Four former Faces to Watch give their advice on handling the accolade, while Kendall Tarrant offers tips on how to build on initial success, Lucy Aitken writes.

Hang out with your heroes and don't get too big for your boots seem to be the two most resonant pieces of advice from previous Faces to Watch to today's rising stars in advertising.

Campaign asked four former Faces, spanning different disciplines, to pass on their gems of knowledge and wisdom to the industry's up-and-coming talent. And, for some general industry insight into what makes a Face to Watch worthy of continued observation, Campaign asked the headhunter Kendall Tarrant, for its opinion on what qualities are essential to secure success in the advertising industry.

One of Kendall Tarrant's recommendations is to follow a decisive course of action and to be resilient when it comes to failure: "Better to be able to make many decisions - even if some of them are wrong - than to procrastinate."

Meanwhile, CHI's managing partner, Johnny Hornby, advises making the most of the industry's generous, talented and creative people who are happy to pass on the benefit of their experience to future generations. Learn from them.

Naked's John Harlow warns this year's Faces to Watch to keep their potentially inflating egos in check. He recommends: "Enjoy any award for a day", rather than get too bogged down in believing you're the best - "a certain route downhill".

Oh, and anyone who thinks that being named a Campaign Face means automatically succumbing to offers of a new job should heed the advice of Abbott Mead Vickers BBDO's managing director, Farah Ramzan: "Be true to yourself and your personality", while also taking note of one of the pearls of wisdom from the Lowe London creative director, Damon Collins, who warns "never move for money".

JOHN HARLOW - founder, Naked Communications

I was at Abbott Mead Vickers BBDO when I was a Face to Watch, back in the days when ad agencies had "media departments". Michael Baulk was hugely motivating with his praise, but added cryptically that he was never sure whether such accolades were a good or bad thing. At the time, I assumed that he meant that, while it must be a good thing for the individual, corporately such awards expose up-and-coming people to the attentions of headhunters and bigger salaries. Therefore they have a downside from an employer's perspective.

However, thinking about it, Michael was probably giving me some gentle advice. He was looking at it from a personal, rather than a company point of view. Receiving an award as the best in a category is gratifying, and gives a person a benchmark by which they can sense their career progress and, to some extent, their ability. That's the good bit. The danger comes if you treat such things as anything more than simply a point in time or a stepping-stone in personal progress. Believing you're the best is a certain route downhill!

The key is probably to enjoy any award for a day, and then to start all over again, with every year a blank sheet of paper. Anybody who succeeds continuously is normally driven, perhaps even self-doubting, but is certainly possessed with enormous passion.

Passion means constantly wanting to learn, being knowledgeable, wanting to create and change things for the better. Passion is infectious, and those who care about what they do can't fail to make waves and carry others with them.

JOHNNY HORNBY - managing partner, Clemmow Horny Inge

Given that the advertising business is full of young and talented creative people, standing out as a Face to Watch puts you in a position where clearly the people you are working with see you as particularly talented and creative.

Having achieved this early recognition in your career, the temptation may be to continually place yourself in positions where you stand out as the Face to Watch to secure a rapid ascent to the top. I'd advise against this. The question shouldn't be how quickly you get to the top, but how good you are when you are there.

To be as good as you can be requires you to find yourself in positions where you are surrounded by people more talented and creative than you.

The lucky thing is that talented and creative people in our business are often more than happy to share their knowledge with the rest of us. You should seek out these people and spend as much time with them as possible, learning from them in the process.

In 1998, I moved from being the client services director of Colletts to become an account director at TBWA\London, a retrograde step for anyone not familiar with the silly titles that account men invent for themselves.

I found myself working day to day with the likes of Paul Bainsfair, Carl Johnson, Garry Lace, Trevor Beattie and Simon Clemmow. As for clients, I worked with the likes of Peter Mandelson and Charles Dunstone. If you are not scared and challenged by the people you are working with, then move on.

Peter Mead once said to me: "I started a number of advertising agencies, only one of them with David Abbott."

Every working day, I share an office with Charles Inge and Simon Clemmow. Long may I continue to be surrounded by people who are more talented and creative than me!

FARAH RAMZAN - managing director, AMV BBDO

Reviewing my own appearance as a 1995 Campaign Face to Watch, I was reminded that I take an appallingly bad picture. In fact, I recall some agency wag pinning the murky shot to my door with the line "Face to Wash".

My first tip to adland's rising stars? Never underestimate the importance of laughter.

The 1995 crop of Faces was something of a stellar vintage and I noticed rather more flattering pictures of Johnny Hornby, Robert Senior and John Harlow. So, my second tip would be to remain aware of the gifted folk around you and to be inspired to compete.

The other crucial factor is the environment in which you operate. Abbott Mead Vickers has an enviable record for nurturing talent and encouraging people to shine. In the course of 14 years to making managing director in 2002, I have been fortunate to work in a "can-do" atmosphere with an A-list of brands on which to hone my skills.

Which explains (to those who think recognition as a Face leads to inevitable poaching) why I'm still here. I'm a great believer in being true to yourself and your personality. My advice to those hoping to prosper in the industry is to understand how and where you can make a difference. If you apply this understanding with passion and resilience, you can create a potent force.

To put it all into context, my mother did a proper job for Unesco to help special needs children in the developing world. My optimism and conviction that no problem is insurmountable are her direct legacies and have served me well in my advertising career.

So, my top tips for today's bright young things? Be true to yourself, focus on where you can make a difference and add a liberal dose of "can-do" optimism. And enjoy the fact that advertising, unlike many industries, offers you the chance to build relationships with both clients and workmates, which so often turn into true friendships.

And if all else fails? Laugh.

DAMON COLLINS - creative director, Lowe London

So you'd like some advice on how to make it in advertising?

Well, first a bit of advice about advice. You'll receive a lot of it over the years. My counsel would be to listen carefully, use just what works for you and dump the rest.

With that in mind, do please feel free to ignore any or all of the following advice:

Have heroes and work for as many of them as you can; never move for money; be honest, no matter what the cost; don't believe the hype; know what makes you happy (if you don't, you never will be).

Give generously; admit when you're wrong; don't hold grudges; never shout at those less senior than yourself (and before shouting at those more senior, make sure you have a decent contract).

Always be underpaid; when other agencies call for a "chat", have one; be patient with those who don't know better ... but less so with those who do; learn something from everyone you meet; don't take no for an answer.

Bend, don't break; know your limitations; work with your friends; be tough on the issue not the person; moan only if you're prepared actually to do something about it; take yes for an answer; don't trust people who don't like The Simpsons.

Forget yesterday; don't worry about tomorrow; listen; never work for people you don't respect; hire people better than you; laugh at yourself more than you laugh at others; don't get jealous; get better; never give up.

Use your holiday allowance; don't expect the grass to be greener; don't get arrogant (you will never know how much you don't know); smile; don't fear fear; treat every day of your job as if it were the first.

But, having said all of that, to guarantee a long, successful and happy career in advertising you need really only do two things: Always be in the right place at the right time, surrounded by the smartest colleagues and the best clients, with the biggest budgets, brains and balls.

And, finally, take everything that you read in the pages of Campaign with a healthy pinch of salt. Including articles that involve you being named a Face to Watch.


Peter Ustinov once said: "People who reach the top of the tree are only those who haven't got the qualifications to detain them at the bottom."

If one thing defines our industry, it is the ability for talent to triumph over experience; age and gravitas are not pre-requisites for success.

Consequently, the industry still thrives on its ability to catapult young and brilliant minds into staggering positions of power and influence.

So what makes today's Faces to Watch the stars of tomorrow?

Drive - The people at the top have talent, but also a restless determination that propels them upwards. They simply will not accept coming second. When others are happy to give up and go home, they cannot help asking if there is more that could be done.

Courage and self-belief - Determination is crucial. This will manifest as an ability to have a vision and deliver it in an inspirational fashion, while taking some risks along the way.

Time - Many successful people give the illusion of being indefatigable and the most talented people often seem the most relaxed. The old adage: "if you want to get something done, give it to a busy person" seems appropriate.

Luck - Make your own and more will surely follow.

Don't be afraid of having giants around you - Magnanimity is an underrated value in our industry. To butcher the elegant prose of David Ogilvy, make sure that, as you make your ascent in advertising, you are prepared to surround yourself with people you can learn from.

Decisiveness - The ad business seems strangely forgiving of the foibles or even failures of its senior people, but it ruthlessly punishes the indecisive. Better to be able to make many decisions - even if some of them are wrong - than to procrastinate.

Honesty and integrity - Advertising is not generally seen as an industry that espouses or practices these qualities. But great leaders and talents all share the ability to tell the truth and always be clear in intent.