There are lot of Argentinean advertising semi-gods, but few of them exceeded the 10 lions barrier, like Hernán Ponce. He himself became an executive after he opened his agencies and those lions he has won, let´s say so, were probably not written by him. But what makes Hernán Ponce and his agency great are their worldwide seen spots for Axe. South America is known for great creative work, but few global works come actually from there. These TV spots created by Vega Olmos Ponce might be the only exception.
Like most of the heavyweights from Argentina, Hernan Pónce started his long creative director career in the agency of David Ratto, the most famous and dearest ad man in the country of Tango. He left the best agency of time to lead the newest rising star of Argentina: Young & Rubicam, where he won loads of Lions and recognition enough to open his own brand: Vega Olmos Ponce, together with Fernando Vega Olmos. Contrary to his partners, Ponce really engaged his creative mind in legendary ideas for Axe, including the second Argentinean Grand Prix after almost 40 years (the first one was a film for Pepsi from 1969).
Ad Genius 16: Hernán Ponce. Country: Argentina. Agencies: Ratto/BBDO, Young & Rubicam, Vega Olmos Ponce. At Cannes: 25 lions, 1 Grand Prix, 3 Gold. Strong Points: Advertising for teenage men.
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.
Think on the funniest campaigns you have seen lately from USA: "Combo´s man-mom", the latest crazy Skittles ideas, Fedex office commercials, and Crest campaign of smile. Gerry Graf has made them all. Gerry is all about humour since before starting his carreer, writing comedy sketches at college. Living in New York didn´t hurt too... Like Woody Allen or Jerry Seinfeld, he knew how to find comedy in every aspect of life.
Gerry started as a junior in Saatchi & Saatchi, but only when he reached BBDO NY, he started to create the called "effective advertising". His career gave its highes jump when he created the legendary campaign for E-Trade in the beggining of cyber-era, end of 90s.
Last year, Gerry Graf has received the tough challenge to charge Tony Granger´s place in Saatchi & Saatchi New York, which was named the agency of the year in the previous Cannes edition. Gerry has been doing great work, even without the top names Granger had in his team. Last year, he captured a Gold Press Lion and a Silver Film Lion for Miller. On the other hand, Granger is struggling in boring Y&R.
Ad Genius 14: Gerry Graf. Country: USA. Agencies: BBDO NY, Goodby Silverstein Partners, TBWA Chiat/Day, Saatchi NY. At Cannes: 20 lions, 7 Gold. Strong Points: Nonsense humour.
Worshipped in UK, not so in Cannes, Paul Belford and Nigel Roberts are probably the most influential advertisers in the world in the most classic category: print. Their system "poster design + beautiful headline that works alone" is a must in countries like Brazil and Singapore. Their "scam ads to win advertising festivals" is also repeated exhaustively in the rest of the world. And finally, their "Economist" posters are taught in the first grade of every advertising school.
It´s not easy to choose the best of the team, since they have always worked together. Now, after almost 15 years together, they split. Nigel is creative director at CHI & Partners, while Paul (the most awarded art director in the history of D&AD) is partner of a small agency, "This is Real Art". Together since DMB&B times, they worked at TBWA, Ogilvy, Leagas Delaney and AMV BBDO. Their constant agency changing and their scam scandals, suggest that they might not be easy to handle.
Ad Genius 11: Nigel Roberts & Paul Belford
Country: UK.
Agencies: DMB&B, TBWA, Ogilvy, Leagas Delaney, AMV BBDO, CHI & Partners, This is Real Art.
