THE BOOK OF LISTS: The 10 Hottest creative directors

1. Robert Saville and Mark Waites



With Mother acknowledged to be the top creative agency in London, this

self-effacing twosome consistently turns out work that is edgy and

engaging, while also delivering the kind of awareness figures that make

other agencies green with envy. Highlights have included work for Super

Noodles, ITV Digital, Dr Pepper, Cup A Soup and the Emap portfolio.



2. Nick Bell



The creative department at Leo Burnett has continued undergoing its

resurgence, with Bell overseeing a department producing some top work.

Highlights from 2001 include John West Salmon, while the agency has

continued its award-winning run on Stella Artois and McDonald's.



3. John O'Keeffe



Bartle Bogle Hegarty's creative department continues to prosper in the

charge of the robust O'Keeffe. This year the agency has continued

sterling work for Levi's, Lynx and Paddy Power, with amusing campaigns

for Unilever's Bertolli and Olivio.



4. Charles Inge



At Lowe Lintas, Inge steered top work for Reebok, Weetabix, Aero and

Domestos. He is now helping put the fledgling Clemmow Hornby Inge on the

map.



5. Peter Souter



Abbott Mead Vickers BBDO's executive creative director continues to

oversee solid creative work for long-term clients Guinness, Sainsbury's,

The Economist, Wrigleys and the RSPCA, with a favourite being Dulux's

imaginative and humorous campaign based on matching paint colours. Look

out too for new work for Kaliber.



6. Richard Flintham and Andy McLeod



While Fallon's output this year has not centred on big-spending

television campaigns to rival last year's work for Skoda, Flintham and

McLeod have consistently produced good print work for Innocent

Smoothies, Starbucks, Umbro and the Flowers & Plants Association. Their

TV spots for BBC Radio One's Dream Team and the station's festivals

coverage also made an impact.



7. Trevor Beattie



Adland's staunchest public evangelist has had a quieter 12 months than

previously, but has continued to oversee campaigns for clients such as

PlayStation, fcuk, Eurostar, Strongbow and the Labour Party.



8. Dave Droga



While not blessed with many edgy clients, Droga has nevertheless

continued to breathe creative life into Saatchi & Saatchis' bedrock

accounts, getting good work out for Cadbury's Fingers, Bisto and the

(now departed) Army - while proving Saatchis can do quirky with

Monster.com.



9. Tony Davidson and Kim Papworth



Last year the creative reputation of Wieden & Kennedy London was in

tatters, but this year Davidson and Papworth have turned around the

agency's fortunes by determinedly producing good work for Nike Run

London, as well as moving forward the creative output for Diet Coke and

Revlon's Charlie and Mitchum brands.



10. Kate Stanners and Al Young



While St Luke's has also been a quieter voice in the industry than in

recent years, Stanners and Young have continued to produce talked-about

campaigns for Clarks, the since-departed Ikea and the blockbuster

"amphitheatre" spot for BT.



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