INTEGRATED: PORTFOLIO; Tim Smith and Simon Wood

The only subject Simon Wood was any good at in school was English, and Tim Smith was only good at art, so it was a natural progression for Wood to study English at Oxford and Smith to study art at Kingston-upon-Hull College of Art. They later became copywriter and art director respectively.

The only subject Simon Wood was any good at in school was English, and

Tim Smith was only good at art, so it was a natural progression for Wood

to study English at Oxford and Smith to study art at Kingston-upon-Hull

College of Art. They later became copywriter and art director

respectively.



Wood’s first job was in paperback publishing, as a copyright assistant,

but at 29, he joined Doyle Dane Bernbach as a copywriter. Since then

he’s done a stint in creative sales and worked for three-and-a-half

years on through-the-line accounts.



Smith, on the other hand, chose to abandon Yorkshire for the bright

lights of London, and joined the now defunct Roles and Parker as an art

director. He went on to hold senior creative posts at several agencies

including Kevin Morley Marketing, as it then was.



It was at KMM, four-and-a-half years ago, that 41-year-old Wood and 47-

year-old Smith met, and they have worked together ever since. Now they

are at Ammirati Puris Lintas, where Smith is the associate creative

director and Wood a senior copywriter. Most of their time is spent on

Rover, working on the below-the-line account.



One of their most original incentives was for the Rover Knightsbridge.

‘We had to find something that was in keeping with the Knightsbridge

image, and offering a Harrods teddy bear prompted a lot of replies,’

Wood says. For the mini, Wood and Smith linked the press campaign with

the mailings. They have also created mail-outs for Flora margarine, of

which Wood comments: ‘We mailed them out just after Christmas when

people were feeling fat and over-stuffed. The usual response would be 2

maybe 3 per cent, yet these had a 41 per cent redemption.’



Neither wants to work solely above-the-line. Smith says: ‘Integration is

a passion, that’s why I went to KMM. Integration is the perfect way of

making the most of a budget, creatively.’



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