They're sharp-minded, energetic and highly focused and they're part
of a generation which sees personal fulfilment as at least of equal
importance to a high-flying career, if not more so.
They're Campaign's Faces to Watch for 2002 and they are a real headache
for the agencies, media independents and film production companies that
They've got talent in spades as well as an interest in and an ability to
think well beyond their core disciplines. And that's the problem. Faces
to Watch have aspirations that communications companies are finding
increasingly difficult to satisfy, but will have to do so if the
industry is to hang on to its brightest stars.
Society has changed and, in common with many other industries, adland is
feeling its impact. Ad agencies have never provided jobs for life but
young people entering the business a few years ago usually expected
their working lives to be spent in it.
No longer. Bright young stars are as likely to seek a new challenge not
just by switching agencies but by a complete change of lifestyle and
"Young people coming into the business now may take time out to go
travelling in Patagonia, come home and train to be teachers," Grant
Duncan, the Publicis managing director, says. "They have a different
take on the quality of life which is hard to argue against."
The upshot of all this is that agencies will have to be more flexible
and accommodating to the best young talent. Publicis is holding open a
job for one of its bright new suits while he studies for an MBA and is
giving first refusal on a job to an excellent young account manager when
she returns from seeing the world.
It's a trend that's been fuelled partly by the economic prosperity which
has allowed young people to take career breaks safe in the knowledge
that there will be a job for them on their return and partly by more
"Young people still enter the business rosy-eyed but sometimes change
once inside," Belinda Kent-Lemon, an ad industry human resources expert,
Here then are Campaign's latest tips for the top. May the industry
cherish them and their kind. Because they hold its future in their
1. JANE LINGHAM 25
Lingham wrote a Grand Prix-winning entry for Transport for London at the
Account Planning Group awards this year - not bad for a 25-year-old with
just three years' experience under her belt. Partners BDDH is her first
agency, but she's been tipped for a planning director role within the
next five years. Lingham joined straight from gaining a marketing degree
at Lancaster University and her boss, Nigel Long, claims she knew she
wanted to be a planner from the age of 16. "She's interested in
psychology and what makes consumers tick," he says.
2. MICHAEL PRING 29
Miles Calcraft Briginshaw Duffy
Pring joined MCBD in June from D'Arcy, where he started as a graduate
trainee and was soon picked for a fast-track development scheme at the
network. Since arriving at MCBD, he's worked on Benecol and Thorntons
and played a key role in securing the agency's place on the COI
Communications roster. The chief executive, Jeremy Miles, says he is
"phenomenally bright, and obsessed with getting the best creative
3. SAMEER MODHA 27
J. Walter Thompson
Modha has a rare ability to help creative people deliver great work,
JWT's planning director, Marco Rimini, says, but he is as comfortable
working in the statistical and effectiveness arena too. A product of the
WPP fast-track grad scheme, Modha did a year's stint at The Henley
Centre and the design agency Coley Porter Bell before returning to JWT
three years ago. Since then, Rimini says he continues to shine as an
"imaginative and rigorous" planner who could be destined for great
things within WPP.
4. ADAM PACE 28
Pace is the marathon-running group head of Optimedia's TV and internet
buying department, i-trade. He joined the agency in June 2000 after
previous stints at TMD, MediaVest and Initiative Media and has
overwhelmed the managing partner, Greg Turzynski, with his ability to
turn his hand at developing internet buying as well as TV. "He embraced
the sector wholeheartedly, taking the basic skills of TV buying and
adapting them for the web. He has a great can-do attitude."
5. NICOLAI FUGLSIG 28
Having notched up a celebrated career in war photojournalism and
documentary-making, Fuglsig joined Outsider in June 2001 after showing
the managing director, Robert Campbell, his reel. "I was totally blown
away," Campbell recalls. "There were no ads on the tape, but everything
he showed me was so fantastically put together and so imaginative it was
quite evident that he would be a remarkable commercials director."
6. MARTIN SMITH 30
It's not everyone in adland who prompts a description as a stellar
high-flier. But Smith, an account planner at Bates UK, does. Tim
Broadbent, the executive planning director, says he is both instinctive
and independent and, as a result, enjoys good results and relationships
with clients and colleagues at the agency. "Creatives smile with
pleasure when they get a brief from him. He knows planning is about the
quality of the ideas, not the quality of the research," Broadbent
7. TOBY MCDONALD 26
The Paul Weiland Film Company
The "quiet and quietly spoken" McDonald has come a long way since he
started as a runner at the commercials production company And Howe Films
in 1995. He quickly moved on to assist on various documentaries before
working on a feature film and directing his own short film, Je t'aime
John Wayne. The short was nominated for a Bafta last year and caught the
eye of The Paul Weiland Film Company, which snapped him up
8. MATT LEE 30
Brian Riley 30
Banks Hoggins O'Shea/FCB
This creative duo is behind campaigns for Coors, Ladbrokes, MTV and
Compaq Computers at Banks Hoggins, and has been at the agency for two
years. The creative director, Ken Hoggins, likes their leftfield
approach to a brief and considers their rounded view an incredible
asset: "What they come up with is always interesting instead of
predictable and they're good at tackling briefs sideways as well as
9. ANDY MORLEY 32
"Andy stands out in a crowd," Emap Advertising's sales director, Dave
King, says. "Which is good for a salesman," he adds. Morley joined Emap
four years after working for Capital Radio's in-house radio sales
company, MS&M, and is now an account team manager working across a large
portfolio of clients. He recently introduced agency assessments and
better customer support services. "He's energetic, confident, funny -
people like that - and he also cares massively about what happens to the
company," King says.
10 SEBASTIAN ROYCE 28
This 28-year-old creative director was previously at Ogilvy & Mather
before going digital. His six years at a leading traditional agency has
made the transition easy and he's now one of Glue's strongest assets,
according to the managing director, Mark Cridge, himself a Face to Watch
from 2001. Cridge says the agency had been looking for a creative
director for some time from a traditional advertising background and
knew instantly that Royce was right for the job. "We clicked, and he got
what we are about straight away."
11. IAN PEARMAN 27
Account director Pearman spent late December dressed as Father Christmas
at AMV which, according to the managing director, Cilla Snowball,
demonstrates his ability to excel at whatever he does. "Whether it's
giving out presents to the agency's children or running
multimillion-pound bits of business, Ian shows enormous talent,"she
says. He runs the graduate recruitment scheme and also works on BT,
Famous Grouse, Genie and Ignite.
12. FIONA TYRELL 25
Tyrell will "fall over backwards" on reading her name as a Face to
Watch, according to the managing director, Cilla Snowball. "She is
incredibly modest - it's as big as her talent," she says. Tyrell has
been with AMV for barely 18 months since being plucked via the milk
round from Durham University where she studied Spanish, Italian and
theology. Since she joined, she's been working "flat out" on Dulux -
shortlisted as Campaign's Campaign of the Year for 2001 - and BT,
winning her fanmail from clients.
13. ANTONY GOLDSTEIN 28
GAVIN LESTER 28
Bartle Bogle Hegarty
This duo is fast becoming a lynchpin of BBH's creative department.
Formerly at Euro RSCG Wnek Gosper, they joined BBH in late 2000 and
since then have worked on Impulse, Warburton's and Lynx as well as
creating the latest Levi's ad, airing next month. The creative director,
John O'Keeffe, remembers their first day at work. "They turned up with a
ready-made radio ad for Lynx, which was on air by the next week. I
14. ORLANDO HOOPER-GREENHILL 29
Duckworth Finn Grubb Waters
"We hired Orlando because he's good at table football and his name adds
a touch of class to the phone directory," laughs the DFGW joint managing
director and planner, Hugh Cameron. "He's the kind of planner with the
right attitude and has a broad, easy approach. He's very talented, but
understated too," he adds in a more serious tone. Since joining DFGW at
the tail-end of 2001, Hooper-Greenhill has been working on key clients
such as Daewoo, Mytravel (formerly Airtours) and the BBC.
15. OLLY TAYLOR 28
The fact that planner Olly Taylor works on accounts such as Ben &
Jerry's, Starbucks and Radio 1 is no surprise to anyone who knows him,
according to his boss, the Fallon planning director, Lawrence Green.
"He's a person who fits those accounts perfectly - he's young and has a
great sense of creativity," he says. Green hired Taylor six months ago
from D'Arcy, where he worked on Fiat, but claims his creativity had been
noted long before.
16. MARK HANSON 29
KRISTIAN FOY 25
Partners Andrews Aldridge
Art director Hanson and copywriter Foy have been at the agency since
leaving college three years ago and taking a placement under the
supervision of the creative director, Steve Aldridge. "It was obvious
when they started to produce work that they fitted in here," Aldridge
remembers. "Normally, creatives fresh out of college flap around; these
two didn't. We were impressed by the way they worked, even with so
17, CARL RINSCH 24
Carl Erik Rinsch is a star signing at RSA Films, with three ads for big
agencies under his belt and scripts flooding in every day, according to
the managing director, Adrian Harrison. Harrison added him to the books
in early 2001 on the strength of three test ads made by US-born Rinsch,
which impressed him with their "confidence and imagination. I was amazed
at his ability to handle actors."
FACES WE WATCHED IN 2001
Labate left Associated Newspapers to go travelling in April last year.
He is planning to find another sales position on his return.
New-media guru Hardisty is still very much in the thick of things at
Naked, where his position doesn't seem to have been affected by the
dotcom downturn. He's recently focused on event organisation, according
to John Harlow, who describes him as "a super eccentric genius".
Blacher has remained at Microsoft where she's been rewarded with a
promotion to consumer marketing manager for MSN. She now controls all
brand marketing for the network and recently worked on the biggest
online Christmas campaign yet launched.
LAURIE SMITH AND MATT PAM
Smith and Pam left Alphabet, landing themselves a placement at Bartle
Bogle Hegarty from where they were snapped up by Clemmow Hornby Inge as
the sparky start-up's first creative hiring.
Josephs gave up his business director title at Ogilvy & Mather to become
another of CHI's early signings. The move reunited him with Johnny
Hornby and Simon Clemmow, for whom Josephs worked at TBWA/London before
jumping ship to O&M.
SUZANN HAILS AND ALASTAIR CAMPBELL
Hails and Campbell have enjoyed another prolific year at St Luke's,
working on campaigns for Ikea, Quorn, Rizazz and Fox's Biscuits.
Saunders was promoted to the WCRS board last year and continues as a
planning authority at the agency. During the past 12 months, he's worked
on the agency's successful pitches for Vizzavi and Heinz Baby Food - as
well as a topless appearance on the Campaign Diary page.
Lowe Direct's art director left the UK for the temptation of sun-soaked
beaches and a more integrated environment at Saatchi & Saatchi in
Sydney. As an art director at the agency, Jones will work both above and
below the line.
JONATHAN THAKE AND LEE TAN
The creative duo remain at HHCL & Partners, surviving a round of
redundancies this year. They'll be hoping more briefs come the agency's
way in 2002.
Morton's reputation as a planner at BMP caught the attention of Rainey
Kelly Campbell Roalfe/Y&R, which snapped him up for the role of board
account planner in August last year. Since then he's concentrated on the
agency's Virgin Mobile account.
Boyle continues as head of planning at Zenith - and one of the most
talked about planners in London. He was placed eighth in Campaign's
top-ten planners of 2001 - for the second year running. Nuff said.
Fallon's Wilsher was promoted to account director last year and now runs
the Starbucks, Skoda and Umbro accounts.
Living up to the agency's name, Cridge has stuck to Glue London through
the turbulence of last year and the collapse of the parent company,
DeepGroup. He was promoted from creative director to managing director
Millar has continued to go from strength to strength at BT Retail, where
he was promoted to head of media last month in recognition of his work
developing BT's approach to the discipline as media strategy
Pay and her creative partner, Kim Gehrig, are continuing to bolster
their portfolio at Mother. The pair worked on Organics and Batchelors
CECILIA DUFILS AND MARKUS BJURMAN
The other creative team on last year's Faces to Watch from Mother left
for the Amsterdam-based KesselsKramer after producing the controversial
yet award-winning flyposter work for Britart.com. "Never say never,"
Stef Calcraft says of the prospect of them returning to the agency.