Hasta La Creative!

BETC London hired Russell Davies as its chief strategy officer, effective as of January, 2017. In the role, Davies will be part of the agency’s management team, alongside executive creative director Rosie Bardales (pictured with Davies above) and a soon to be appointed managing director.

“What can I say, we’re incredibly excited to work with a guy as talented as Russell. His experience, curiosity and innovative mind-set is a true sign of a new, dynamic time for BETC London. It’s awesome,” BETC London executive creative director Bardales said in a statement.

Davies joins the agency from an interim role as CEO of digital charity Doteveryone. He arrives with over 25 years of experience, including working with agencies iW+K and RGA and brands such as Nike, Apple, Microsoft and Honda. He spent nine years as a strategic planning director with W+K’s London and Portland offices, before leaving to join Nike as global consumer planning director in 2005. After two years with Nike, he spent a year as strategic director, EMEA with Ogilvy & Mather and one as strategic planning director with R/GA London.

“I’m really looking forward to working with Rosie and the team,” said Davies. “BETC are trying new things and are keen on working in different ways. That suits me. It’s going to be fun.”

W+K Amsterdam have a launched a new, global World Cup 2014 campaign for Powerade, “the official sports drink of FIFA.”In addition to television, the campaign also includes print/out of home, digital, and online documentary films (more on that later).

“There’s Power in Every Game” centers around Andrés Iniesta, the Spanish star who scored the winning goal in the 2010 World Cup. He takes center stage in the 60-second spot (featured above), which also features five amateur athletes from around the world. Each of these athletes has “overcome challenges in their lives and in the process have lifted their teammates, rallied supporters and inspired communities through their dedication and achievements in the sport” — which exemplifies the campaign’s #PowerThrough message.

Each of these amateur athletes will be featured in their own documentary, starting with the inspirational story of Nicolai “Nico” Calabria. Debuted at the Kicking + Screaming Football Festival in New York last week and being released as a television spot in addition to its online release, the two minute film tells Nico’s story growing up with one leg and defying expectations to succeed as an athlete. Incorporating an impressively-edited mix of home video footage and live action film, it’s a powerful telling of Nico’s story, and well worth a watch.

“Nico’s story is one of unwavering determination,” said Brynn Bardacke, global group creative director for Powerade. “He truly embodies what we mean when we say there’s power in every player and power in every game.”

Stick around for “Nico & Powerade,” along with credits, after the jump. continued…

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