McCann-Erickson is bringing in two of its UK operation's senior
management to lead the relaunch of its youth communications agency,
The shake-up, which follows the departure of Magic Hat's founder and
creative director, Simon Aboud, in January, will see the agency adopt a
total communications focus with increased emphasis on digital creative
content and strategic planning.
The relaunched agency will be headed by McCann-Erickson UK's executive
planning director, Robin Lauffer, and the creative director, Luke
Both will be asked to continue serving their existing McCann London
clients for the time being, but will focus primarily on the management
of Magic Hat.
White's move is likely to lead to a reorganisation of the McCann
creative department by the recently appointed executive creative
director, Jeremy Perrott. Perrott was appointed to the role in November,
ending a split of creative responsibility between himself, White and the
now departed Carl LeBlond. White is expected to retain responsibility
for its youth-oriented accounts.
'I'm excited about the new creative opportunities that lie ahead for
Magic Hat,' White said. 'Digital media allows you to be inventive and
immediate. Reaching a youth audience is all about content that connects
with them, not about selling to them. It might be an ad but it's more
likely to be an SMS message, viral e-mail, cool website or clever
Aboud's move to full-time directing followed a successful year for Magic
Hat, in which the agency added to its portfolio of work by landing the
accounts of Caterpillar and Hennes & Mauritz. However, the agency has
since lost its flagship MTV account.
'We intend to make Magic Hat the definitive youth communications agency
in Europe,' Lauffer said.
McCann-Erickson UK's chairman and chief executive, Ben Langdon, added
that planning would play a key role in Magic Hat's future role in the
group. 'It will dovetail with the digital offering of Universal
Interactive and Zentropy Partners in online planning and buying and
online sales conversion.'