Giles Keeble, the creative partner of Leo Burnett who quit 15 months
ago, is making a comeback in creative command of McBains, the Abbott
Mead Vickers group integrated communications subsidiary.
He will be the first big name creative hiring made by the agency in its
24-year history when he joins next month to begin what McBains says will
be a concerted effort to match its creative reputation with its hi-tech
Chris Noel-Johnson, the McBains chief executive, said: ‘This may seem a
strange appointment to some people but not to us. We are first and
foremost a creative business but we also believe passionately in the
process of integration.’
Keeble, 46, ended his six-year association with Burnetts in January last
year, five months after Gerard Stamp arrived to take over his day-to-day
and executive duties. ‘I wanted to return to writing ads but for various
reasons it didn’t work out,’ he said.
His move to McBains links him professionally with David Abbott, Abbott
Mead Vickers BBDO’s joint chairman and creative director, for the third
time in his career.
Keeble takes over a creative department that had been led and
reorganised by Steve Hobbs while the agency hunted for a high-profile
creative figure to take charge.
Keeble’s agency career has also embraced a number of different jobs. He
has worked as an account manager and a planner as well as a creative.
‘Giles is an original thinker and extremely talented,’ Noel-Johnson
said. ‘His career path is especially appealing to us because of his
breadth of experience.’
McBains, Abbott Mead’s first strategic acquisition eight years ago, has
a broad-based offering, covering advertising, design, direct marketing
and sales promotion. It is best known for the development of the
Electronic Studio, a sophisticated electronic production facility.