McCann aims to revive Magic Hat

McCann-Erickson is bringing in two of its UK operation's senior

management to lead the relaunch of its youth communications agency,

Magic Hat.

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

product placement.'

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.'


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1 Job description: Digital marketing executive

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).