth.

Here's Chau's ad for Maxam toothpaste.

Maxam

19. Gordy Sang and Brian Siedband, senior art director

and senior copy writer at Deutsch LA

Deutsch LA

Gordy Sang, left, and Brian Siedband

Gordy Sang and Brian Siedband specifically requested we use the photo
you see here, so we suppose they would like you to know they drink
alcohol sometimes. When sober, Sang and Siedband have been on
something of a creative roll over the past year and change, working
together on well-received Deutsch LA projects for Taco Bell and
Playstation.
Why?
The duo worked together on Taco Bell's popular "Viva Young" Super
Bowl commercial that featured senior citizens sneaking out of the house
and making mischief as the band Fun sang a poorly-accented version of
their hit "We Are Young" in the background. They also came up with the
simple but effective "World's Most Obvious Idea" ad for the hotly
anticipated Cool Ranch Doritos Locos Taco.
Our favorite, though, was last year's "Cubs Win" for Playstation's "MLB
12: The Show" video game, in which the Chicago natives imagined how
the Windy City would react if the Cubs ever won the World Series. The ad
perfectly captured the intense emotions of sports fandom, but
Playstation transferred the account to BBH New York shortly afterward.
Genius is never understood in its own time.

Here's how Deutsch LA rendered the Chicago skyline to

make it look like the Cubs had just won the World Series.

Deutsch LA

18. William Espey, Brand Voice Lead at Chipotle

LinkedIn

Having joined Chipotle in 1999, Espey has seen the company grow from
a regional chain centered in Colorado to the massive international
behemoth it is today. But despite the company's rapid growth to more
than 1,500 locations, Espey has used smart messaging to help Chipotle's
brand maintain its independent feel.
Why:
In the past several years, Espey and Chipotle have commissioned two
terrific animated films that have been huge viral hits and burnished the
brand's image as one committed to using natural products and having a
positive impact on the world around it.
Last month, Chipotle introduced "The Scarecrow," a visually stimulating
short film from the animation studio Moonbot Studios that shows a
scarecrow's journey from the inhumane factory farm he worked at to a
new store he opens himself using natural ingredients.

The Scarecrow left the big city behind for a simpler way
of life.
17. Whit Hiler, creative at Cornet-IMS

Kentucky For Kentucky

Hiler, left, with partner-in-crime Griffin VanMeter

Of all the nominations we looked at in assembling these rankings, Whit

Hiler was far and away the person we most wanted to be friends with.
The proud Kentucky native went viral last year with an outrageously
funny campaign to change the Bluegrass State's motto from "Unbridled
Spirit" to "Kentucky Kicks Ass."

You can also thank Hiler for inventing an unorthodox ad unit called the
"Beardvertisement" that was ultimately used by the Dollar Shave Club.
Why:
In addition to cracking up the internet with viral goodness, Hiler's
creativity has also helped his agency, Cornet-IMS, grow its business.
Hiler helped Cornet become A&W's agency of record by devising
something called a LinkedIn Bomb, through which he and his coworkers coordinated to flood the A&W marketing director with messages
describing their personal relationships with the soda and fast-food
brand.
Cornet-IMS had no prior relationship with A&W, but the stunt helped
convince A&W to name the firm its agency of record shortly after.

After initial reluctance, the state tourism department

ultimately sent Hiler a letter commending him for his
enthusiasm.
16. "The Squirrels," Draftfcb

LinkedIn

Draftfcb's Squirrels

The Squirrels are a team of four creatives who worked together on Oreo's
extremely successful Daily Twist campaign. In honor of Oreo's 100th
birthday, art director Mike Lubrano, senior art director Jared Isle, senior
art director Jackie Anzaldi, and senior copywriter Noel Potts created a
different Oreo-related design to share on social media for 100 days
straight.
Why:
The Daily Twist became a huge success, with some of the more popular
designs (you might remember the rainbow Oreo tower in support of gay
pride parades) going massively viral, and even gaining mentions on latenight talk shows. Asking a team for 100 straight days of great design is a
tall order, but the Squirrels rose to the challenge.

Here's the Daily Twist post about gay pride that went
viral.

Kraft / Facebook

The gay pride Oreo, from Kraft's Facebook page.

15. Steve Stoute, CEO and Founder of Translation

Translation

Steve Stoute

Perhaps nobody embodies the integration of hip-hop culture into the

mainstream than Steve Stoute, whose book "The Tanning of America"
covers that very subject. Stoute started his career as a record executive,
working his way up to president of urban music for Interscope Geffen
A&M Records. Stoute moved over to marketing and later founded the
multicultural agency Translation in 2004 before broadening the agency's
mission as hip-hop's appeal became universal.
Why:
Stoute's contacts in the hip-hop business give him a leg up over
practically anyone else in the advertising game, a fact made clear by his
close relationship with his partner at Translation, Jay Z. Together, they
launched the Budweiser Made In America Festival, which features
performances from artists across a range of genres every year in
Philadelphia.
The pair also handled the branding, design, and advertising for the
Brooklyn Nets, the NBA team that moved from New Jersey last year.
Using stark black and white colors and smart appeals to Brooklyn's pro
sports and hip-hop history, Translation's "Hello Brooklyn" campaign
worked to forge an emotional connection between Brooklynites and the
Nets in the wake of a bitter fight over the arena constructed for the team.

The Nets became the first major pro sports team to call
Brooklyn home since Walter O'Malley took the Dodgers
to Los Angeles in 1957.

Brooklyn Nets

14. Gerry Graf, Founder and CCO of Barton F. Graf 9000

Screengrab Video

Gerry Graf

Since leaving his job at Saatchi & Saatchi to strike out on his own in
2010, Graf has consistently made irreverent, funny ads for clients like
Dish, Kayak, and Little Caesars. The industry veteran has worked to
ensure his firm's longterm success by surrounding himself with an array
of talent from across the advertising landscape, a strategy that came to
the forefront in August, when a man in a horse suit stood outside Wieden
+ Kennedy's New York office with a sign telling passersby they'd have to
be a horse's ass not to want to work at BFG 9000. The agency denied
involvement.
Why:
Graf's outside-the-box thinking was on full display in an ad campaign for
environmental group 350 Action that proposed naming hurricanes after
lawmakers who have publicly denied climate change. And after spending
countless hours sifting through case studies to assemble this list, we
couldn't help laughing at BFG 9000's hilarious mock overview of a fake
social media campaign.

Senator Marco Rubio of Florida was one of several

members of congress skewered in Graf's 350 Action ad.

350 Action

13. Chris Beresford-Hill and Dan Lucey, senior creative

directors at BBDO New York

BBDO

Chris Beresford-Hill, left, and Dan Lucey

Lucey joined Beresford-Hill at BBDO in the summer of 2012, and the two
have been on a roll ever since. The duo won a pair of Cannes Lions for its
print and film ads for Foot Locker, and struck viral gold earlier this
month with a moving ad for Guinness.
Why:
Lucey and Beresford-Hill's versatility on the Foot Locker campaign has
aided the company in its ongoing turnaround effort. They used print ads
to target hardcore sneakerheads by humorously comparing them to
other collectors and made some hilariously funny TV spots leveraging

comedic chops of NBA stars James Hardin, Stephen Curry, and Kyrie
Irving.

Here's the print ad that won Lucey and Beresford-Hill a

Bronze Lion at Cannes.

Foot Locker

12. Anthony Sperduti & Andy Spade, co-founders of

Partners & Spade

Dave Pinter/Flickr

Andy Spade, left, and partner Anthony Sperduti

New York tastemakers Anthony Sperduti & Andy Spade do a little bit of
everything out of their Manhattan store/creative office, from selling
artwork and cool artifacts to producing award-winning short films.
They've put this creativity to work in the advertising field with innovative
experiential work for Warby Parker, striking portraits of celebrity AOL
users for the company's 25th anniversary, and some absolutely beautiful
work for Target. You also might have heard of the brand Andy Spade
manages with his wife, Kate.
Why:

In addition to coming up with fresh in-store retail concepts like Warby

Parker's library-style showroom, the work Sperduti and Spade did for
Target's Threshold homeware line is some of the most visually appealing
advertising you'll ever see. One video ad uses an amazing array of colors
to highlight how Target products can make a house feel like a home as
the camera slowly zooms through several rooms of an incredibly welldecorated house.

Just watching this 30-second Target ad will cut your

stress level in half.
11. Mark Lewis and Matt Fitch, creatives at BBH London

LewisandFitch.com

Matt Lewis and Mark Fitch, as presented on their joint personal website.

Childhood friends Mark Lewis and Matt Fitch have fulfilled the dream of
12-year-olds everywhere by working together at VCCP and BMB before
coming to BBH London. In the past, they've done innovative outdoor

work for Google Voice, and work for Dove that helped pitch the brand to
fathers.
Why:
Lewis and Fitch are best known for their extraordinary 2012 campaign
for the England-based news media company The Guardian. In a richly
detailed, award-winning two-minute video, they showed off how The
Guardian's print, digital, and video departments would have offered
360-degree coverage of the fictional trial of the Big Bad Wolf (who blew
down the houses of The Three Little Pigs).
The video perfectly captured The Guardian's many capabilities in a
multi-screen world and even managed to creatively expand on the
original story of The Three Little Pigs.

Here's the great Three Little Pigs spot that landed them
on the list.
10. Chris Baker and Mike Lacher, freelance (formerly at
Buzzfeed)

Chris Baker

Chris Baker, left, and Mike Lacher

It's a sign of the times that we just couldn't do this list without anyone
from the native advertising/sponsored content field. Chris Baker worked
at major ad agencies R/GA, Crispin Porter + Bogusky, and BBDO before
becoming a creative director producing sponsored content for Buzzfeed
alongside Mike Lacher. The duo has since parted ways with the company
to do freelance work, but not before doing some of Buzzfeed's most
innovative creative work.
Why:
In a collaboration between Buzzfeed and Improv Everywhere, Baker and
Lacher had "Seeing Eye People" lead folks around Manhattan while they
were busy looking down at their phones so that they could walk safely as
they were texting. They also made waves with a sendup of tech culture
called the Startup Legitimizer, and the famous/infamous Buzzfeed
Listiclock, an app sponsored by Pepsi that allows users to see a different
presentation of three Buzzfeed lists for every second of the day.

The Buzzfeed Listiclock.

Buzzfeed

9. Stephen McMennamy and Alex Russell, creative

directors at BBDO

AT&T

Two children from AT&T's "It's Not Complicated" campaign

Since debuting during the 2012 NCAA Tournament, AT&T's "It's not
complicated" campaign has been one of the best on television. Featuring
sketch comic Beck Bennett and a cadre of adorable schoolchildren, the
campaign has done wonders for humanizing a telecommunications
brand often thought to be impersonal.
Though the Beck Bennett/AT&T collaboration has been handled by
numerous people across BBDO since being launched with Brackets By
Six-Year-Olds during the 2012 NCAA Tournament, creative directors
Stephen McMennamy and Alex Russell have helped keep the campaign
hot over the past year.
The campaign worked out pretty well for Bennett, too. In August, it was
announced that he'll be a cast member on SNL.
Why:

"It's not complicated" seems to enjoy universal approval among the

people we've spoken with, whether they've been advertising industry
folks or our own friends and co-workers. As one member of a competing
agency put to us: "My wife and I constantly rewind those commercials.
Anyone who can make telecom funny is amazing."

Here's one of our favorites from the series.

8. John Mescall, executive creative director at McCann
Australia

McCann

John Mescall

Mescall joined McCann Australia as executive creative director in Fall

2011 and has since helped it become one of the most successful agencies

in the country. The agency has made a name for itself with fun, playful
advertising exemplified by its campaign for the Macquarie Dictionary of
Melbourne in which it invented and spread the word "phubbing," a term
to describe the practice of ignoring someone in person while looking at
your smartphone. The campaign sought to show the importance of new
words to explain new social phenomena.
Why:
Mescall created "Dumb Ways to Die," the smash hit campaign of 2012,
for Melbourne's public transit system. The campaign was anchored by an
impossibly catchy music video where adorable animated creatures name
a bunch of dumb ways for people to die before revealing that being killed
by an oncoming train because you weren't being careful is the dumbest
way of all. The video brought home a ton of awards, and has so far netted
more than 60 million views on YouTube.

The "Dumb Ways to Die" video has been viewed more

than 60 million times on YouTube.
7. Humberto Polar, chief creative officer at Mayo Draftfcb
Peru

Draftfcb

Polar is in a rarefied class of creative directors who have won Cannes

Lions in three different countries (Colombia, Mexico, and Peru). What's
special about Polar is the way his creative works create positive social
change, in addition to enhancing the reputations of his clients.
Why:

The altruistic nature of Polar's work was on display in two ads he's
produced in the past year that were both extremely creative and
impressively effective.
In one, Polar helped the Peruvian Cancer Society reach its fund-raising
goal by reaching out to an unlikely group of donors: occupants of the
country's most dangerous prison. Even more innovative was his work for
a Peruvian engineering university, for whom he helped erect a billboard
that harvested humidity from the surrounding air to produce clean
drinking water.

Polar and his team helped supply hundreds of families

with water each month.
6. Anselmo Ramos, executive creative director at Ogilvy
& Mather Brazil

Ogilvy & Mather

Anselmo Ramos

Anselmo Ramos has traveled all over the world for his advertising career,
working for Y&R in Lisbon, Madrid, and Miami, and for Lowe New York
before returning to his native Brazil in 2007.
At the time, Ogilvy's Brazil practice was No. 47 in the agency's internal
creative rankings. Since then, Ramos has brought Brazil all the way up to
No. 1 , while also founding DAVID, a global agency within Ogilvy that
offers a Latin American perspective on creative work.
Why:
Ramos is responsible for one of the most viral advertisements of all time,
Dove's "Real Beauty Sketches," which used an FBI-trained sketch artist
to draw portraits of women first based on how they described themselves
and then based on descriptions of the women offered by strangers. The
result was a heartwarming, if not necessarily true, message that women
are more beautiful than they think they are. The video was viewed more
than 114 million times worldwide in its first month.

Dove's Real Beauty Sketches showed the difference

between how women think they look and how others
view them.
5. Ray Del Savio and Jerry Hoak, creative directors at
Droga5

Droga5

Ray Del Savio, left, and Jerry Hoak

Del Savio and Hoak are two of the creative forces behind some of the
best work from Droga5, one of the it agencies in the advertising industry.
Though Droga5 is focused on digital work, Hoak and Savio used the
throwback medium of the pay phone in an awesome campaign for the
New Museum's exhibit covering the year 1993.
They put stickers on every pay phone in Manhattan that advertised a
phone number people could call to hear taped recordings of people
telling stories about what the neighborhood they were in was like in

1993. The recordings came from oral histories done by 150 real New
Yorkers.
Why:
While it's easy to do great creative work for an art museum, Del Savio
and Hoak are on the list for their work on the Prudential Challenge Lab,
a beautiful, interactive site that made saving for retirement seem totally
interesting.
The site used interactive quizzes to teach people about the need to save,
and presented videos about the fascinating brain science that explains
why people so rarely consider their future well-being when making
decision in the present. The project won a Titanium Lion at Cannes for
its originality.

Here's a cool photo of one the payphone kiosks from the

New Museum campaign.

Droga5

4. Jason Apaliski, creative director at Pereira & O'Dell

Pereira & O'Dell

Jason Apaliski

In order to tell consumers about the importance of the Intel chip inside
Toshiba laptops, Apaliski and his team came up with a remarkable social
video series about the importance of inner beauty. The story centers on a
person named Alex, who wakes up in a different body every morning,

and a woman he falls in love with named Leah. Because Alex was a
different person every day, Intel and Toshiba invited the public to try out
for roles in the series and to film themselves saying certain lines of
dialogue, which were then included in the series.
Why:
The six-part, 30-minute video was filled with beautiful cinematography
and a compelling love story with a universal message about inner beauty.
The videos were extremely creative in telling a moving story that was
relevant to a product, the computer chip, that is not always easy to tell
stories about.
"The Beauty Inside" was unique in the way it allowed the public to
participate in telling its story, helping the film series win an
unprecedented three Grand Prix awards at Cannes.

Here's the trailer for 'The Beauty Inside.'

3. Andrew Bell, Technology Research Fellow, The
Barbarian Group

Barbarian Group

Andrew Bell

Prior to rejoining Barbarian Group as a technology research fellow last

year, Andrew Bell worked as a creative technologist at The Mill and
helped Apple build its iTunes visualizer.
It was during the iTunes project that he realized the need for a creative
coding framework to help people more easily develop largescale creative
technology projects, which ultimately led him to his current role with
Barbarian.
Why:
Bell is the lead architect of Cinder, a developing platform that serves as a
toolbox for people to make impressive creative projects that specialize in
touch response and three-dimensional visuals. His award-winning
technology has been used across the digital creative spectrum, from
agencies like Wieden + Kennedy to big-time tech companies like Google
and Microsoft. Cinder is sort of hard to describe, so you'll just have to
click the next slide to see all the things it can do

Read more: http://www.businessinsider.com/the-24-most-creative-people-in-advertising2013-10?op=1#ixzz3LtvZJQJa