CAREERS: Curtis to shake up creativity at Lowe

<p>Lowe Lintas & Partners has imported Jeffery Curtis from its UK </p><p>agency to boost creative standards at its agency in Thailand in his role </p><p>as executive creative director. </p><p><BR><BR> </p><p>Curtis arrives from London where he was group head art director, having </p><p>worked with Lowe Lintas for 11 years. </p><p><BR><BR> </p><p>"I have been here before, once on holiday and once on a Lowe shoot. The </p><p>chance to come here came up and I just jumped at it," said Curtis. "It </p><p>is a big opportunity." He said he plans to be here for a few years. </p><p><BR><BR> </p><p>Lowe Lintas is one of Thailand's leading advertising agencies. </p><p>Established in 1970, it has 280 employees and reported generated </p><p>billings of 4.4 billion baht (US$91.36 million) last year out of </p><p>a total market size of 50 billion baht. </p><p><BR><BR> </p><p>The agency holds some of the biggest accounts in the country, including </p><p>key Unilever and Johnson & Johnson brands. </p><p><BR><BR> </p><p>Curtis heads a creative division of 40 people, a team that has impressed </p><p>him. </p><p><BR><BR> </p><p>"The major task for me is to raise the creative profile and standard. </p><p>However, the current standard is much higher than I expected," said </p><p>Curtis. </p><p><BR><BR> </p><p>"I've seen some great causes for optimism. I've seen some lovely </p><p>work." </p><p><BR><BR> </p><p>Curtis plans to implement systems that are used at Lowe divisions in </p><p>London to raise the creative bar, central to which is the use of </p><p>time. </p><p><BR><BR> </p><p>"We have to change the internal systems, and follow those in London. The </p><p>most important thing is to have more time to produce more ideas. In the </p><p>past there was not always enough time so the first ideas were sometimes </p><p>used. </p><p><BR><BR> </p><p>"By building in more time, we can also breed a competitive internal </p><p>environment within the department at the agency. Through this </p><p>competitiveness we can produce a safety net to raise the standard of </p><p>work. </p><p><BR><BR> </p><p>"The main thing is quality of ideas. This really is fundamental. The </p><p>ideas must be good before you get into trends, styles and </p><p>production." </p><p><BR><BR> </p><p>According to Curtis, everything is in place for the agency to produce </p><p>highly creative work. </p><p><BR><BR> </p><p>"This is a great company and there are some very smart people here. </p><p>There is strong and effective management, and big accounts. I want this </p><p>agency to be the best in Bangkok, then make a splash in Asia. </p><p><BR><BR> </p><p>"The plan is to address current clients so we create work that is good </p><p>for them, and then go after new clients who will be attracted by our </p><p>standards. Creativity sells," said Curtis. </p><p><BR><BR> </p>