Hasta La Creative!

Tribal DDB London has chosen Chris Baylis to become its executive creative director. The role was made vacant by the departure of Simon Richings. Baylis joins from Tribal DDB s Amsterdam office, where he was the executive creative director.
Baylis, who worked at Tribal DDB Amsterdam for five years, will also become the global digital and creative director on the Volkswagen account.
He joins next month and will have creative leadership across a roster of clients that includes Guinness, O2 and Fitness First.
Tom Roberts, the managing director of Tribal DDB, said: “[Baylis ] creative reputation and gift for producing effective, award-winning work is a rare talent.
“He is an ideas man first and foremost, and he complements that with a deep understanding of the ever-changing digital environment and the potential it offers our clients.”
Baylis will work alongside Phil Dearson, the head of strategy and user experience.

ZenithOptimedia has landed the £9 million media account for Maxxium UK, the UK’s third-largest spirits company and owner of the Famous Grouse, Courvoisier, Jim Beam and Sourz brands.

CHI & Partners has won a pitch for the first global ad campaign from the luxury car manufacturer Lexus.

Dare has appointed Leigh Thomas, the managing director of Saatchi & Saatchi, to the role of chief executive, replacing Lee Leggett.

Mizkan, the Japanese food company that bought Branston from Premier Foods for £92.5 million earlier this year, is looking for a creative agency and a media agency for the pickle brand.

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You have to know your customer inside and out. That’s a given.

It’s also important to refrain from projecting your own values, or the brand’s values, onto one’s idealized customers. People are complex, so reducing their behaviors and thus their identities into neat little packages, or target demos as the case may be, is a tricky business.

To illustrate the point, Buzzfeed, shares some “investor language” from Urban Outfitters’ CEO, Richard Hayne.

The Urban customer, we always talk about, is the upscale homeless person, who has a slight degree of angst and is probably in the life stage of 18 to 26 … The Anthropologie customer is a bit more polished, a bit more older and she has much less angst … She tends to be a homeowner and she tends to be in a relationship and more likely than not, married with children.

There are upscale homeless persons? Of course not. By homeless, Hayne means mortgage-less.

Apparently, angst-ridden renters have plenty of cash, because Urban Outfitters’ sales for its most recent year were about $2.8 billion, a 13% increase from the prior period.

Photo credit: Chicisimo

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