INTEGRATED: PORTFOLIO; Jim Bolton and Chas Bayfield

HHCL and Partners’ creative team, Chas Bayfield and Jim Bolton, firmly believe in integration. So much so that they’ve dropped the traditional distinction between copywriter and art director. ‘We try not to split it up,’ Bayfield explains. ‘We concentrate on ideas rather than who’s good at drawing... we’re both terrible, by the way.’

HHCL and Partners’ creative team, Chas Bayfield and Jim Bolton, firmly

believe in integration. So much so that they’ve dropped the traditional

distinction between copywriter and art director. ‘We try not to split it

up,’ Bayfield explains. ‘We concentrate on ideas rather than who’s good

at drawing... we’re both terrible, by the way.’



The pair met on the advertising course at Watford College, and joined

Howell Henry on placement in the summer of 1992. They never left. Their

main efforts have been spread across three accounts: Mercury, Still

Tango and the AA. But the variety of media they’ve used to promote these

clients is far more extensive.



The most obscure is probably a van covered in orange fur which circled

the M25. Or is it? When Still Tango was famously withdrawn two years

ago, they sent out 50,000 hand-written postcards purporting to show a

woman selling the stuff on a market stall in Marrakesh. They also

organised a strategic litter dump of empty cans at last year’s

Glastonbury Festival. ‘It wasn’t saying anything in particular,’

Bayfield admits, ‘we just wanted to get people talking about it, and

asking why on earth it was there.’



The team’s memorable sponsorship spots for The Word, directed by Walter

Stern, netted them a D&AD pencil, and their ‘Desiderata’ commercial for

the AA may use a conventional medium, but it throws formula out of the

car window.



Bayfield and Bolton cut their teeth on the Harry Enfield Mercury

campaign where they pioneered the use of tube tickets for advertising.

‘Everything was new to us,’ Bolton recalls, ‘but it wasn’t complicated.

You treat everything as a piece of communication.’



‘You don’t have to learn any new skills. We’ve used every conceivable

medium, and some that didn’t even exist until we used them. It just

makes advertising much more interesting,’ Bayfield adds.



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Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).