CAMPAIGN CRAFT: Dorlands names creative services chief in effort to streamline traffic system

Bates Dorland is planning a major streamlining of its traffic department with the appointment of Steve Ansell as creative services director.

Bates Dorland is planning a major streamlining of its traffic department

with the appointment of Steve Ansell as creative services director.



Ansell, 33, who three years ago was drafted in by Frank Lowe to iron out

traffic problems at the Lowe Group’s New York agency, joins Dorlands as

part of the executive creative director, Tim Ashton’s, plan to raise the

status and importance of the agency’s traffic department. ‘Steve will

have a direct line into the agency’s executive committee,’ Ashton

explained. ‘I am determined to sort out our traffic system, which isn’t

as good as it could be. That’s why Steve will have a much more important

role to play than most creative services directors do.’



Ashton continued: ‘Agencies don’t talk much about getting the best out

of traffic departments, but clients like the reassurance of seeing them

operate effectively and knowing that their business is truly buttoned

down.’



Ansell, whose 16-year career includes spells at BMP DDB Needham,

Publicis and Lowe Howard-Spink, joins Dorlands from the pre-press

company, Admagic, where he was a director of Illusion, its colour

retouching subsidiary.



His arrival at Dorlands renews a professional relationship with Ashton

that began at Lowes, where the pair worked together on a number of

projects including a Reebok poster that won a D&AD gold award.



‘It’s not that Dorlands’ traffic system is horrendously out of date, but

the agency is keen to tackle it differently,’ Ansell said. ‘The aim

isn’t so much to increase the speed of through-put but to ensure that

it’s measured enough to give the creative department time to come up

with the best ideas.’



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