The development for giant advert holding firms to rent client-specific creatives continues with Guillermo Vega, former CCO of Saatchi & Saatchi in London and earlier than that senior at 72andSunny and Wieden+kennedy, as Ogilvy’s world inventive lead on Coca-Cola, now ensconced at Ogilvy proprietor WPP’s bespoke OpenX Coke company. Vega will be a part of that too.
A few weeks again Publicis-owned Saatchi New York employed Ciro Sarmiento from Weber Shandwick to steer inventive on P&G’s Tide account – a life dedicated to detergent doesn’t appear essentially the most compelling inventive prospect.
Vega says; “Ogilvy’s ambition is unparalleled and the migration of expertise to the company is unattainable to withstand. The chance to assist form the way forward for The Coca-Cola Firm and its beloved manufacturers in a interval of accelerated transformation is the type of problem that may outline the way forward for our business for years to return. Creativity and innovation are what drive me ahead, and OpenX from WPP is the type of problem that will get me excited. I can’t be happier to be a part of Ogilvy’s world community and to be returning to New York.”
Ogilvy CCO Liz Taylor says: “When it got here to discovering somebody for this position Guillermo’s expertise, experience and background have been an ideal match for the ambition of OpenX. Not solely is he a champion of concepts that journey, however he’s a builder who has repeatedly grown companies from the bottom up. We’re excited for all of the boundary-breaking, culture-shifting work that we’ll do collectively for The Coca-Cola Firm and its iconic portfolio of manufacturers.”
The appointment of Vega, who appeared to go away Saatchi due to a need to return prime the US, raises quite a few points.
Is Ogilvy really doing the heavy lifting for OpenX, though presumably the likes of Wunderman Thompson will probably be concerned on what we used to name the direct advertising and marketing aspect. If senior creatives are actually emigrating to single account roles what does this say in regards to the advert holding firm company manufacturers? Does the necessity for one inventive figurehead on an enormous account testify to a scarcity of expertise throughout company inventive departments?
Dentsu has already lumped all its inventive companies into Dentsu Artistic. Publicis has a giant new company-wide inventive entity in New York referred to as Le Truc. It wouldn’t be a shock if we’ve one WPP Artistic in a number of years’ time, with far fewer individuals than at present.
Perhaps shoppers are insisting that there’s extra continuity on massive accounts, which, in flip, locations large duty on the creatives concerned. If they’ll’t hack an issue who else is left to have a go?
Attention-grabbing instances, because the Chinese language say (with a sure trepidation.)
