A view from Jeremy Lee

TBWA will soon find out if experience really matters

The fundamental question of what really matters has been debated by theologians, spiritualists and fans of self-help books since time began. Their hours mulling over...

Either that or a remarkable act of synchronicity is at play because currently on air are TV spots from DLKW Lowe for Morrisons offering "more of what matters" and Rainey Kelly Campbell Roalfe/Y&R for Lloyds Bank claiming it is "for the moments that matter". Google’s latest ad for Nexus 7 is positioned around being "made for what matters" and John Lewis insurance, via Adam & Eve/DDB, claims: "If it matters to you, it matters to us."

An alternative view is that these are just showing a creative vacuum in the art of devising a meaningful and sincere endline or positioning.

It is important for TBWA not to be seen as the equivalent of a waiting room for Nabs' Peterhouse facility in Bexhill

Elsewhere, the question of whether the appointment of the former Lowe chairman Paul Weinberger at TBWA\London as its sixth senior creative actually matters was one occupying some minds. Being no slouch in the crafting of a nifty strapline, given that he famously came up with the rather more artful, clever and enduring "Every little helps" for Tesco, it would be interesting to hear what he makes of the current crop.

Either way, his arrival – as the "latest galactico", as Peter Souter would have it – is the antithesis of the original sentiment that he created for Tesco, joining as he does a heaving TBWA\London bench that includes the decidedly old-school classics Walter Campbell, Sean Doyle and Paul Belford (as well as Dedé Laurentino). We can only assume that Souter was granted a hefty dowry by his Omnicom paymasters to assemble what looks on paper like an eye-wateringly expensive team.

All six are undoubted talents – some of whom (like Weinberger) have helped create many of the biggest and most famous ad campaigns in British history and whose names loom large over the years. But it is important for them to prove that they are not just that – history – and for the agency not to be seen in more ageist quarters as the equivalent of a waiting room for Nabs’ Peterhouse facility in Bexhill-on-Sea.

That said, if Weinberger can produce anything that matches those three simple but brilliant words for Tesco on behalf of his new client Lidl, then maybe his return will be a good thing. But evidence of a wholesale creative revival at TBWA since Souter wheeled in Campbell, Doyle and Belford looks hard to find.

Ultimately, and in that journalistic catch-all that also sits neatly with existentialism, only time will be the revealer.

jeremy.lee@haymarket.com

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