Saatchi & Saatchi hires Dan Treichel as ECD

Former 180 Amsterdam creative chief has created award-winning work including Burger King's 'Whopper freakout'.

Treichel: previously worked at Barton F Graf and CP&B
Treichel: previously worked at Barton F Graf and CP&B

Saatchi & Saatchi London has hired Dan Treichel, a former executive creative director at 180 Amsterdam, as its executive creative director, replacing Rob Potts.

In his new role, Treichel will run Saatchi & Saatchi London’s creative department – which creates campaigns for brands including HSBC, Direct Line, Visa, Mattessons owner Kerry Foods, BT-owned EE and Britvic – day to day.

He formally starts today and reports to Saatchi & Saatchi London’s chief creative officer, Guillermo Vega, who he first met during the noughties when they both worked at Y&R (now VMLY&R).

At 180 Amsterdam as co-executive creative director for two years, Treichel oversaw creative work for brands including United Colors of Benetton, PlayStation and Asics.

Treichel has also worked at Barton F Graf (then Barton F Graf 9000), where he was a creative director on the "Climate name change" campaign for activist group 350 Action.

The work proposed naming hurricanes and tropical storms after politicians and policymakers who had denied climate change’s existence and won a gold Film Lion at Cannes in 2014.

Since leaving 180 Amsterdam at the end of 2016, Treichel has worked as a freelance creative director.

Vega said: "Dan and I understand each other really well and, for me, everything he touches gets enhanced and improved. His creative flair and ability to come up with strategic solutions is outstanding. He is also a fun human to be around.

"This is just the beginning of our creative journey and I couldn’t be happier he is joining us."

During his time at Crispin Porter & Bogusky, Treichel art directed "Whopper freakout" for Burger King, in which the convenience restaurant refused to serve its signature Whopper burger and filmed customers’ reactions. It won a gold Cyber Lion at Cannes in 2008.

Treichel said: "I’ve worked for Guillermo in the past and I remember creating some of my favourite campaigns with him. To work with Guillermo and be at Saatchi & Saatchi London was an opportunity I couldn’t miss."

Saatchi & Saatchi appointed Vega, who was then executive creative director at 72andSunny in New York, as chief creative officer in September 2018.

Potts is leaving Saatchi & Saatchi London at the end of May to pursue other opportunities. He was executive creative director alongside Andy Jex until the latter left the agency to join TBWA\London as chief creative officer in late 2017.