Gavin MacDonald, who produced the Grand Prix winner at this year's
Scottish IPA Effectiveness Awards, has joined Amsterdam's StrawberryFrog
agency as its first head of planning.
His arrival marks a fresh stage in the development of the two-year-old
shop, which works extensively with networks of freelance creatives.
MacDonald, who has one full-timer and a part-timer working with him,
will use a similar way of working to build up the agency's planning
MacDonald, 36, compared the experience to "working in a World War II
resistance cell". He said: "You have a group of people who don't know
each other but can be used for jobs as and when they come up."
StrawberryFrog's major clients include Sprint, the US-based telecoms
supplier, whose global launch is being handled by the agency, UPC, a
European cable company, and Credit Suisse.
"I was the deputy head of planning at Leith and wasn't looking for a
move but StrawberryFrog represents a new challenge," MacDonald said. "It
doesn't have lots of staff and high overheads but concentrates on
thinking fast and acting quickly."
He added: "It's refreshing and makes for simple ideas that will work as
well in Italy and Norway as the UK."
MacDonald joined BMP DDB as a planner in 1989, working across a range of
accounts including Volkswagen. He co-authored BMP's 1996 Ad
Effectiveness Awards silver award-winning paper for Walker's crisps
shortly after the introduction of the campaign featuring Gary Lineker.