Campaign profiles 18 young industry professionals who represent the next generation of agency, media and media-owner stars. Mairi Clark explains what sets them apart from the rest.

Campaign profiles 18 young industry professionals who represent the

next generation of agency, media and media-owner stars. Mairi Clark

explains what sets them apart from the rest.

When Campaign’s reporters ask for nominations for Faces to Watch, some

agencies, curiously, are loath to name names. Their first excuse is that

they don’t want other agencies headhunting their talent. Their second is

that they don’t want to undermine the hard work of the many by

highlighting a few outstanding candidates.

The reality is that certain people will inevitably move to the top of

their field. Here, to mark the potential of advertising’s younger

generation, we highlight individuals of 30 and under who are capable of

rising to the pinnacle of their professions.

This is a selective and subjective survey, based on the views of

Campaign journalists and their contacts. The list is based on who people

rate in their own agency and who, given the chance, they would poach

from elsewhere.

We are confident that those featured here could one day run the

businesses they work in.

Mike London 29, James Fryer 30 Duckworth Finn Grubb Waters.

Mike London and James Fryer did the full round of agencies after

graduating from the School of Communication Arts, but it was Paul Grubb

and Dave Waters, joint creative directors of Duckworth Finn Grubb

Waters, who hired them. Waters says: ’Their book was outstanding, so

instead of a placement, we offered them a job. They believe in their

work and will only offer work that is their absolute best.’ London, an

art director, and his copywriting partner, Fryer, have worked on just

about every piece of business at Duckworth Finn in their four years

there, including some of the agency’s most controversial campaigns; they

came up with the idea of using a granny figure wearing a crash helmet

for the Daewoo launch and of explaining drug use to users, instead of

using scare tactics, in the HEA Drugs campaign last year.

Richard Butterworth 28 BMP DDB

Having trained as a baker after leaving university, then a musician,

you’d hardly think a career in advertising planning would follow. But

for 28-year-old Richard Butterworth it was the right choice. Since

joining BMP in 1992 as a trainee he has worked on Alliance and Leicester

and Volkswagen.

He also planned for the Spillers catfood brand, Felix, and won an IPA

silver Advertising Effectiveness award along with Les Binet, a market

analyst. Nigel Jones, head of account planning at BMP, says: ’He’s a

good planner and brilliantly creative. He seemed to be able to do

everything from day one - everyone in the agency wants him on their


Nick Webb 30 Mellors Reay

Nick Webb began his career at Bates Dorland, where he worked his way up

from post boy to account man. He moved to GGT and worked on the Sekonda

account and then on to Leagas Shafron to work under Paul Richards, now

managing director at Mellors Reay. While at Leagas Shafron, he ran the

COI business and was responsible for the Special Constables


In his first six months, he sold a controversial campaign for the

bottled cider, Woodpecker Red; the press campaign, which pokes fun at

overclaiming in ads, was allowed to run after three months of

negotiations with the Advertising Standards Authority. Tim Mellors first

met Webb at GGT and his opinion remains unchanged: ’Nick’s a whirlwind,

he’s a complete hustler, yet very bright.’

David Muir 26 O&M

David Muir graduated with a degree in politics and economics from

Glasgow University before joining Ogilvy and Mather in 1992 on its

graduate trainee scheme. His big break came while working as an account

manager on the First Choice launch in 1994. Since then he has worked on

Kraft Jacobs Suchard and was part of the pitch team for the Sunday Times

(now at Rainey Kelly), and he was recently promoted to become the

youngest account director in the agency. He was also one of the youngest

account people to receive the Francis Ogilvy award, an internal prize

for exceptional work. Jackie Hughes, a group director at O&M, says:

’He’s a terrier- very quick and very clever. A tenacious young man.’

Matt James 25 CIA

Matt James has been planning and buying space at CIA for four years and

is considered one of the hottest young salespeople around. He joined CIA

as a trainee and later worked on successful pitches for Microsoft,

Schwarzkopf and Wander Foods. Mike Tunnicliffe, who nominated James,

says: ’Every time we give him a challenge, he rises to it. His

analytical brain can grasp media planning in any marketplace.’

Louis Bogue 23, Pete Cain 28 M&C Saatchi

Pete Cain and Louis Bogue have had a stormer of a year. They won a gold

and four silvers at the Campaign Press awards for their Silk Cut

’cheese-grater’ press ad, conceived while they were on placement at M&C

Saatchi. Bogue, an art director, graduated from the American College

with a BA in commercial art in 1994. His first placement, which led to a

job offer, was at M&C Saatchi. Cain graduated from the School of

Communication Arts, also in 1994, but completed placements at Saatchi

and Saatchi, GGT and other agencies. Since joining M&C, the pair have

worked on British Airways, the Daily Mirror and Qantas. Moray MacLennan,

joint chief executive at M&C Saatchi, says: ’They have had a great year,

but they have set themselves a huge challenge to beat their debut piece

of work. They’ve proved their worth to the agency on the full range of

accounts, not just Silk Cut.’

Owen Lee 27, Gary Robinson 26 BDDH

Gary Robinson, an art director, and Owen Lee, a copywriter, went to the

US after leaving college in 1992. After placements at Chiat Day and Lowe

and Partners in New York, they moved to Los Angeles, then to Australia,

returning to London and Chiat Day in 1993. Their most recent work was

for the Co-operative Bank, and they created the bank’s posters against

animal testing and oppressive regimes. Their portfolio includes the

Banks’s Beer spots featuring eccentric characters, such as the woman who

runs a gnome sanctuary. Nigel Long, chief executive at BDDH, says:

’They’re intelligent, business-like, creative and likeable - that’s how

they get people to do what they want.’

Rupert Newton 29 Michaelides and Bednash

Rupert Newton joined Michaelides and Bednash six months ago after four

years at BMP DDB, where he was responsible for all the Courage business

and part of the Ministry of Sound account. He also worked with Jon

Wilkins at BMP on the ROAR youth survey. At M&B he works on Tango, and

devised the use of a can of Apple Tango as a page 3 icon in the Daily

Star for the brand’s launch. His proposer, Graham Bednash, comments:

’He’s just one of those people who’s best described as a really great

bloke. He’s always having good ideas. Although he’s excellent in youth

markets, I think he could work in any market.’

Becky Barry 25 Publicis

Becky Barry is the daughter of the formidable Beth Barry, the planning

director of Ogilvy and Mather. Having started out as a media planner on

Guinness at Ogilvy and Mather, Barry joined Publicis more than a year

ago to work on the Phileas Fogg pitch, which the agency won. Since then

she has taken over responsibility for the Diet Coke account. Rick

Bendall, joint chief executive at Publicis, says he would have offered

her a job regardless of her background: ’She brings a huge amount of

instinct to her planning, probably a result of her upbringing. She has a

rare enthusiasm and wonderful consumer insights. A real star.’

Jill Hunt 29 Daily Mail

Jill Hunt, a Liverpudlian, started her sales career at Zenith Media,

which she joined as a graduate trainee following a masters degree at

Birmingham University. She left Zenith after three years, moving to

Associated Newspapers to work on the Daily Mail. Hunt, known as a

dedicated professional, learned much from Theresa Coligan, the group ad

director at Zenith. Mike Allen, agency sales manager at the Daily Mail,

says: ’I took her on because I needed someone who had the dedication and

the knowledge of working with agencies. She’s a quick learner and a

skilled negotiator. She also has an incredibly nice temper.’ Mike

Ironside, advertising director at the Daily Mail, is also enthusiastic:

’She’s absolutely excellent. Despite being a Northerner, she’ll go far

if she carries on the way she is now.’

Nick Waters 28 The Network

Regarded as one of the most far-sighted media stars at the Network,

Waters, who joined the then O&M Media as a graduate trainee in 1992, has

run the pounds 65 million Ford of Britain and Ford Dealer accounts - at

the client’s request - since Mark Patterson left to join 20/20 Media.

Sports-mad Waters looks set to be a mover and shaker as he has just been

appointed to the Network’s board. Mandy Pooler, managing director, says:

’Nick is an outstanding media operator. He has the technical skills,

he’s adwise, creative and one of the classiest client service acts ever.

He has made a substantial contribution to the elevation of Ford’s


John McLaughlin 21

Mark Orbine 21 O&M

At the tender age of 21, Mark Orbine and John McLaughlin are the

youngest faces here. Taken on by Ogilvy and Mather two years ago, they

completed just two years of their course at Bournemouth college before

leaving to seek placements and a job. O&M’s creative director, Patrick

Collister, says the pair, unlike other placement teams, are loud and


Since joining O&M, their work has included the recent Ford Maverick

work, showing the vehicle apparently driving through an oesophagus. They

also devised the witty IBM idents, which ran on Sky, and a press

campaign for Bupa nursing homes. Collister says: ’They are energetic,

inventive and they worked their socks off. They haven’t learned to be as

cynical or as choosy about scripts as older creatives can be.’

Sarah Fisher 24 IPC

At 24, Sarah Fisher is the youngest publisher at IPC. She joined the

company in 1990 as a marketing executive working on women’s weeklies and

TV weeklies, and three years later became a publishing assistant for IPC

specialist magazines. In 1994, she moved to work as assistant publisher

for IPC Southbank Group on Family Circle, Practical Parenting and was

closely involved in the launch of Our Baby. Later she became publisher

on Marie Claire, Options, Woman’s Journal and Wedding and Home. In late

1996 she was appointed publisher of Mizz and 19. Heather Love,

publishing director at IPC Southbank Group, says: ’She learns incredibly

quickly and her ability to take on work is enormous.’

Stephen Hess 27 Leo Burnett

Dublin-born Stephen Hess stumbled into planning while working in the IT

department at Collett Dickenson Pearce, where he was spotted by the then

head of planning, Mark Reynolds. Soon after, he left to join Euro RSCG

Wnek Gosper to work on Procter and Gamble and Microsoft, under the aegis

of John Madell. Hess joined Leo Burnett in 1995 as an account planner

and is now a senior planner. His most recent campaigns are for Kellogg’s

and Gordon’s Gin. Mark Stockdale, Burnett’s executive planning director,

says Hess has a bright future: ’He is capable of highly original

thinking. He has a knack for seeing things in ways that other planners

haven’t considered.’