INTEGRATED: PORTFOLIO; John Mundy

John Mundy, who started out at the Creative Business, is convinced that integration has been around for years. ‘If integration means applying an idea to a range of media, then I’ve been in it since the early 70s,’ he says. Recently appointed as the creative director of the relationship marketing company, Group X, 45-year-old Mundy’s career has spanned top direct agencies such as CDP Aspect, Impact and Purchasepoint - and spawned more above-the-line campaigns than the list suggests.

John Mundy, who started out at the Creative Business, is convinced that

integration has been around for years. ‘If integration means applying an

idea to a range of media, then I’ve been in it since the early 70s,’ he

says. Recently appointed as the creative director of the relationship

marketing company, Group X, 45-year-old Mundy’s career has spanned top

direct agencies such as CDP Aspect, Impact and Purchasepoint - and

spawned more above-the-line campaigns than the list suggests.



While at Aspect in the early 80s, he helped create the famous Grant’s

whisky campaign that carried the line: ‘The stuff that drams are made

of’, which won a Creative Circle gold. Then a European campaign for

Novell computer software, which he created while he was working at

Impact, included some striking press work featuring a witch doctor,

serving to illustrate Dr DOS’s so-called ‘magical’ properties.



And, more recently, as creative director of Purchasepoint - which he

left following ‘differences in how the creative department should be

run’ - work for the Docklands Light Railway promoted the service as ‘the

D’ in a series of striking, punning posters.



But if you think the healthy splattering of above the line indicates a

man obsessed by Soho - think again. Because for each mainstream ad,

there’s an intelligent below-the-line element to match.



Grant’s and Novell used the main advertising themes in promotions and

mailers, while the Docklands Light Railway work included a door-drop

containing a free travelcard. And Mundy has masses of purely below-the-

line campaigns of which he is proud - including a recent mailer to

Schweppes’ European agencies, showing them how to reproduce a promotion

that he invented - and a Kleenex mailer complementing Mellors Reay’s

above-the-line work.



If Mundy lingers on above the line at all, it is merely to prove a

point. ‘Lots of us have been practising integration for years,’ he

concludes. ‘It’s just a shame main agencies have taken the lead now.’



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