Class of 2012
campaignlive.co.uk, Thursday, 22 March 2012 08:00AM
A new generation of young talent are making their mark on the ad industry, some already with awards under their belts. Meet the latest crop of Campaign's Faces to Watch.
Anna Carpen, 26, creative, 18 Feet & Rising
Anna Carpen is "a little weirdo", according to her boss, the 18 Feet & Rising executive creative director, Matt Keon. Reason enough, then, to keep a close eye on her as her career develops.
She joined 18 Feet four weeks after its launch, having just completed the Watford Creative Advertising course, and has been integral to the agency's creative output ever since.
The 26-year-old was behind the "carousel" work for Nationwide, the Freeview "corgi" spot and the distinctly left-field LoveFilm ad featuring "gangsta grannies".
Carpen – who, incidentally, boasts a first in psychology and fine art from the University of Reading – can turn her hand to writing, illustration and animation, and brings her own peculiar brand of quirkiness to everything she touches.
Matt Craigie, 30, TV producer, Adam & Eve
Having only been a fully fledged TV producer for a year, Matt Craigie's production credits already include last year's ad of the year, "the long wait" for John Lewis, and he also produced the Holly Vallance spot for Foster's Gold.
Craigie joined Adam & Eve as a production assistant from Blink, where he worked his way up from receptionist and runner.
A&E's creative founding partner, Ben Priest, says, "Very early on, we knew Matt was a star in the making. He has got a great combination of creative passion and calm management skills.
"We've fast-tracked him and given him more responsibility than someone of his experience would normally get.
"I have no doubt he'll be a head of department in no time."
Milton Elias, 29, head of mobile, Starcom MediaVest Group
Milton Elias has quickly made a name for himself within the mobile media industry since starting his career at Publicis Groupe's Phonevalley in 2008.
After joining Starcom MediaVest Group as a senior executive in 2010, he successfully led numerous clients on board the mobile channel and, within nine months, was promoted to head of mobile.
Elias has been directly involved in bringing several big media firsts to market for clients, such as the first advertising campaign on YouTube Mobile in the UK and Europe.
He is most proud of brokering the world's first 3D ad on a tablet on behalf of SMG last year. Oli Newton, the head of emerging platforms at SMG, describes Milton, who once starred as an Egyptian slave alongside Sir Anthony Hopkins in the film Alexander, as "phenomenally enthusiastic" and says he "takes a complicated market and makes it understandable for clients".
Rohan Tambyrajah, 30, digital innovation account director, Arena Media
Rohan Tambyrajah is no stranger to Campaign, having been chosen as one of a few young people in the industry to speak about the future of advertising at last year's War of the Words event, where he was celebrated for both his engaging presentation and his natty dress sense.
Having previously worked for i-level and JCDecaux, he is described as "one of the leading lights of the agency" by Arena Media's deputy managing director, Henry Daglish.
The account director is most proud of helping Domino's Pizza flourish on mobile (its app now accounts for 15% of the brand's digital sales) and bringing Eurostar into the social media space with the Eurostar Live platform.
Tambyrajah also likes to educate his colleagues and runs a weekly power-hour session for Arena championing fresh thinking and innovation.
Kloe Wells, 26, account manager, CBS Outdoor
CBS Outdoor's account manager Kloe Wells has already been picked out as a future leader of the business.
She has won both internal and external sales awards and managers say her consultative sales approach helps her understand the challenges and needs of outdoor and media agencies. Currently working towards being an account director within CBS's national agency sales team, Wells will undertake training to prepare her for managing her own team in the future.
Jason Cotterrell, the UK country director at CBS, says, "Kloe has repeatedly demonstrated excellence by putting customers at the heart of everything she does. She has consistently delivered her targets, driven agency performance and delivered impressive results."
Richard Bradford, 27, strategist, MEC
Stuart Sullivan-Martin, the chief strategy officer at MEC, is effusive in his praise for the young strategist Richard Bradford, whose highlights already include helping the agency win the consolidated planning assignment for the Department of Health.
Sullivan-Martin credits Bradford as having "a supercomputer for a brain" and for "being unusual in that he enjoys talking about behavioural economics as much as wading through pivot tables".
Current projects range from leading a consultative project that's helping Everything Everywhere make sense of all its data to building a library resource for the agency.
Sullivan-Martin adds, "Richard has the confidence to find a new angle on a problem, and yet also the emotional intelligence to weave a compelling story for colleagues and clients."
Katrina Bain, 27, senior campaign supervisor, TMW
Having been at TMW for nearly two years, Katrina Bain has quickly established herself as a key member of the Unilever team, gaining huge respect from agency and client peers alike.
As the agency's "sparky" senior campaign supervisor, Bain has been instrumental in managing a portfolio of FMCG brands including Flora, Flora pro.activ, Colman's, Stork and Bertolli.
Her dedication and talent led her to win the Media category in The Guardian's UK Cannes Young Lions competition with her colleague Tim Russell.
As a result, she was flown to Cannes to attend the festival and prepare a media brief for the children's charity Unicef.
Liz Tang, the business director at TMW, says, "Katrina's effervescent personality is contagious. Her glass is definitely always half-full and the professionalism and commitment she shows in her profession is admirable."
Freddia Powell, 27, Hollie Walker, 26, creative team, Wieden+Kennedy
Freddie Powell and Hollie Walker are already receiving recognition for their work, so being part of Campaign's Faces to Watch is just an additional plaudit.
The two met at Central Saint Martins and got their first job at Wieden+Kennedy straight out of college. Powell was the one of the most awarded creatives in the world last year for his work on Nike's "write the future" campaign and, together, the pair have worked across clients including Nike, Honda, Nokia, The Guardian and Cravendale.
Standouts include the Cravendale "cats with thumbs" and The Muppets spots, as well as Nike's "#makeitcount".
Tony Davidson, W+K's executive creative director, says, "Curiosity, hunger, raw talent and the ability to execute (not just have) ideas are what any team wanting to work at W+K need.
"The other thing that makes Hollie and Freddie a great team is the way they complement each other. They are by no means the finished article yet, and Kim (Papworth) and I are here to make sure they become the team they are capable of being."
Ross Farquhar, 28, brand leader, 101
It's fair to say, if you need to relaunch a brand, then Ross Farquhar's your man. Having graduated from the Marketing Academy last year, Farquhar joined 101 as a brand leader and helped launch Avios and relaunch Mr Kipling.
However, he hasn't always been agency-side, having previously worked as a senior brand manager of global rums at Diageo and a brand manager at Cadbury.
It was at Cadbury that Farquhar landed himself an IPA Effectiveness gold award in 2010 for relaunching its Wispa chocolate brand. He is currently sitting his IPA Excellence Diploma.
101's founding partner Laurence Green says, "Ross is a thoroughly modern marketing man. Client poacher turned agency gamekeeper, he's that rare thing: someone who is commercial and creative in equal measure.
"And there are few people more enthusiastic and curious than he is about where brand-building is heading."
Andrew Blakeley, 25, social strategist, DDB UK
Andrew Blakeley started his planning career at Saatchi & Saatchi X, where he worked on below-the-line, in-store and in-bar for the likes of Procter & Gamble, PepsiCo and Diageo.
He moved to DDB UK in March 2011 and now works on social strategy, shopper marketing and brand planning across Volkswagen, Diageo, Petplan and new business. He has worked on two successful pitches since joining.
Nick Fox, the outgoing chief client officer at DDB, says, "One of the brightest people I have ever worked with, Andrew combines a fantastic work ethic, an extremely inquisitive manner, sharp wit and intellect.
"Extremely comfortable with shopper marketing strategy, social and digital strategy, as well as brand planning, Andrew represents the future of integrated planning.
"What separates Andrew from the rest is the sheer speed at which he performs. He delivers when others are still contemplating how to approach the matter."
Carl Fernandes, 26, head of analytics and conversion optimisation, iProspect
Carl Fernandes, the head of analytics and conversion optimisation at Aegis Media's digital marketing agency iProspect, has impressed in his first four years in digital media.
After starting as a graduate in 2007, he became a senior search engine optimisation strategist for clients such as Johnson & Johnson and BSkyB.
Thanks to his hard work, iProspect became a Google Analytics Certified Partner in 2010 and has recently seen 100 per cent year-on-year growth.
Ben Wood, the managing director at iProspect, says, "In a world where clients are seeking greater insight and value from data across the bought, owned and earned media spectrum, Carl has worked tirelessly to build our analytics and conversion offering."
James Wigley, 29, digital sales director, Absolute Radio
James Wigley joined Absolute Radio as its digital sales director to lead a newly formed digital sales team in May last year.
Since then, Absolute has become the first radio station to allow advertisers to serve targeted ads to listeners who use its Absolute Radio Account service (something Wigley demonstrated with finesse at Absolute's January event at the House of Commons) and the station has broken its record for digital revenue.
After starting his career at MediaCom, Wigley moved to News International, then took on a digital business development role at Channel 4, before being headhunted by Absolute.
Clive Dickens, the chief operating officer at Absolute, says, "James Wigley has a bright future ahead of him – he's digitally savvy, up for a challenge and has quickly earned the respect of his colleagues and clients."
Rian Shah, 28, head of strategy, Zenith Media
The recently promoted Rian Shah started his career at ZenithOptimedia in 2005 as a digital planner working on BMW, Paramount Pictures and L'Oreal.
In 2007, he made the transition to communications planning and, since then, has taken a lead role in training ZenithOptimedia's 100-plus comms planners to harness the power of digital in their work.
He is also key to the group's new-business wins and recently led the strategic work on the RBS Retail pitch.
Such has been his impact that Gerry Boyle, the chief executive of ZenithOptimedia, credits his extreme professionalism, saying, "Rian is an exceptional talent with a totally contemporary way of thinking. His instinct and intellect combine to great effect when building solutions for our clients." No wonder the agency shouts loud about him.
Harry Osborne, 27, designer, Lab
Harry Osborne, a designer at Abbott Mead Vickers BBDO's production facility Lab, has been marked out by the agency as a potential future leader.
The powers that be there say he combines creative talent with maturity around the bigger business picture.
He graduated with a degree in moving design, then spent two years as a designer at Red Bee Media before joining AMV three years ago.
He has worked on some of the agency's more creative output, including its award-winning Wrigley Nightjar (which, among others, picked up a gold at Kinsale for graphic design).
Thiago de Moraes, AMV's creative partner, says, "Not only are his design and motion graphics skills fantastic, but his conceptual ability is very strong. He is a joy to be around and always brings more to the table than you would expect."
Laura Scoffin, 24, social media planner, Dare
All planners out there should be very afraid. There is a new breed in town, personified by Laura Scoffin.
She can shift between longer-term brand planning and more tactical "real-time" planning without drawing breath, according to her colleagues at Dare.
B&Q and Johnson & Johnson have both benefited from her strategic prowess. She pioneered both brands' early steps into digital communications so deftly that they have become significant creative and financial opportunities for Dare.
Scoffin is now expanding J&J into its eighth European market. Andy Nairn, Dare's chief strategic officer, says, "Laura is the perfect planner for the modern world. She's commercially savvy, creatively driven and technologically curious.
"The fact that she does all of this with great enthusiasm and good humour is an added bonus."
Migual Gonzales, 29, Theo Bayani, 29, creative team, DLKW Lowe
Miguel Gonzalez and Theo Bayani joined DLKW Lowe in November last year and have just completed ads for Halfords and Morrisons.
Gonzalez joined DDB London in 2007, where he produced award-winning work for Harvey Nichols and Volkswagen. Before coming to the UK, he attended the Advertising Portfolio course at the Miami Ad School campus in Madrid.
Bayani, meanwhile, graduated from Central Saint Martins. He started his ad career with placements at Mother and Lowe before joining TBWA\London, where he created award-winning work for John Smith's, Adidas and Nissan.
Dave Henderson and Richard Denney, DLKW Lowe's executive creative directors, say, "Theo and Miguel are fast, smart and naturally very lateral. But what really marks them out is an insatiable, deep-rooted hunger that we're sure will take them very, very far."
Claire Watson, 23, art director, 4Creative
Claire Watson has already made a big impact at 4Creative and she's only 23. After winning a yellow Pencil at the D&AD Awards in her final year at the University of Central Lancashire, she joined Channel 4's in-house creative team and, six months later, won Best Newcomer at the Creative Circle awards.
Her work has included the naked sardine-can spots for last year's hit comedy 'Fresh Meat' and the controversial ads for Frankie Boyle's TV show, Tramadol Nights, which featured animals using syringes and wielding chainsaws.
Tom Tagholm, the outgoing network creative director of 4Creative, says, "What a find. Claire hit the ground running at 4Creative and hasn't looked back. She's a great thinker, has a great eye and can hold her own on a big shoot. Not a bad combination for a relatively new talent."
This article was first published on campaignlive.co.uk
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