CLOSE-UP: NEWSMAKER - NEIL FRENCH. WPP's creative 'godfather' rules with an iron fist.

Neil French's personality is large enough to match his role, Rachel Gardner writes.

As jobs in the advertising world go, they don't come more all-embracing than a roving global role for WPP. And if there's any truth in the belief that for every large job you need a personality of equivalent stature to carry it out, then there can be little doubting why Neil French was chosen for the position.

To describe him as 'larger than life' would almost be an injustice; he has enough character to fill a whole edition of Campaign, and then some.

But rest assured he will need to call upon all his charisma and charm if he is to succeed in his new mission to raise worldwide creative standards at WPP.

In his new role, French plays the part of problem solver. He will be available to all of WPP's operating companies, from design agencies through to media planners and buyers, on a consultation basis.

It is something that has never been attempted before as WPP tries to evolve from the well-oiled acquisition machine of the 80s and 90s into a holding company that truly understands the importance of creativity.

Indeed, French's appointment is a small part of a long-term strategy by the chief executive, Sir Martin Sorrell, to add greater value to WPP's operating companies.