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Fonk for Thoughts: Peter McHugh
180 Amsterdam's Executive Creative Director Peter McHugh will be leaving the agency. BlogFonk asked his 'Fonk for Thoughts'.
Photo Peter McHugh: '180 is a unique place, full of passionate, talented people. It's been a true experience working here, three unforgettable years. I know I'm going to miss it.' BlogFonk: Who is Peter McHugh? McHugh: Peter McHugh is a 5 foot 10 inch, 170 pound copywriter who throws right, bats left and has 9.5 fingers. BlogFonk: Why do you leave 180 Amsterdam? McHugh: A combination of reasons, really. Some are practical, like family stuff back in the US. Some are work-related; the agency I'm going to (Carmichael Lynch) has some interesting, fun, high-profile accounts like Porsche and Harley Davidson. Hopefully, I'll be able to get work out of them the way we have with adidas at 180. And I think it's good for me to continue to give myself new challenges. BlogFonk: What brought you to Amsterdam in the first place? McHugh: The opportunity to work in the Netherlands with a great group of people. The opportunity to help define a great global brand (adidas) that really hadn't been defined. The opportunity to brush-up on my bicycling skills. BlogFonk: Do you love your work? Why? McHugh: Is it love? Or just an addiction? I think I keep doing it because I don't know what else to do, and it feels pretty good on those rare occasions when you get the work right. BlogFonk: Is there difference in mentality of creatives in the countries you've worked? McHugh: I've worked in three countries; the US, Canada and The Netherlands. At the risk of over-generalizing, here are my observations: In the US, the mentality of creatives varies from region to region -- the East Coast is very wired and intense. The West Coast is more laid-back, but still intense, and because of their proximity to Hollywood, seem to be more attuned to the possibilities the broader entertainment industry offers. The Midwest is dependable and hard-working. In Canada, the people were nice, but there's so much emphasis socially on fitting in and getting along, it was difficult to get them to fight for their ideas. As for The Netherlands, I should first point out that 180 was founded in Amsterdam, but it is an international agency; there are 80 people from 25 countries here. Our creative department alone has people from Finland, Wales, England, Sweden, South Africa, Australia, New Zealand, China and the US. And I don't know if it's the mix of people, or something in the water, but I've never seen a group who fights harder for their ideas. They're more passionate, for some reason, and don't take a 'no' without a fight. BlogFonk: What are the latest important developments you've noticed in advertising? McHugh: I noticed at Cannes that Nike stopped winning awards for press and poster, and started winning Lions for their websites and interactive work; probably a trend other agencies will follow. I've noticed too many 'mass of humanity' commercials; a trend I hope has run it's course. I've noticed that too many people still approach marketing problems too predictably. BlogFonk: Which project/work for a client are you most proud of? McHugh: Probably the body of work we've done for adidas -- from the Women's World Cup 'Wake Up Call', to our Rugby World Cup campaign that incorporated performance art, an art exhibit and, finally, advertising, to our 'Impossible Is Nothing' global TV campaign. Different briefs, different challenges, different demands, but it helped put adidas back on the map, and restored their confidence. BlogFonk: If you'd be given the chance to do something over again, what would that be? McHugh: Fire people who aren't going to work out sooner rather than later. BlogFonk: Finally, what is your motto, your 'Fonk for Thoughts' (inspiration to be creative)? McHugh: Always do work that will make you look good if you die in the middle of making it. |
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posted by BlogFonk: Monday, August 30, 2004 [#]