CLOSE-UP: NEWSMAKERS/PAUL CARDWELL AND ANDREW HAWKINS; New beginnings and inspirations for a solid team

Emma Hall meets the duo who have found a sunnier horizon after GGK’s storms

Emma Hall meets the duo who have found a sunnier horizon after GGK’s

storms



Are they a winning team who have passed through a difficult period to

start a dynamic new agency? Or a couple of mediocre admen who have just

about saved their bacon?



Paul Cardwell and Andrew Hawkins, the GGK bosses who last week tied up

with Doner International to create Doner Cardwell Hawkins, have a lot to

prove. They must convince clients, colleagues and peers that they have

it in them to run a decent advertising agency.



‘This whole industry is about perception,’ Hawkins, the straight man of

the duo, acknowledges. He expands: ‘Every agency in London is three

phone calls away from disaster - the only difference with GGK was that

calamity was just the one call away.’



GGK has stumbled around, burdened with the ‘beleaguered agency’ tag for

the past two years, and many observers wonder whether Cardwell and

Hawkins will ever be able to shake off the years of failure.



A former colleague says: ‘Andrew works hard and Paul is good at

absorbing new influences - they both care, and they deserve a break.’

But he warns: ‘They have no proven ability, and it is getting harder and

harder to run a small agency. You need flair, drive and friends in the

right places.’



Don Riesett, the president of Doner International, who becomes chairman

and chief executive of Doner Cardwell Hawkins, stands by his deal. He

says: ‘They have retained a positive attitude and survived challenges

that would have crushed lesser men, plus they each have great

credibility in the UK, which Doner lacks.’



What has motivated Cardwell and Hawkins to keep going? According to

them, giving up was never an option. Young families and good lifestyles

must play a part. But pride, stubbornness, fear of failure and a love of

the job are equally important factors.



‘It’s like making a phone call,’ Cardwell, the new agency’s creative

director, says. ‘You invest so much time letting it ring you have to

hang on until it’s answered.’



In the same way, the two men have hung on at GGK until the mess was

resolved, rather than bale out into safer jobs at big agencies. They

even won business (InterCity), as they are quick to point out, but

ironically had to keep quiet about it for fear of success pushing up the

price of the agency they were busy trying to buy.



Hawkins has all the appearance of an advertising ‘suit’, a cool man who

would be at home as a senior account man in a large agency.



In fact this is where his advertising career began - as a graduate

trainee at Ogilvy and Mather in 1982. From there he followed two

colleagues, Chris Woollams and Gerry Moira, to Publicis where he spent

the next five years.



Hawkins joined GGK in 1988, and in 1990 was made managing director.

Three years later he and Cardwell were running the agency, having taken

part in the ousting of its then bosses, Mike Townsin and Kitty O’Hagan.



This was not the career that Hawkins had anticipated. He grew up in

Africa and the Middle East, and was boarding at a minor public school in

Bedford from the age of eight. After a degree in economics, he gained an

MBA in the US and then returned to the UK to start at O&M.



At 43, Cardwell is six years older than Hawkins. He wears loud shirts,

is obsessed with ballet, and has an entertaining loquaciousness that has

earned him the role of Richard and Judy’s advertising spokesman on their

ITV daytime show, This Morning.



His background, like his dress sense, is the opposite of Hawkins.

Cardwell grew up in a rough area of Glasgow, left school at 15, and

refuses to fill in the gap between then and when he broke into

advertising with a job at Foote Cone and Belding, 12 years later.



He hints mysteriously at his dark exploits during the intervening years:

‘I can’t do jury service,’ he says. Cardwell is proud of being Scottish

but would never return there to live, and despises what he calls the

downtrodden whingeing of many of his compatriots.



He is happily settled as an outsider in London, but believes his

background has improved his work: ‘We are not into impressing other

agencies. Advertising’s audience is the opposite to its creators, and

nobody buying any of the stuff we advertise lives in London.’



Cardwell’s advertising career took him from FCB to Young and Rubicam,

and from there to Publicis, where he met up with Hawkins to form what

has proved to be a resilient professional relationship.



Trust, respect and the confidence to lose their tempers with each other

has sustained the partnership over the past two difficult years. ‘It was

our nightmare. But Andrew kept me laughing,’ Cardwell says.



Within Cardwell’s next jest -‘Between us we just about make one adult

human being’ - lies a truth: they genuinely need each other and their

destinies are inextricably linked for the foreseeable future.



A former colleague says of the duo: ‘They complement each other and are

comfortable in each other’s company, but they do not change each other

or free each other to think differently. The inclusion of Riesett in the

mix could provide something to both and make everyone stronger.’



Another ex-colleague is less kind: ‘Doner has bought an oven-ready

management team that has clearly failed to deliver the goods in the

past. Force of circumstances keeps them together - they are not a

dynamic duo.’



GGK’s finest moment was the ‘creature comforts’ campaign for the

Electricity Association in 1990. The work was a great new-business tool

in that it generated a stream of potential clients. But it was not

enough to ensure the success of the agency.



GGK’s European holding company, based in Switzerland, went into

receivership in autumn 1993, and UK representatives flew over to Zurich

immediately to sort out a deal. A party from Madrid had got there first,

and was taking a siesta in the boardroom, so that Hawkins and Cardwell

were banished to the company kitchen for the most important meeting of

their lives.



They decided to buy out the UK agency, but the agreed price had

increased prohibitively by February 1994 - GGK International, which owed

millions, had pushed it up tenfold. A ‘GGK folds in debt crisis’

headline in Campaign made the UK clients every agency’s new-business

target, but the storm was weathered until the summer, when IBM, GGK’s

second biggest client, realigned internationally into O&M.



The National and Provincial building society quit in October, by which

time Hawkins had to admit that, despite his efforts, the agency was

failing. In telling the story, he remembers every date, every figure,

and can quote verbatim from Campaign’s many stories chronicling GGK’s

demise.



‘Anal’ is Cardwell’s description of his partner’s personality, and

Hawkins tacitly accepts the label. His demeanour is generally reserved

and quiet, but his engagement in the conversation is revealed

sporadically by sudden loud bursts of laughter.



Cardwell leads the conversation, and projects an enthusiasm for the

industry that appears undiminished by experience. ‘I never forget how

lucky I am to be doing it - the only thing that terrifies me is boredom.

I have seen what it does to people up in Scotland, turning everything

into a crisis.’



To avoid boredom, Doner Cardwell Hawkins is going to have to win new

business and create great campaigns, not just become a UK outpost for

Doner, which holds down existing clients and disappears slowly into

obscurity.



Hawkins says: ‘Doner has put its name to the agency and wants it to

shine. We will spend six months consolidating what we have, building up

to a big new-business drive next spring.’



Cardwell and Hawkins feel sure that away from the shackles of an

unsuccessful network and with a fresh start, courtesy of the Americans,

the new agency will shine.



Cardwell declares bullishly: ‘We intend to do a lot of work, cause

trouble, and make money. Our work is as good as anyone’s, and we are not

afraid of anything.’



Topics

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

Partner content