CLIENT OF THE WEEK: Countryman praises city life - Selfridges is gaining from Nick Cross’s experience of country life. By Mairi Clark

Nick Cross, the former Bartle Bogle Hegarty international planning director and now the marketing director of Selfridges, has found his agency experience useful in his current position.

Nick Cross, the former Bartle Bogle Hegarty international planning

director and now the marketing director of Selfridges, has found his

agency experience useful in his current position.



’You’re a poacher turned gamekeeper. Agencies know how to develop

creativity, and also how to take risks and side-step convention.

Advertising forces you to think about the idea. If you haven’t worked in

advertising you end up with something decorative and fluffy,’ he

says.



Selfridges’ print campaign out this week is definitely not fluffy and

tries to change consumers’ perceptions of the store using the endline:

’It’s worth living in London’ (Campaign, last week). ’It’s about

refocusing people and reminding them what Selfridges is about,’ Cross

explains.



’The brand part of Selfridges has to be its attitude and spirit. A lot

of the message we’re trying to get across is about going back to your

roots and thinking about when Selfridges started, when it was just a

London department store. It’s an integral part of this city’s life.’



Cross’s upbringing in Suffolk has probably contributed to his easy-going

nature. It’s also why Selfridges needn’t worry about him moving to the

country. ’I lived on a farm, so I know what it’s really like,’ he

jokes.



Perhaps that is why the first print executions feature witty digs at

country life.



Cross’s advertising career started when he was offered a job by BBH in

1993. The offer came while he was working for the strategic marketing

consultancy he had joined straight from completing his history degree at

Cambridge University. While at BBH, he was responsible for, among

others, the agency’s renowned ads for Levi’s. He also worked on the

Selfridges account when the store rebranded at the start of 1996.



Cross explains that his decision to join the store last July was more

out of curiosity than anything else. ’It’s really about seeing things

from a different perspective. I’m very much influenced by the need to

find an environment that’s interesting and the people part of it

intrigues me.’



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