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CLOSE-UP: NEWSMAKER - DAVE ALBERTS. The radical creative chief who may brighten up Grey's output.(Grey Worlrdwide London's future executive creative director Dave Alberts)
Dave Alberts' background sits well with Garry Lace's ambition, John Tylee says.
Brussel sprouts sum up what Dave Alberts, Grey Worldwide London's executive creative director-in-waiting, is all about.
Not the ones you pick out of the supermarket cabinet. Alberts' sprouts are metaphors for life's little pleasures that you enjoy now but might have to forgo in a cash-strapped old age.
His trademark has always been rigorously researched work, which doesn't necessarily win creative plaudits but strives to be effective.
And no campaign has better encapsulated this than the curiously titled 'Every Australian deserves sprouts' advertising produced by MojoPartners, Alberts' employer for the past three years, for ClearView Retirement Solutions.
ClearView's campaign was targeted at a supposedly neglected segment of 'middle Australia' aged between 50 and 64 who are expected to retire with modest amounts of superannuation.
Mojo's work has been sneered at within Australia's creative community but applauded outside it as a potent piece of communication. Its strategy has catapulted ClearView into one of the leaders of its sector with response rates that far exceeded its expectations.
- Editorial: Patrick Burgoyne.(Editorial)
- Magazine article from: Creative Review March 6, 2006 700+ words
...copy, for so long relegated to a caption in the bottom right corner, is returning to prominence. As Dave Alberts, creative director on AOL, says in our piece beginning on page 51, "In order to get people to write, you have to write...
- Ribena campaign.(First Sight)
- Magazine article from: Creative Review April 1, 2004 700+ words
...products, through to naming them," explains creative director Dave Alberts. The spots, Spacefight and Spacewalk, were...Creatives: Adam Chiappe, Matt Saunby and Dave Alberts. Production company: Smith and Jones.
- Writing returns.
- Magazine article from: Creative Review March 6, 2006 700+ words
...explains Grey London creative director Dave Alberts. "We believed from the...home." For Ken Muir, a creative director at JWT London, which produced...Ogilvy New York executive creative director David Fowler, "We see...
- ADVERTISING REGULATION: Turn of the creative screw.
- Magazine article from: Marketing Week September 6, 2007 700+ words
...exciting than it was in the days when Silk Cut could be regarded as a "safer" cigarette. Grey executive creative director Dave Alberts says: "Creativity, and therefore advertising, is at its best when put under constraints - be it regulatory...
- Lace out as Grey ends speculation.(Agencies)(Brief Article)
- Magazine article from: Marketing Week Barrett, Lucy March 18, 2004 700+ words
...perpetrator has not been identified. Grey says Lace will not be replaced, and has promoted the agency's creative director, Dave Alberts, to chairman. Since Lace joined Grey from TBWA/London in 2002, the agency's image has undergone a...
- Analysis: Is Tamara Ingram the right choice for Grey London?(appointment)
- Magazine article from: Marketing Week May 26, 2005 700+ words
...her role, though Ingram says she will continue working with the existing talent, which includes executive creative director Dave Alberts, who remains chairman, deputy chairman Nicola Mendelsohn, managing director Chris Hirst and head of planning...
- Spotlight.(America Online Inc.'s internet use in advertising campaigns)(Brief...
- Magazine article from: Advertising Age Hall, Emma January 23, 2006 700+ words
...think'' pieces by journalists and cultural commentators, and regularly updated opinion polls. Dave Alberts, chairman-creative director of Grey London, said, "All our rivals' ads are about speed and cost, but AOL wants to get people...
- Grey London picks Ingram for top job.(appointed Tamara Ingram as...
- Magazine article from: Marketing Week May 19, 2005 700+ words
...appointment is not thought to affect Carolyn Carter's position as Grey Europe president. Dave Alberts, the agency's executive creative director, added the chairmanship to his responsibilities after Lace's departure. Ingram is also...