The creative team behind Foster’s popular ’He who drinks Australian
thinks Australian’ campaign is to split as part of the fallout from M&C
Saatchi’s recent creative reorganisation.
Sue Higgs, the copywriter on Foster’s, has announced her decision to
leave the agency following the restructure, while her partner, Steve
Paskin, is likely to stay.
A second senior figure, Richard Dean, has also resigned because of the
new structure and there are rumours that more senior creatives could
The restructure saw the elevation of four new deputy creative directors
to help Simon Dicketts, who is now the sole creative director after his
partner, James Lowther, was given the role of chairman. Lowther is now
understood to be on a three-month sabbatical.
Dicketts confirmed that Dean and Higgs had said they would leave the
agency, adding that restructures often caused some discomfort among
Higgs and Paskin have worked together since joining M&C Saatchi three
years ago, and since then have produced work for Foster’s, British
Airways and Two Dogs among other clients. Before that Higgs was at Lowe
Howard-Spink, where she worked on Vauxhall’s Corsa and Pillsbury’s
Dean, one of the founding members of M&C Saatchi, returned after a
17-month exile two years ago. A Cannes Gold winner in 1996, the
copywriter previously partnered Malcolm Poynton, one of the four new
deputy creative directors.