Paul Silburn

Londoners use to say their city is the greatest in the world. And, let´s be reasonable, when it comes to advertising, they are right. Just check out Paul Silburn curriculum. In any other place in the world, he would be the best advertiser ever, but in UK he is just, let´s say, in the top 20. He has won over 20 lions, including legendary campaigns like "No nonsense" or John West Salmon´s "Bear Fight" and, more recently, "Life´s for Sharing" for T-Mobile.

Paul has worked in a row of agencies that include Lowe, TBWA Leo Burnett, BBH and Saatchi & Saatchi, we could say, half of the best London agencies. He has also made a small adventure at Fallon Minneapolis, but it didn´t last long. Pat Fallon fired him and, since them, things haven't been working at the classic agency.

Different of other creatives, its hard to identify his strong point. He has done funny physical comedy, sensitive subjects and down-to-earth advertising. He has been awarded in alternative media, film, print and outdoor. One thing, although, it´s easy to notice. His ads all look real. If he had done any scams, we don´t know, but their biggest award campaigns are pretty real.

Ad Genius 17: Paul Silburn.
Countries: UK, USA.
Agencies: Lowe, TBWA, Leo Burnett, BBH, Fallon, Saatchi.
At Cannes: Over 20 lions, 7 Gold.
Strong Points: Versatility.

Rob McLennan

With 5 Grand Prix in the last 5 years, South African advertising is between the most creative in the world. Some say just because they speak English and they have a point. It´s much easier to win awards when you write your ads in English and, not only that, if it looks English. Getting crazy things approved by clients is also much easier in a third world country, where, let´s say, people are not as boring as in developed places. Multicultural life in Johannesburg is also a great advantage for the South Africans. But let´s also be reasonable. Mumbai is also very multicultural, English speaker and third world and yet, did not produce as many great stuff as the capital of South Africa.

From the many South African stars, Rob McLennan, above his 21 lions, is one of the biggest, together with Julian Watt, Gareth Lessing and Graham Warsop. Others like Tony Granger and John Hunt were too big for Africa and are now heading multinationals in New York.

Rob is not different from the big advertising stars. He began working in boring jobs like banking and house painting, until reaching in a short period of years the creative lead in a big multinational agency, Lowe Bull. Rob´s creativity was very award oriented, with lots of ideas who looked scams, until he finally did a hell of a campaign: Axe´s "Get a Girlfriend", one of the most successful and original concepts of the last years. Cannes gave him a late recognition with a Radio Grand Prix last year for an absurdly crazy campaign for Virgin Atlantic. Unfortunately, I just don´t know how to post audio files here, so you won´t be able to hear the great radio work from Rob.

Ad Genius 15: Rob McLennan.
Country: South Africa.
Agencies: Lowe Bull, Network BBDO.
At Cannes: 21 Lions, 1GP, 6 Gold.
Strong Points: Radio Ideas.

Charles Inge

From the dozens of british advertising geniuses, it´s hard to start with one. Charles Inge may not be as well-known as Mark Tutsell, Paul Silburn or Jeremy Craigen (all them will definetely have their names here). But Inge, above all them, has class and style, he is a true British and his elegant ads are still a big influence in London and around the world. Where else could ads like The Independent´s "Littany" or Stella Artois´ "Reassuringly Expensive" be done but in UK?

Although having won 30 lions in his career, Charles Inge just worked in two agencies: Lowe and CHI & Partners, this last one founded by him. Adept from Bernbach style, Inge´s ads are usually truthful and based in solid arguments. Sure, when he is selling dirty juice, where there is no arguments to sell at all, he just picks a very good director to shoot a couple of very funny commercials.

It´s true that his agency is still a brilliant filmmaker, but they were having some problems to fit themselves in the new-cyber-era of advertising. Smart and elegant, like the british sir he is, Charles left the scene and hire some expert kids to do that work for him. Once in a while, he comes back and shoots a fantastic movie, for the delight of his fans. Me included.

Ad Genius 8: Charles Inge.

Country: United Kingdom.

Agencies: Lowe and CHI & Partners.

At Cannes: 30 lions, 2 GP, 9 golds.

Strong points: Brave concepts, clever executions.

Agnello Dias

Prasoon Joshi may be the Indian dearest, but the biggest talent from the fastest growing country in the world is definitely Agnello Dias. Joshi´s fan may say that Aggie (his nickname) has no local style and he makes advertising like an European. This is, somehow, true, altough in the last years, we´ve seen Bollywood-style films from him.

After Dart, Interpublicity and Lowe, Agnello finally reached the place where he would start to build a winning career: Leo Burnett. After three bronze lions, something considered very big in India, Aggie was hired in JWT and became CCO soon. In just three years, he won an unprecedented collection of 11 lions, including the first and only Grand Prix in the history for India.

After becoming bigger than any agency in India, Agnello took the obvious decision to open his own. But, more than that, he called his old pal from Leo Burnett, also multi-awarded Santosh Padhi, to join him in what we would call the hottest shop in India, maybe from the whole Asia. In the last 10 years, both creatives have won more lions than all the other Indian agencies together. Let´s see what he is preparing for next year!

Ad Genius 7: Agnello Dias.

Country: India.

Agencies: Lowe, Leo Burnett, JWT, TapRoot.

At Cannes: 14 lions, 1 GP, 6 golds.

Strong Points: Critic view, black humour.