PORTFOLIO; White and Percival

For David White and Laurence Percival, below-the-line advertising, or through the line as they prefer to call it, is a bit like Africa. It’s exciting, and few people go there so it’s a good place to make your mark.

For David White and Laurence Percival, below-the-line advertising, or

through the line as they prefer to call it, is a bit like Africa. It’s

exciting, and few people go there so it’s a good place to make your

mark.



Percival puts it this way: ‘Mainstream advertising is ten years older

than us. Agencies have been there and done well. The only barriers left

are international advertising and integrated.’



Last month, White and Percival joined the through-the-line agency,

Interfocus, a former Omnicom-owned shop that was bought out by its

managing director and chairman. As creative partners, their role is to

come up with the ‘big idea’ which will work through all aspects of a

campaign. They will liaise closely with the creative directors, Mike Cox

and Drew Saunders.



In the seven years they have been together, White and Percival say they

have always looked for advertising strategies that ‘fall naturally’ out

of the company or its product; ones that will work on direct mail and

TV. Their work, from Mizuno sportswear through Samsung to Cobra, shows

this. They coined the famous line: ‘There’s a lot going on between the

covers’ for the News of the World and created ‘The Sunday Times is the

Sunday papers’ for News International.



More recently, the duo came up with a new look for the fledgling

airline, British Mediterranean Airways. If ships and trains can give

consumers a luxury feel by having a retro look, then why not an airline?



White and Percival are both copywriters and art directors, but White is

the one with a graphic arts degree. He started at Grey, before linking

up with Percival as joint creative directors at Publicis Focus in 1988.

Percival started his career at an agency called Euro Advertising, before

moving to Crawfords, and then to Grey. The pair left Publicis Focus in

1989 to work at Arc Advertising. Two years later they set up their own

consultancy, but the lure of working in a bigger arena steered them to

Interfocus.



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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).