Brazilian Andre Laurentino takes top creative job at TBWA London

TBWA London, one of Omnicom’s key offices, has appointed Brazilian Andre Laurentino as creative director of TBWA London. Laurentino (who’s also known as Dede, like Pele I suppose) replaces Canadian Mark Hunter who’s gone off to join Interpublic’s Deutsch in Los Angeles.

Laurentino is a bit of a polymath, being a published novelist and TV screenwriter.

He’ll need all those abilities to turn round TBWA London which has never really recovered from creative director Trevor Beattie’s exit to set up his own agency Beattie McGuinness Bungay. Hunter certainly never managed to square the circle after Trev’s exit.

The agency has also struggled to find a convincing management leader, Robert Harwood-Matthews being the latest to have a shot at establishing a post-Beattie identity.

South Americans are taking over the world in creative land of course, picking up endless gongs at Cannes, pinching global creative briefs and generally partying as though it’s 1999.

The trouble with TBWA London is that there doesn’t really seem to be sustaining culture there, as there is with Omnicom’s two other big London agencies AMV/BBDO (the long time UK market leader) and DDB (based on the old ad fab Boase Massimi Pollitt).

This is a really tough call for Laurentino, however brilliant he may be. Parachuting in someone from a very different agency culture is high risk when what TBWA London seems to need is a bit of boring old stability.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.