John Mundy, who started out at the Creative Business, is convinced that
integration has been around for years. ‘If integration means applying an
idea to a range of media, then I’ve been in it since the early 70s,’ he
says. Recently appointed as the creative director of the relationship
marketing company, Group X, 45-year-old Mundy’s career has spanned top
direct agencies such as CDP Aspect, Impact and Purchasepoint - and
spawned more above-the-line campaigns than the list suggests.
While at Aspect in the early 80s, he helped create the famous Grant’s
whisky campaign that carried the line: ‘The stuff that drams are made
of’, which won a Creative Circle gold. Then a European campaign for
Novell computer software, which he created while he was working at
Impact, included some striking press work featuring a witch doctor,
serving to illustrate Dr DOS’s so-called ‘magical’ properties.
And, more recently, as creative director of Purchasepoint - which he
left following ‘differences in how the creative department should be
run’ - work for the Docklands Light Railway promoted the service as ‘the
D’ in a series of striking, punning posters.
But if you think the healthy splattering of above the line indicates a
man obsessed by Soho - think again. Because for each mainstream ad,
there’s an intelligent below-the-line element to match.
Grant’s and Novell used the main advertising themes in promotions and
mailers, while the Docklands Light Railway work included a door-drop
containing a free travelcard. And Mundy has masses of purely below-the-
line campaigns of which he is proud - including a recent mailer to
Schweppes’ European agencies, showing them how to reproduce a promotion
that he invented - and a Kleenex mailer complementing Mellors Reay’s
If Mundy lingers on above the line at all, it is merely to prove a
point. ‘Lots of us have been practising integration for years,’ he
concludes. ‘It’s just a shame main agencies have taken the lead now.’