Behind every great campaign there’s usually a very clever client. One of the most remarkable ads of recent years was Cadbury ‘Gorilla’ by Fallon London. With no dialogue, no product shot and minimal branding, it was a brave call for the FMCG giant, but it was credited with rekindling love for the brand and driving a five percent sales rise. We wondered how the idea came about, and how it lived to make it to air. So we tracked down the man behind the campaign, Phil Rumbol, former marketing director of Cadbury UK, and now founding partner of creative agency 101 London.
The Ad Contrarian is Bob Hoffman, chief executive of Hoffman/Lewis advertising in San Francisco and St. Louis. He also writes one of the world’s funniest (and painfully truthful) blogs on advertising and marketing. Bob is former chief executive of Mojo USA and ex-president and creative director of Allen & Dorward. And in a former life he was a middle school science teacher. It’s with this objective point of view that he has burst many a hype bubble. His honesty and straight-forwardness is refreshing in a world of marketing mumbo jumbo. So if you like what Bob has to say, you’ll enjoy his books, The Ad Contrarian and 101 Contrarian Ideas About Advertising.
Nigel Roberts is one of London’s most highly-awarded copywriters. Starting life as a junior copywriter at Saatchi & Saatchi in the late ’80s, Nigel worked his way up through some of the best agencies in London with his art director Paul Belford. For many years, their potent combination of brilliant copy and conceptual art direction earned them a reputation as the best print team in the world. Creative directorships at Ogilvy London, AMV BBDO and CHI & Partners were followed by a return to Leagas Delaney London to run the creative department. Over the years he has won nine D&AD Silver Pencils, six Cannes golds and four One Show Golds (the full list is too long to publish). Nigel spared us a few moments to answer our questions and share his thoughts on the industry. We hope you find it as inspiring as we did.