Peter Souter turns to veterans Campbell and Doyle to revive TBWA London

Former AMV stalwart Peter Souter has wasted no time in his mission to revive TBWA London, hiring award-winning duo Walter Campbell (left) and Sean Doyle who used to star at his former agency.

The veteran duo’s gongs include a hatful for the famous Guinness ‘Surfer’ ad.

As a creative himself Souter knows the benefit of some seasoned greybeards in the creative department. TBWA London’s creative director is the rather more youthful Andre Laurentino who hails from Brazil where he doubled up as agency creative and TV scriptwriter. Laurentino is doing his bit for the cause, telling Campaign: “I’ve always dreamt of working with one of them. Now they’re all here. I’m so happy that I envy myself.”

Souter says (tongue in cheek perhaps): “Walter is simply the most-awarded creative working in London. That I can put him in a room with Sean again simply means everybody should be very afraid of the creative power of TBWA\London.”

So this is all good rousing stuff. We wait to see if Laurentino will hang around under the new regime, the call of homeland Brazil must be quite strong, especially with the 2014 World Cup and 2016 Olympics to come when the eyes of the creative world too will be on Brazil.

As for Campbell and Doyle they’re probably glad to be back in a big agency (or a big network anyway) after some adventures in the foothills of UK adland. Their first task, probably, will be to oversee what Souter and co hope will be an exhaustive round of new business pitches.

Here’s their Guinness ‘Surfer’ ad from 1998, directed by Jonathan Glazer.

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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.