INTEGRATED: PORTFOLIO; Andy McAdie

By JIM DAVIES, campaignlive.co.uk, Friday, 08 December 1995 12:00AM

Clearly, the Collett Dickenson Pearce creative team, Andy McAdie and Michael Victor, spent a good proportion of their schooldays fashioning paper aeroplanes. Their impressive portfolio of direct mail is home to several masterpieces of paper engineering.

Clearly, the Collett Dickenson Pearce creative team, Andy McAdie and

Michael Victor, spent a good proportion of their schooldays fashioning

paper aeroplanes. Their impressive portfolio of direct mail is home to

several masterpieces of paper engineering.



‘There’s nothing more depressing than receiving a grey sheet of A4,’

Victor maintains, while demonstrating an example of immaculate cut-out

and embossing work on behalf of P&O Ferries. Other happy clients have

included Littlewoods, Japan Airlines, the Financial Times, InterCity,

Courts and Honda, for whom the duo have created everything from the

smallest leaflet insert to fully fledged 40-second commercials. They

relish the variety and claim to approach each project on the same terms.

‘We treat absolutely everything as if it’s an ad,’ McAdie explains. ‘The

idea is always at the core.’



Through-the-line projects constitute an expanding part of CDP’s

business, where the integrated department operates under the creative

director, Neil Bannister. Much blood, sweat and tears are spent

servicing Honda, one of CDP’s major clients, which has demanded a fully

integrated approach from day one. Last year, for instance, McAdie and

Victor produced a whole batch of work for the launch of the Honda Civic

five-door specifically designed to complement the agency’s commercial,

which showed reversed footage of a crushed car expanding back into its

original shape. The dealer box they came up with is a clever concertina

folder overprinted with crushed metal, while the direct mail, which

features the same texture and is targeted at consumers, opens out like a

demented map.



Unusually, McAdie and Victor both have a background in design;

conceptualisation, art direction and headlines are shared duties, but a

specialist copywriter is called in for long copy. ‘There’s no precious

ownership of a job here,’ McAdie says. ‘You just help out whenever and

wherever you can.’



This article was first published on campaignlive.co.uk

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