The development for large advert holding corporations to rent client-specific creatives continues with Guillermo Vega, former CCO of Saatchi & Saatchi in London and earlier than that senior at 72andSunny and Wieden+kennedy, as Ogilvy’s international artistic lead on Coca-Cola, now ensconced at Ogilvy proprietor WPP’s bespoke OpenX Coke company. Vega will be a part of that too.
A few weeks again Publicis-owned Saatchi New York employed Ciro Sarmiento from Weber Shandwick to guide artistic on P&G’s Tide account – a life dedicated to detergent doesn’t appear probably the most compelling artistic prospect.
Vega says; “Ogilvy’s ambition is unparalleled and the migration of expertise to the company is unattainable to withstand. The chance to assist form the way forward for The Coca-Cola Firm and its beloved manufacturers in a interval of accelerated transformation is the form of problem that may outline the way forward for our trade for years to return. Creativity and innovation are what drive me ahead, and OpenX from WPP is the form of problem that will get me excited. I can’t be happier to be a part of Ogilvy’s international community and to be returning to New York.”
Ogilvy CCO Liz Taylor says: “When it got here to discovering somebody for this position Guillermo’s expertise, experience and background have been an ideal match for the ambition of OpenX. Not solely is he a champion of concepts that journey, however he’s a builder who has repeatedly grown companies from the bottom up. We’re excited for all of the boundary-breaking, culture-shifting work that we’ll do collectively for The Coca-Cola Firm and its iconic portfolio of manufacturers.”
The appointment of Vega, who appeared to go away Saatchi due to a want to return prime the US, raises a variety of points.
Is Ogilvy truly doing the heavy lifting for OpenX, though presumably the likes of Wunderman Thompson can be concerned on what we used to name the direct advertising facet. If senior creatives at the moment are emigrating to single account roles what does this say in regards to the advert holding firm company manufacturers? Does the necessity for one artistic figurehead on an enormous account testify to a scarcity of expertise throughout company artistic departments?
Dentsu has already lumped all its artistic companies into Dentsu Inventive. Publicis has an enormous new company-wide artistic entity in New York known as Le Truc. It wouldn’t be a shock if we’ve one WPP Inventive in a couple of years’ time, with far fewer folks than presently.
Possibly shoppers are insisting that there’s extra continuity on massive accounts, which, in flip, locations enormous accountability on the creatives concerned. If they’ll’t hack an issue who else is left to have a go?
Attention-grabbing occasions, because the Chinese language say (with a sure trepidation.)