The only subject Simon Wood was any good at in school was English, and
Tim Smith was only good at art, so it was a natural progression for Wood
to study English at Oxford and Smith to study art at Kingston-upon-Hull
College of Art. They later became copywriter and art director
Wood’s first job was in paperback publishing, as a copyright assistant,
but at 29, he joined Doyle Dane Bernbach as a copywriter. Since then
he’s done a stint in creative sales and worked for three-and-a-half
years on through-the-line accounts.
Smith, on the other hand, chose to abandon Yorkshire for the bright
lights of London, and joined the now defunct Roles and Parker as an art
director. He went on to hold senior creative posts at several agencies
including Kevin Morley Marketing, as it then was.
It was at KMM, four-and-a-half years ago, that 41-year-old Wood and 47-
year-old Smith met, and they have worked together ever since. Now they
are at Ammirati Puris Lintas, where Smith is the associate creative
director and Wood a senior copywriter. Most of their time is spent on
Rover, working on the below-the-line account.
One of their most original incentives was for the Rover Knightsbridge.
‘We had to find something that was in keeping with the Knightsbridge
image, and offering a Harrods teddy bear prompted a lot of replies,’
Wood says. For the mini, Wood and Smith linked the press campaign with
the mailings. They have also created mail-outs for Flora margarine, of
which Wood comments: ‘We mailed them out just after Christmas when
people were feeling fat and over-stuffed. The usual response would be 2
maybe 3 per cent, yet these had a 41 per cent redemption.’
Neither wants to work solely above-the-line. Smith says: ‘Integration is
a passion, that’s why I went to KMM. Integration is the perfect way of
making the most of a budget, creatively.’