Hasta La Creative!

The advertising standards watchdog has rejected a claim from BMW that the phrase “Luxury just lost its manners” amounted no nothing more than “advertising puffery”.

San Francisco-based independent agency Cutwater welcomed Ronny Northrop as its first executive creative director. In the role he will partner with chief creative officer Chuck McBride to drive agency growth and continue to develop its creative team.

Northrop joins Cutwater from gyro San Francisco, where he has served as executive creative director since joining the agency from Y&R in November of 2015 and led the agency’s global HP account. He joined Y&R California, initially in a freelance capacity, in February of 2014 and was promoted to chief creative officer less than a year later. Prior to joining Y&R he spent over five and a half years as a creative director and copywriter with Goodby, Silverstein & Partners, working with clients including Anheuser-Busch, HP and Sprint. Prior to that he served as a copywriter for CP+B and worked with brands such as Burger King, Virgin Atlantic and IKEA.

“Ronny’s hybrid experience and creative thinking really stood out to us as we looked for someone to fill this role,” McBride said in a statement. “At this stage in our growth, we knew we needed someone who not only had a stellar creative portfolio under their belt, but who also understood how to develop an agency. On top of having those qualities, Ronny’s an incredible mentor to emerging talent and an all around nice guy. He’ll be a huge asset to both our clients and our culture.”

“I’ve been a longtime fan of Cutwater’s work, so the chance to finally join forces was a no-brainer,” Northrop added. “The agency is at a pivotal moment in its growth – both in the collection of amazing talent it’s amassed, as well as in its impressive client roster, and I’m looking forward to helping steer Cutwater into this next phase.”

Every healthcare marketer has firsthand experience with the industry he or she supports, whether it’s a sick relative or a child recovering from a broken arm. But not many have the story of Manny Rodriguez. Before taking on a chief marketing title at UCHealth, Rodriguez was a leukemia survivor.

Rodriguez underwent treatment at a variety of the nation’s best medical centers, including MD Anderson, Memorial Sloan Kettering and Dana Farber, in addition to UCHealth. While the care was always excellent, his experience with each center was vastly different. Once he joined UCHealth, he found himself poised to better a system that bettered him.

“We’ve gotten away from the fact that what we do is about the patient,” Rodriguez says. “I don’t want to be a healthcare marketer; I want to be a consumer marketer who is marketing to patients. When I came here, I wanted to bring that notion of consumer marketing and lifestyle marketing to a healthcare brand.”

Continue reading at AdAge.com

Butler, Shine, Stern & Partners hired Anderson Oliveira as director of creative technology, a new position at the agency.

Oliveira joins BSSP from San Francisco agency Eleven, where he has served as technology director for the past six months, following nearly a year and a half as senior creative technologist. Before joining Eleven he spent a year with R/GA in senior developer and software engineer roles, working with clients including Beats by Dre and Google. Prior to that he spent around three and a half years as a creative technologist for Heat, working with clients such as Electronic Arts, AOL and Riverbed.

“We’ve been looking for the right person to help lead creative technology at BSSP for a while and Anderson has a design/art direction background and like all good creatives and innovators, he loves making stuff,” BSSP executive creative director Tom Coates said in a statement.

“BSSP is a creative dream come true and I’m excited to be able to bring the technology side to the agency to help bring new kinds of innovation to our work for clients,” Oliveira added.

FCB West launched a new campaign for Clorox with a 30-second spot entitled “Shine On, Klutzes.”

“Let’s raise a glass to those of us who stumble,” says the voiceover over footage of a rather unfortunate incident involving red wine and white pants. The spot goes on to salute “the fearless who fumble,” “the hoppers, flappers and produce pile topplers” and more before tying the clumsy chronicles back to the brand’s Clorox Splash-Less Bleach offering.

FCB West won creative duties on Clorox around a year ago, following a review launched in December of 2015 which also saw mcgarrybowen pick up creative duties on its specialty brands (which include Burt’s Bees, Brita, Scoop Away, Kingsford, Hidden Valley, Fresh Step and KC Masterpiece) and reportedly came down to FCB, mcgarrybowen and VB&P. Following the account win, FCB promoted Chris Shumaker to global CMO, hired group creative director Mike Long, senior vice president, group management director Arlene Bae and vice president, account director Sara Wallace, with Wallace brought on specifically to work on the Clorox account. 

It’s unclear if “Shine On, Klutzes” marks FCB West’s first work for Clorox or if earlier efforts for the client flew under our radar. At any rate, the spot marks a move away from the “Bleachable Moments” DDB San Francisco presented for the brand without moving too far away from that approach.

Credits:
Advertising Agency: FCB West, San Francisco, California, USA
Chief Creative Officer: Karin Onsager-Birch
Chief Strategy Officer: Simon White
Creative Director: Kelly McCullough
Associate Creative Director: Nancy Strange
VP Account Director: Sara Wallace
Account Supervisor: Paola Cammareri
Senior Broadcast / Content Producer: Charlotte McConnell
Director of Account Planning: Ryan Riley
Group Management Director, SVP: Sue Redington