Close-Up: Creatives can thrive on campaign inheritance.(business creativity and innovation in campaigns)

Taking on another agency's well-established work does not need to be as daunting and restrictive as it may, at first, appear.

In January this year, Saatchi & Saatchi released its first work for Cadbury Creme Egg using the existing 'Here today, goo tomorrow' line and the suicidal eggs idea created by Publicis. Meanwhile, last week, Fallon unveiled its first Orange Gold Spot, starring Emilio Estevez, since it won the account from Mother.

Both ads are very similar to their predecessors, and raise the question: Is it possible to inherit another agency's creative idea and make it your own?

It's not a new phenomenon. HSBC moved from Lowe to JWT in 2004 and kept its 'The world's local bank' line (which it still uses). But with consolidation and global alignments on the rise, it could become a more regular occurence.

Campaign asked four creative directors, who have inherited campaign ideas, about the challenges of making the work their own.

PERSIL - 'Dirt is good'

Mick Mahoney senior creative director on Persil, Bartle Bogle Hegarty