Hasta La Creative!

Caviar Content has just announced the signing of beauty and lifestyle director Charles Mehling for worldwide representation.

Mehling made his commercial debut with a campaign for Earl Jeans featuring supermodel Gisele Bündchen, with whom he has become a regular collaborator, including a recent Pantene campaign. In addition to Bündchen, Mehling’s enviable celebrity and supermodel portfolio includes work with Kate Moss, Jessica Alba, Gwyneth Paltrow, Zooey Deschanel, Jennifer Aniston, Naomi Watts, Natalia Vodianova, Karen Elson, Angela Lindvall and Georgia May Jagger. He’s worked with brands including Rimmel, Dove, BCBG, Budweiser, David Yurman, Garnier, Olay, Pantene and Smart Water.

Mehling launched his directorial career with Black Rebel Motorcycle Club’s debut music video, going on to work with artists including The Kooks, Emeli Sandé, The Script, Stereophonics, Kasabian and James Morrison. He also directed several music documentaries, most notably an in-depth biography of the Scottish singer/songwriter Paolo Nutini, as well as a short film entitled “For The First Time.”

“We are very excited by the signing of Charles to our roster! His work demonstrates a fantastic blend of beauty and fashion with strong natural performances,” said Sorcha Shepherd, EP at Caviar London. “He has a deep understanding of how to capture subtle human nuances that can really elevate a beauty & lifestyle piece into something truly engaging. The fact that he is also such an accomplished photographer makes him an even stronger contender in the world of advertising, where more and more brands are looking to find a solution for both stills and film in one great package.”

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Well, this is news to us, but yes, the Kraft Foods camp has confirmed that it’s recently discontinued its relationship with McGarryBowen Chicago in regards to its Philadelphia Cream Cheese account in the U.S. (BBH took over for JWT in Europe). We’ve been told that this realignment actually happened a couple of months ago. Regarding McGarryBowen, a spokesperson for Northfield, IL-based Kraft Foods (also parent of Jell-O, Oscar Mayer, Planters, etc.) says, “We appreciate their work on the brand the past four years and wish them continued success as they continue to support other Kraft brands now and in the future.”

McGarryBowen, which took over for Nitro on Philadelphia creative duties back in 2009, supports other Kraft brands including Miracle Whip (you might remember the “Take a Side” campaign from two years ago). According to Kraft Foods, the brand has a new agency already working on the Philadelphia brand, and that would be  New York-based, Omnicom-owned Roberts + Langer DDB. Along with Philly Cream Cheese, the shop works with several Johnson & Johnson brands including K-Y, Neutrogena and Aveeno (here’s Roberts + Langer’s Jennifer Aniston-starring spot for the last brand that aired around Oscars time).

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