Ewan Paterson

It was a ‘turn around moment’ in the rebuilding of DDB Chicago when we won Skittles.

It was 5 months into my time their as Chief Creative Officer and suddenly we had a platform to do amazing work.

Briiliant teams like Kathy and Marisa, Pat and Chris, Jon and Alex wrote fantatstic ideas with Mr Gross as CD and Will St Clair leading production.

My first big campaign.

I was a rookie copywriter with a brilliant team around me: Lucy Westmore, Graeme Norways, Tim Lindsay, David Grey, Annie Leibovitz and, of course, Carl Lewis himself.

The poster was voted into the Campaign Book ‘The 100 Best Posters of the 20th Century’.

Annie Leibovitz included the shot in the book of her favourite portraits.

The film won the ITV ‘Commercial of the Year’ award, at BTAA.

Power is nothing without control is still Pirelli’s ‘big idea’ today.

Very proud.

We were ‘Most Awarded British Agency’ at Cannes two years running when Jeremy Craigen and I ran DDB London.

‘Cops’ was a highlight!

Feargal, Dylan, Simon and Nick.

Cannes Grand Prix.

And every other award going.

Another Cannes Gold and D&AD Pencil from my time running DDB London with Jeremy Craigen.

We were ECDs. Nick and Simon and Mark Reddy were the creatives.

And of course there was all the great account people, planners and clients at VW.

An ad for a betting brand that you could actually bet on.

World Cup football legends fighting to get their hands on the cup.

But in a very different way.

A 7-week campaign that saw Maradona, Cafu and the other legends go from Heist movie baddies to World Cup tipsters, unique to bwin customers.

Pablo De La Pena and I were the creative team with Patrick Farrall, Louise Bodily, Laura Graham, Nnena, Darius K from BBH Sport plus everyone at bwin and the brilliant director by Pedro Martin Calero.

Jack Whitehall learns about rugby during the Rugby World Cup and Olympic events during Rio.

From legendary teachers.

All filmed from scripts that changed massively on the shoot.

Samsung’s new mobile phone out sold Apple’s during both tournaments.

Jack & George and I wrote the campaigns and Louise Bodily, Rachel Hugh, Victoria Keenan, Patrick Farrall and Darius K made it all happen.

One of my favorite campaigns we created while I was ECD at CHI + Partners.

Brilliant idea, brilliantly executed by the brilliant Matt and Wayne.

D&AD Yellow Pencil winner.

The launch of ‘Brains Perform Best When They’re Hydrated’.

An idea that drove phenomenal sales.

Tesco rang up Britvic and asked ‘can we stock your drench mineral water please’! Unheard of in the world of marketing.

Big thanks to:

Jonathan Gatward at Britvic for being brave and having faith.

Ringan for being a genius. And taking my script to the next level.

And for Gerry Anderson, the man who created ‘Brains’ and the Thunderbirds, for saying the copywriter deserved an award.

Honoured.

A global, multi-channel campaign written with Nick Gill and a team of: Nigel Bogle, John O’Keeffe, Adam Arnold, Jim Carroll.

Not a bad team.

‘Make the Most of Now’ won the global pitch for Vodafone.

And ‘Mayfly’, the launch ad, won a D&AD Pencil.

You’re only as good as the people you work with.

The launch of Nick and Clarke’s brilliant British Gas campaign that ran for over a decade.

Created at CHI with a great agency team and client.

Working with McDonald’s head office in Oakbrook, Illinois was one of the highlights of my time as CCO of DDB Chicago.

We were lead agency for all North America work.

This was my first ad with them.

With Liat Ebersohl, Diane Jackson, Bill Cimino and Tim Souers.

BBH Sport’s first work for our first client, adidas.

A truly digital campaign that lived in real time. For the last month of the 2014 football season we created executions that reacted to how our adidas players played.

If they unlocked a defence and changed a game we ran a digital posting within 30 seconds.

It meant having hundreds of bespoke executions ready for whatever happened.

It resulted in a 20% rise in Preditor boot sales amongst 14 to 19-year olds.

George, Jack, Vinny and I were the main creatives (with help from the whole BBH creative department!) plus a team of Sarah Cox, Patrick Farrall and James (the Cockney Utd fan) made it all happen.

While at BMP/DDB I spent a lot of time working for the Labour Party. Helping them get elected in 1997.

I’m very proud to say Jason Gormley and I create the ‘Pledge Card’ - which did a lot to make voters believe in Blair’s promises. (It was copied by Bill Clinton’s election team some years later.)

I also chose D-Reams ‘Things can only get better’ as the election song. It took me about a minute to think of it but it may have done more good than anything else we did as an agency!

Written by the brilliant Kathy Petraukas, Nick Marazza with Nancy Jordon as CD.

My favourite McDonald’s work from my time as CCO of DDB Chicago.

Fip Books are great.

Flip the pages and things move.

Unless the piture is the fuel gauge on super fuel-efficient VW Turbo Diesel.

My first ad at BMP DDB with the brilliant Jason Gormley.

10 years to the day after the events of 9/11 State Farm ran a tribute to the fire men of Manhattan.

State Farm insurance had been a longer term sponsor of the fire department.

Part of the ‘Get to a Better State’ campaign the team created (and won the pitch with) while I was CCO of DDB Chicago.

Jeff McCartney, Barry Burdiak, Jon Hayes and many more talented people including Spike Lee as director.

Aaron Rodgers helped us make the Discount Double-Check famous and loved.

And put our State Farm advertising in the football game as well as the ad-break of the football game.

New customer figures were phenomenal!

Being an ECD is easy when you have Charles Inge and Dougal Wilson.

My contribution was ‘Great, let’s present that.’

Fantastic launch of ‘Get some space in your life.’

Another digital campaign I’m very proud of from my time at DDB Chicago.

Ads alone couldn’t persuade adults to go back to college.

But a team of famous motivational Pep Talkers could.

And did.

Advertising directed people to the Pep Talk centre - where our team of Pep Talkers helped increase the number of American adults enrolling in college to get their GED, with some choice motivational words.

Matt and Wayne again with a brilliant idea. With Alex and Jon CDing.

A digital/innovation Lion at Cannes.

The first use of google street view in an advertsing campaign.

A great partner to the ‘Chaos’ film in TV.

The Times were a great client for us at CHI (now the &Partnership).

The Rich List won us a D&AD Yellow Pencil.

And we followed that up with a D&AD nomination for the re-launch of The Saturday.

Talk Talk wanted to tell the world about their support of Treehouse, the Autism charity, in a way that explained the challenges of Autism and also used Talk Talk online/broadband service to do that.

With the help of many famous authors we created The Forever Story.

An online participation idea that got into the Guiness Book of Records (story with the most authors!) and got millions of people more aware of Autism.

Barry, John, Chad, Adam, Gordon, Adam & Craig and so many other people at DDB Chicago made this great campaign happen.

In 2010 State Farm had lost relavence…they were the insurance ‘my dad uses’.

‘Get to a Better State’ was a campaign that totally turned the brand around.

From ads that were the most entertaining thing on TV to creating didigtal extensions like ‘chaosinyourtown.com’ to turning a touch-down celebration into a branding device (The Discount Double Check!) helped turn an ‘old brand’ into a ‘brand of today’ and got new customer figure rocketing.

One of my favourite campigns from my time as Chief Creative Officer of DDB Chicago.

A pitch at DDB.

With Nick Gill and Andy & Rich.

‘Making London Simple’ won the pitch, and several D&AD Pencils.

And ran for many years.

Another campaign I’m really proud of from my time as ECD of CHI+Partners.

Great thinking. Great craft in the execution.

The day I hired my old mates Dave Masterman and Ed Edwards from BBH was the day I knew I could turn CHI’s poor creative output on its head.

Ed and Dave, Sarah Gold and the whole team did a great job on this campaign.

Rob Jack and I were CDs.

A very easy job when Justin and Adam do the ads.

Matt and Wayne’s home-made (literally) follow up to ‘Brains’ for drench.

It was loved, got loads of publicity and helped build the brand.

Animals playing music…what’s not to love?

An ad for a betting brand that you can bet on.

Our first work with the brilliant people at bwin.

We presented the idea in the pitch and it took a lot to make it happen but it turned out brilliantly.

An amazing film that drove you straight to bwin.com to place your bet.

Matt & Chris and Paul Silburn, directed amazingly by Nima Nourizadeh with Patrick Farrall, Darius Karbassioun, Louise Bodily, Nicole and Charlie Gatsky making an imposible script happen.

From my time as Joint ECD with Jeremy at DDB London.

Sam and Shish were the team.

Second big ad in the ‘Make the Most of Now’ campaign.

The difficult ‘business’ ad.

Easy when your with Nick Gill and Dougal Wilson.

The beautifully crafted Passat. You’ll want to keep it that way.

Jeremy Clarkson’s favourite car campaign apparently. (Is that something to be proud of?)

Great insights. And a great, brave client.

Driving Test was based on my dad on the day I passed my test.

A pitch win in my last month as ECD of DDB.

Wonderful idea for Philly Roberts and Simon Veksner and Nick Allsop.

As a teacher you work with the most exciting people in the world.

We knew we’d won the pitch in the pitch.

Ed and Dave’s addition to the ‘Brains perform best when hydrated’ campaign for drench.

Ulf directed.

So many tricky decisions in the pre and post production of this.

Looking back I think we got pretty well all of them right.

Particularly the music!

Great work from my time as ECD of CHI.

For a great cause.

‘Arms’ campaign by Nick and Clarke.

‘Homicide’ by Richard Foster (via Nigel Roberts) ‘Shotgun’ by Matt and Wayne and ‘Bed’ by Ed and Dave.

Launch of the Golf Mark 4 at DDB.

With Rob Jack and the late, great Frank Budgen.

BBH Sport’s first work for Paris and his team at bwin Casino.

A great idea from the excellent Alex Settlecker and Linda Weitgasser.

US (Chris and Luke) at Academy directed - all in camera not a single special effect. (Well, apart from the odd wire removed.)

Kim Gill, Mareka, Mark Reddy, Patrick Farrall, Louise Bodily and the great team at the LTA.

A great client during my time as ECD of CHI+Partners.

Clarke and Nick did this great Xmas ad with Tractor directing.

Matt Lee and Pete Heyes were the creative team.

Jeremy and I the ECDs.

DDB London.

Posters, print and social around and during Wimbledon.

Reminding everyone that at Wimbledon it’s Robinson’s juice that the players drink at the end of a game.

From my time as ECD of CHI (now the &Partnership).

More great work form Matt Collier and Wayne Robinson.

Dave Masterman and Ed Edwards were CDs.

At BBH Sport we have done a lot of social campaigns for sports brands like Under Armour.

It’s about being topical and relavent. And creating a continuous dialogue with fans.

Like this post for UA that ran the day Andy Murray won the Davis Cup for GB.

Which was St Andrew’s Day.

From my time as Joint ECD of DDB London.

A ‘Small but Tough’ crossword placed next to the daily crossword everyday in the Guardian newspaper.

Brought to you by the ‘Small but Tough’ VW Polo.

A very clever, different and memorable way to use press advertising.

Martin Lorraine, Steve Jones and Richard Stainer.

Another BBH Sport campaign.

After the success of our campign to sell tickets for the 2015 Rugby World Cup the same marketing team asked us to the create the campaign to sell the tickets for the 2017 Wolrd Athletics, both ParaAtheltics and IAAF.

Clare, & Maria, Matt & Chris and the whole BBH Sport team.

Another award winning campaign from DDB Chicago.

A great campaign idea and brilliant writing from Chuck (yes, he’s American) and Matt and Wayne (yes, they are not).

The first of many great ads and Cannes Lions.

I played a classic CCO role: did very little.

British Airways is a wonderful, iconic British brand.

This was a small project, to announce BA’s cinema partnerships, that we made go a long way.

To celebrate the magic that comes with both flying and cinema.

When you are flying is with BA, of course.

Paul and Adi were the creative team.

bwin campaign created during lockdown, ready for when football came back.

With Paul and Adi and Patrick and Katie

One of my favourite campaigns created while I was CCO of DDB Chicago.

By the brilliant MaryBeth Adduci and Karin Rose.

Long form film to tell the world of Audi’s partnership with Bayern Munich. And how with Audi’s revolutionary sat nav you can get the best out of the city.

The Welch Brothers, Jonathan Klein, Daris Karbassioun and and Will Nichols

Another VW campaign.

With Rob Jack.

Illustrator: Rob and me.

Another memorable VW idea from Justin and Adam at DDB London

Another great poster campaign for The Times, from my time at CHI.

Micky Tudor, Jake Holmes and Charles Inge.