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Close-Up: Live Issue - Is adland myopic in its talent search?
Fred and Farid are proof positive creative talent exists outside of college courses, John Tylee writes.
Rory Sutherland didn't mention the names of Fred Raillard and Farid Mokart in his recent Campaign Essay, in which he accused adland of encouraging creative conformity by not casting its talent net widely enough.
But the pair's record provides powerful testimony for his case that agencies perpetually fail to find the best creatives because they don't look in the right places.
Raillard and Mokart have been described as two of the best things that ever happened to Bartle Bogle Hegarty. During just 18 months at the agency, they captured a gold Lion at Cannes for their Xbox 'mosquito' commercial and produced acclaimed work for Levi's.
Yet the pair's route to UK creative stardom was far from conventional.
For one thing, they're French. For another, they made their names on the Rock DJ promo they produced for Robbie Williams, which was named as the best video at the 2001 Brit Awards.
So why then, in a business where creativity is the lifeblood, are creative directors not seeking out more Freds and Farids? Why do they instead prefer to put their faith in tyro creatives who have come through the college system?
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