Gerry Graf left his desk as CCO of Saatchi & Saatchi in April 2010 and since then it’s been strangely quiet for the much-travelled and highly-awarded creativo.
But now his agency Barton F Graf 9000 (named after his dad) has won six Unilever brands in the US: Ragu, Bertolli, Skippy, Wishbone, PF Chang and Mexican brand Caliente. The six are worth around $50m in media billings although that can be expected to rise with the appointment of BFG9000 (to use its slightly shorter moniker). Losing agencies are Ogilvy & Mather and McCann.
Graf (pictured) has been joined at his new agency (he’s the CCO) by ECD Eric Kallman from Wieden+Kennedy Portland and BBH New York MD Barney Robinson. Robinson seems key to the switch as he worked with Unilever’s new US foods boss Mike Dwyer on Axe at BBH. Kallman also helps a bit as he worked on W+K’s celebrated ‘the Man Your Man Could Smell Like’ for Procter & Gamble’s Old Spice.
Dwyer may have noticed the success Kraft is enjoying by deploying smaller, creative agencies on its smaller brands, most notably Droga5 with Athenos and Milkbite.
Prior to joining Saatchi in the top creative role in 2008, Graf worked at Goodby Silverstein, BBDO and TBWA Chiat Day.