when creativity and awards aren’t enough


A few months ago the Land Rover account moved from Craik Jones to Wunderman. Over the last sixteen years few automotive accounts have won as many direct marketing awards for their creative work. At one stage it seemed a DMA or Precision Marketing awards night couldn’t pass without an obligatory gold or silver award being made to Craik Jones for their work on Land Rover.

While it would be easy to put the move to Wunderman down to Ford narrowing its roster, or the rise in digital marketing’s clout (Wunderman have held Land Rover’s online marketing account for the last five years). I believe Wunderman’s prowess in data management and CRM programmes have been the deciding factor. Wunderman have a huge level of resource in this area, one that Ford have benefitted from greatly.

When the account move was announced in September, Andy Griffiths, Land Rover’s UK Marketing Director, said, “We’ve enjoyed a professional and loyal relationship with Craik Jones for sixteen years so this decision was not taken lightly. They have a well deserved reputation for excellent, creative campaigns, including award winning Land Rover mailing activity. “However, taking the broader strategic view and allowing for the exponential increase in digital marketing activity, we feel Wunderman are best placed to move Land Rover CRM forward.”

With the loss of such a key account as Land Rover, a significant talent pool has subsequently left Craik Jones. These include one of my former colleagues, the very talented Creative Director, Mark Buckingham.

For those who haven’t seen the editorial posted on BrandRepublic.com this week, I’ve reproduced it here:

Brand Republic

Craik Jones hit by second senior exit
by Kate Nettleton Campaign 07-Dec-07, 16:14

Fiona Scott, the chief executive of Craik Jones Watson Mitchell Voelkel, is leaving the agency after ten years.

Her departure follows that of managing director, Jackie Stevenson, who left the agency this week to set up a new agency alongside the Abbott Mead Vickers BBDO managing partner George Bryant and Jason Fretwell, an AMV senior creative.

Scott is taking time out of the industry to spend more time with her family. Scott and Stevenson’s resignations are the latest in a string of senior departures from Craik Jones, with the founding partner, David Watson, the digital executive creative director, Jonas Lembke, and Mark Buckingham, a creative director, all departing in the last two months.

Cilla Snowball, the AMV BBDO Chairman will now take on the role of acting vice-chairman of Craik Jones in order to facilitate senior hiring at the agency. It is not known whether both Stevenson and Scott will be replaced.

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