CAREERS: Keeble joins Lowe in regional CD role
<p>Lowe Lintas & Partners has appointed Giles Keeble as regional
</p><p>creative director. Keeble will bring to the job 25 years of experience
</p><p>in the London ad industry, most recently at Publicis and Abbott Mead
</p><p>Vickers BBDO.
</p><p><BR><BR>
</p><p>In his newly-created position at Lowe's, he will lead Hong Kong,
</p><p>mainland China, Taiwan, Singapore, Malaysia and Thailand creativity,
</p><p>reporting to the agency's regional president Ian Creasey and regional
</p><p>chief executive Ronald Yue. In the short-term, his focus will be on the
</p><p>agency's newly-acquired HSBC account.
</p><p><BR><BR>
</p><p>Before joining Lowe's, Keeble worked for Publicis for just over two
</p><p>years, helping set up its Publicis Technology new-media division, now
</p><p>known as Publicis Networks, and eventually becoming creative director of
</p><p>its direct marketing and contract publishing arms as well. His previous
</p><p>job was at AMV BBDO's cross-platform design and advertising group Open.
</p><p>Before that he was executive creative director of Leo Burnett London and
</p><p>creative and board director at WCRS, after starting his career in
</p><p>advertising as a planner. Keeble said that his mission has been to try
</p><p>to build "the agency of the future", a company that comes up with the
</p><p>best communications solution for clients, without trying to push them
</p><p>down a particular route.
</p><p><BR><BR>
</p><p>"I'm interested to see if there's a way for creative people, in the
</p><p>broadest sense, to come up with creative solutions regardless of media,"
</p><p>he commented.
</p><p><BR><BR>
</p><p>"An agency should have the integrity to say that the solution may not be
</p><p>advertising, and the client should have the integrity to pay for that
</p><p>advice. There's no client that wouldn't benefit from open creative
</p><p>thinking.
</p><p><BR><BR>
</p><p>One of the functions of the agency of the future should be to ask 'what
</p><p>if' questions."
</p><p><BR><BR>
</p><p>He's scornful of most agency attempts at integration, however: "You need
</p><p>to start with integrated thinking, but that might not come up with an
</p><p>integrated solution. It's not about making everything the same - that
</p><p>way lies the path of making the print ad a still from the TV
</p><p>campaign.
</p><p><BR><BR>
</p><p>If you try and force it, it doesn't happen.
</p><p><BR><BR>
</p><p>"The place where people already think in an integrated way is in
</p><p>pitches. People need to keep on thinking as if they're in a pitch. It
</p><p>often doesn't happen, because the budget doesn't work that way, and
</p><p>because that way doesn't necessarly lie the awards that make a
</p><p>difference to your career."
</p><p><BR><BR>
</p><p>It won't all be reinventing the way agencies work, however. "There's a
</p><p>job to be done doing some good advertising," said Keeble. "A big
</p><p>institution like HSBC needs consistency of thinking about what the brand
</p><p>stands for."
</p><p><BR><BR>
</p>
by
|
07/06/2001
Lowe Lintas & Partners has appointed Giles Keeble as regional
creative director. Keeble will bring to the job 25 years of experience
in the London ad industry, most recently at Publicis and Abbott Mead
Vickers BBDO.
In his newly-created position at Lowe's, he will lead Hong Kong,
mainland China, Taiwan, Singapore, Malaysia and Thailand creativity,
reporting to the agency's regional president Ian Creasey and regional
chief executive Ronald Yue. In the short-term, his focus will be on the
agency's newly-acquired HSBC account.
Before joining Lowe's, Keeble worked for Publicis for just over two
years, helping set up its Publicis Technology new-media division, now
known as Publicis Networks, and eventually becoming creative director of
its direct marketing and contract publishing arms as well. His previous
job was at AMV BBDO's cross-platform design and advertising group Open.
Before that he was executive creative director of Leo Burnett London and
creative and board director at WCRS, after starting his career in
advertising as a planner. Keeble said that his mission has been to try
to build "the agency of the future", a company that comes up with the
best communications solution for clients, without trying to push them
down a particular route.
"I'm interested to see if there's a way for creative people, in the
broadest sense, to come up with creative solutions regardless of media,"
he commented.
"An agency should have the integrity to say that the solution may not be
advertising, and the client should have the integrity to pay for that
advice. There's no client that wouldn't benefit from open creative
thinking.
One of the functions of the agency of the future should be to ask 'what
if' questions."
He's scornful of most agency attempts at integration, however: "You need
to start with integrated thinking, but that might not come up with an
integrated solution. It's not about making everything the same - that
way lies the path of making the print ad a still from the TV
campaign.
If you try and force it, it doesn't happen.
"The place where people already think in an integrated way is in
pitches. People need to keep on thinking as if they're in a pitch. It
often doesn't happen, because the budget doesn't work that way, and
because that way doesn't necessarly lie the awards that make a
difference to your career."
It won't all be reinventing the way agencies work, however. "There's a
job to be done doing some good advertising," said Keeble. "A big
institution like HSBC needs consistency of thinking about what the brand
stands for."
