WORLDWIDE ADVERTISING: The intelligence report - Emily Booth quizzes six senior advertising figures from agencies across the globe on a range of industry issues

BRAZIL

JOSE HENRIQUE BORGHI - Creative vice-president, Leo Burnett Brazil.A

What would be your dream brief?:

Make your first idea

What would be your nightmare brief?:

Make the client's idea

Who is the star commercial director?:

Carlos Manga Junior

Who is the premier creative headhunter?:

Don't know

What is the award ad agencies most want to win?:

A Cannes Gold Lion

What is your country's most admired brand?:

Skol Beer

What is the most sought-after TV spot (eg. Super Bowl)?:

Can't say

Who is the most talked-about creative director?:

Fabio Fernandes at F/Nazca Saatchi & Saatchi Sao Paulo

What's the highest salary for a creative director that you know of?:

About dollars 25,000 per month

Give us a typical starting salary for a creative team?:

About dollars 500 per month

FRANCE

ANNE DE MAUPEOU - Chief creative officer & vice-president, CLM/BBDO

What would be your dream brief?:

Any clever brief, clearly linked to the product, for a product with a

clear market advantage

What would be your nightmare brief?:

Any clever brief, clearly linked to the product, for a product with a

clear market advantage, but for a client with 22 people deciding, none

of them believing in creativity

Who is the star commercial director?:

Frederic Planchon and Remy Belvaux

Who is the premier creative headhunter?:

The market is too small for headhunters, everyone knows each other.

The best headhunter is the best creative director

What is the award ad agencies most want to win?:

A Cannes Gold Lion

What is your country's most admired brand?:

Danone

What is the most sought-after TV spot (eg. Super Bowl)?:

A 30-second slot during the final of the European Champions League

Who is the most talked-about creative director?:

You should double check the answers of those who answered

What's the highest salary for a creative director that you know of?:

My salary is the only one I know

Give us a typical starting salary for a creative team?:

8,000 Francs (dollars 1,050). But if they're good, it goes up quickly

ITALY

MAURIZIO SALA - Chief creative director, Armando Testa Group

What would be your dream brief?:

A worldwide Ferrari campaign

What would be your nightmare brief?:

The brief is never a nightmare. Sometimes you can find a nightmare

client; the one that doesn't believe in creativity

Who is the star commercial director?:

There isn't only one. Personally, I like Tarsem, Jonathan Glazer and

Tony Kaye

Who is the premier creative headhunter?:

The creative director's inner feeling

What is the award ad agencies most want to win?:

A Cannes Gold Lion

What is your country's most admired brand?:

The Italian football team

What is the most sought-after TV spot (eg. Super Bowl)?:

Probably, the Sanremo Festival

Who is the most talked-about creative director?:

In this country, people talk much more about campaigns than the

professionals behind them

What's the highest salary for a creative director that you know of?:

Difficult to say. Top creative directors not only have a salary, but

also stock options

Give us a typical starting salary for a creative team?:

No difference between copywriters and art directors. Basically, for each

of them, the yearly net income is around 25 million Italian Lire

(dollars 11,087)

ITALY

PIYUSH PANDEY

Group president and national creative director, Ogilvy & Mather India

What would be your dream brief?:

One word

What would be your nightmare brief?:

One page

Who is the star commercial director?:

Prasoon Pandey

Who is the premier creative headhunter?:

None

What is the award ad agencies most want to win?:

A Cannes Gold Lion

What is your country's most admired brand?:

Tata

What is the most sought-after TV spot (eg. Super Bowl)?:

One-day cricket

Who is the most talked-about creative director?:

Modesty forbids

What's the highest salary for a creative director that you know of?:

USdollars 200,000 per year plus perks

Give us a typical starting salary for a creative team?:

dollars 3,000 each per year

GERMANY

ANDRE KEMPER - Creative director, Springer & Jacoby

What would be your dream brief?:

I'll have to think about that one ...

What would be your nightmare brief?:

... and that one too

Who is the star commercial director?:

Martin Schmidt

Who is the premier creative headhunter?:

Springer & Jacoby

What is the award ad agencies most want to win?:

A D&AD Black Pencil

What is your country's most admired brand?:

Mercedes-Benz

What is the most sought-after TV spot (eg. Super Bowl)?:

Formula One. Last Race. Michael Schumacher 95 points. Ralf Schumacher 95

points

Who is the most talked-about creative director?:

Don't understand the question

What's the highest salary for a creative director that you know of?:

Believe me, he's not worth it

Give us a typical starting salary for a creative team?:

I don't know

USA

DENNIS RYAN - Executive creative director, JWT Chicago

What would be your dream brief?:

Golly, we have this pile of money we want to spend

What would be your nightmare brief?:

Golly, we have this pile of money we want to spend on hand puppets

Who is the star commercial director?:

By the time you print this, my opinion will have changed

Who is the premier creative headhunter?:

I honestly don't know

What is the award ad agencies most want to win?:

A Cannes Gold Lion. Though individual creatives may prefer the Kellys,

which pay cash

What is your country's most admired brand?:

Madonna

What is the most sought-after TV spot (eg. Super Bowl)?:

Super Bowl

Who is the most talked-about creative director?:

See "who is the star commercial director?" above

What's the highest salary for a creative director that you know of?:

Well, I knew one guy who insisted on having a lobster tank

Give us a typical starting salary for a creative team?:

A desktop computer and free long distance





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