{"id":567,"date":"2016-09-26T18:46:51","date_gmt":"2016-09-26T17:46:51","guid":{"rendered":"http:\/\/www.richardlouisrussell.com\/?page_id=567"},"modified":"2018-11-12T22:11:10","modified_gmt":"2018-11-12T22:11:10","slug":"home-page-2-2","status":"publish","type":"page","link":"http:\/\/www.richardlouisrussell.com\/?page_id=567","title":{"rendered":"About"},"content":{"rendered":"<div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-1  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:200px;padding-left:;padding-right:;background-attachment:fixed;background-color:#005689;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-1 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-menu-anchor\" id=\"about\"><\/div><div class=\"fusion-title title fusion-title-center fusion-title-size-one\" style=\"margin-top:0px;margin-bottom:31px;\"><div class=\"title-sep-container title-sep-container-left\"><div class=\"title-sep sep-single\" style=\"border-color:#ffffff;\"><\/div><\/div><h1 class=\"title-heading-center\">ABOUT<\/h1><div class=\"title-sep-container title-sep-container-right\"><div class=\"title-sep sep-single\" style=\"border-color:#ffffff;\"><\/div><\/div><\/div><div class=\"fusion-one-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><span style=\"border:5px solid #ffffff;\" class=\"fusion-imageframe imageframe-bottomshadow imageframe-1 element-bottomshadow hover-type-none fusion-animated\" data-animationType=\"fadeInDown\" data-animationDuration=\"0.1\" data-animationOffset=\"100%\"> <img loading=\"lazy\" src=\"http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR-Roof-4.jpg\" alt=\"\" width=\"800\" height=\"1022\"class=\"img-responsive wp-image-773\" srcset=\"http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR-Roof-4-200x256.jpg 200w, http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR-Roof-4-400x511.jpg 400w, http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR-Roof-4-600x767.jpg 600w, http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/09\/RR-Roof-4.jpg 800w\" sizes=\"(max-width: 800px) 100vw, 1100px\" \/><\/span><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-title title fusion-sep-none fusion-title-size-two\" style=\"margin-top:0px;margin-bottom:0px;\"><h2 class=\"title-heading-left\">RICHARD RUSSELL<\/p>\n<p>Writer. Copywriter. Creative Director<br \/>\n(UK; European; Global; Executive)<\/h2><\/div><p>Richard is one of the last remaining people on earth to like advertising. In a world where the word itself has become dirty, where ads struggle to have any cultural impact, and where ad-blockers are rightfully seen as the only way to get these crass and uninvited distractions out of your online eye line, he refuses to give up on advertising.<\/p>\n<p>Done right, an ad can be something useful and memorable that many millions of people can be touched by and respond to. No matter how many terrible ads are made, that truth remains.<\/p>\n<p>In a long career, Richard has occasionally made things both useful and memorable, but maybe not as often as he\u2019d like. He started at London\u2019s BMP in the mid-eighties and over the years has worked at some of London\u2019s greatest (and not so great) agencies on hundreds of different brands.<\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-third fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><p style=\"text-align: left;\">His best-known work was probably produced at Wieden + Kennedy, where he was responsible for much of the early years of the world-renowned Honda \u2018Power of Dreams\u2019 campaign \u2013 from the brand book that won the pitch, to the \u2018OK Factory\u2019 launch commercial,\u00a0to the launch Print and Radio, to the later \u2018Banana\u2019 print ad, and the Diesel \u2018Grrr\u2019 TV spot. (Today, Richard\u2019s original \u2018Grrr\u2019 concept of <em>\u2018Hate Something, Change Something\u2019<\/em>\u2019 is still being taught to underprivileged New York kids in workshops.)<\/p>\n<p style=\"text-align: left;\">In 2010, \u2018The Power Of Dreams\u2019 was voted <em>\u2018Campaign Of The Decade\u2019<\/em> by Campaign magazine. Despite this accolade, he says that it\u2019s only his second- favourite campaign, but I think he\u2019s just saying that for effect.<\/p>\n<p style=\"text-align: left;\">Outside of his day job, Richard has also written a successful golf book: <strong>MY BABY GOT THE YIPS<\/strong>. (<em>A small, curious volume\u2026it very nearly qualifies as a masterpiece <\/em>\u2013 The Sunday Times.) If the Amazon reviews are anything to go by, it might be worth placing an order. The book was reprinted in 2014 as a \u2018Sports Classic\u2019, ten years after it was first published.<\/p>\n<p style=\"text-align: left;\">Richard freelances as both a Creative Writer and Creative Director. If you\u2019d like a hand with anything then please just get in touch. His daily rate is less than it probably should be.<\/p>\n<p style=\"text-align: left;\"><a href=\"mailto:Ric.hardsell@hotmail.com\">ric.hardsell@hotmail.com<\/a><\/p>\n<p style=\"text-align: left;\"><b>+447768 266309<\/b><\/p>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-fullwidth fullwidth-box fusion-fullwidth-2  fusion-parallax-fixed nonhundred-percent-fullwidth\" style=\"border-color:#3e3e3e;border-bottom-width: 0px;border-top-width: 0px;border-bottom-style: solid;border-top-style: solid;padding-bottom:20px;padding-top:100px;padding-left:;padding-right:;background-attachment:fixed;background-color:#242424;background-position:left top;background-repeat:no-repeat;-webkit-background-size:cover;-moz-background-size:cover;-o-background-size:cover;background-size:cover;-ms-filter: &quot;progid:DXImageTransform.Microsoft.AlphaImageLoader(src=&#039;http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground-150x150.jpg&#039;, sizingMethod=&#039;scale&#039;)&quot;;background-image: url(http:\/\/www.richardlouisrussell.com\/wp-content\/uploads\/2016\/08\/SKYbackground-150x150.jpg);\"><style type=\"text\/css\" scoped=\"scoped\">.fusion-fullwidth-2 {\r\n                            padding-left: px !important;\r\n                            padding-right: px !important;\r\n                        }<\/style><div class=\"fusion-row\"><div class=\"fusion-section-separator section-separator\" style=\"border:1px solid #ffffff;\"><div class=\"section-separator-icon icon fa fa-file-o\" style=\"color:#ffffff;\"><\/div><div class=\"divider-candy-arrow top\" style=\"bottom:0px;border-bottom-color: #000000;\"><\/div><div class=\"divider-candy top\" style=\"top:-21px;border-bottom:1px solid #ffffff;border-left:1px solid #ffffff;\"><\/div><div class=\"divider-candy-arrow bottom\" style=\"top:0px;border-top-color: #000000;\"><\/div><div class=\"divider-candy bottom\" style=\"bottom:-21px;border-bottom:1px solid #ffffff;border-left:1px solid #ffffff;\"><\/div><\/div><div class=\"fusion-menu-anchor\" id=\"cv\"><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#3e3e3e;margin-left: auto;margin-right: auto;margin-top:50px;\"><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-two-third fusion-layout-column fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-title title fusion-sep-none fusion-title-size-one\" style=\"margin-top:0px;margin-bottom:31px;\"><h1 class=\"title-heading-left\">\n<p style=\"text-align: left;\">Richard Russell: Global\/European\/UK CV.<\/p>\n<\/h1><\/div><div class=\"fusion-sep-clear\"><\/div><div class=\"fusion-separator fusion-full-width-sep sep-none\" style=\"border-color:#3e3e3e;margin-left: auto;margin-right: auto;margin-top:;\"><\/div><p style=\"text-align: left;\">Feb \u2013 Sept \u201918: <strong>DDB BERLIN<\/strong>. <em>Interim Executive Creative Director (freelance).<\/em><\/p>\n<p>Oct \u201817 \u2013 Feb \u201918: <strong>CREATIVE FREELANCE<\/strong>.<\/p>\n<p>Mar \u2013 Sept \u201917: <strong>WCRS\/ENGINE<\/strong>. <em>Government\/Home Office Creative Director.<\/em><\/p>\n<p>Aug \u201816 \u2013 Feb \u201917: <strong>CREATIVE FREELANCE + GLOBAL TRAVEL<\/strong>.<\/p>\n<p style=\"text-align: left;\">Feb \u2013 July \u201916: <strong>INNOCEAN EUROPE<\/strong>. <em>Kia + Hyundai European Creative Director<\/em> (<em>freelance).<\/em><\/p>\n<p style=\"text-align: left;\">2010 \u2013 \u201816: <strong>DDB EUROPE<em>.<\/em><\/strong><em> Network<\/em> <em>European Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>McDonald\u2019s Global Creative Director.<\/li>\n<li>Mars Global Creative Director.<\/li>\n<li>Unilever Walls\/Ola Ice Cream European Creative Director.<\/li>\n<li>DDB network pitches and projects.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">2008 \u2013 \u201810: <strong>NITRO.<\/strong> <em>Executive Creative Director. <\/em><\/p>\n<p style=\"text-align: left;\">2007 \u2013 \u201808: <strong>SAATCH &amp; SAATCHI LONDON.<\/strong> <em>Toyota European Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Produced creative work that the markets wanted to use, rather than make their own ads (which had been the problem).<\/li>\n<li>Toyota Prius 90\u201d TV even ran in Japan, unheard of for a European ad.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">2005 \u2013 \u201807: <strong>OGILVY LONDON.<\/strong> <em>Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Oversaw the creation of a new European campaign for Toblerone that increased sales by 400%.<\/li>\n<li>Oversaw the creation of a new strategic direction and launch campaign for SlimFast that increased sales by 400%.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">2004: \u00a0\u00a0\u00a0\u00a0\u00a0\u00a0\u00a0<strong>FIRST BOOK PUBLISHED:<\/strong> \u2018<strong><em>MY BABY GOT THE YIPS<\/em>.\u2019 <\/strong><em>(Golf book)<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Sold around 10,000 hardback copies. Re-printed twice, most recently in 2014 as a \u2018Sports Classic\u2019.<\/li>\n<li><em>\u2018A small, curious volume\u2026it very nearly qualifies as a masterpiece.\u2019 &#8211;\u00a0<\/em>THE SUNDAY TIMES.<\/li>\n<li><em>\u2018The book all club golfers have been waiting all their lives for.\u2019 &#8211;\u00a0<\/em>GOLF WORLD.<\/li>\n<li><em>\u2018My friend found this book while we were in Portugal on a golf holiday. He read it in four days, finished it, and with a smile that suggested he was at one with the world of golf, passed it to me and nodded. It was one of the best gifts anyone has ever given me. I passed it on with the same confidence, knowing I was doing someone a genuinely good deed. I have now ordered it from Amazon so I can give it to my brother. I can&#8217;t think of many books that have touched me in the same way. It is a true pleasure.\u2019 <\/em>AMAZON REVIEWER.<\/li>\n<li>Author nominated for \u2018Best New Sports Writer\u2019 at National Book Awards.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">2004 \u2013 \u201805: <strong>WIEDEN + KENNEDY AMSTERDAM.<\/strong> <em>Vodafone European<\/em> <em>Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Led the successful pitch for the global Coke Football account.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">2000 \u2013 \u201804: <strong>WIEDEN + KENNEDY LONDON<\/strong>. <em>Senior Copywriter\/Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Part of the agency team that developed the Honda \u2018POWER OF DREAMS\u2019 campaign at pitch. Wrote much of \u2018THE BOOK OF DREAMS\u2019 that set up the new idea and tone of voice, and most of the launch work that introduced it.<\/li>\n<li>\u2018OK FACTORY\u2019 brand launch TV commercial. <em>(\u201cOne of the most original and powerful car commercials in years.\u201d <\/em>\u2013 CAMPAIGN.)<\/li>\n<li>\u2018POWER OF DREAMS\u2019 brand launch radio campaign. 2 x D&amp;AD Silver.<\/li>\n<li>\u2018POWER OF DREAMS\u2019 brand launch press campaign.<\/li>\n<li>\u2018BANANA\u2019 brand press ad. D&amp;AD Silver Nomination.<\/li>\n<li>\u2018STAMP\u2019 brand press ad. D&amp;AD entry.<\/li>\n<li>Diesel \u2018GRRR\u2019 commercial. <strong><em>The most awarded commercial ever made.<\/em><\/strong> Including 2 x D&amp;AD Gold; 8 x D&amp;AD Silver; Cannes Grand Prix; Cannes Titanium; and the Grand Prix\/Best In Show at every other major UK, USA, European and global awards festivals.<\/li>\n<li><em>\u2018GRRR\u2019 voted \u2018<strong>Commercial Of The Decade<\/strong>\u2019 by Adweek in America.<\/em><\/li>\n<li><em>\u2018GRRR\u201d voted <strong>\u2018Best Car Commercial Of The Last 25 Years\u2019<\/strong> by The One Show.<\/em><\/li>\n<li><em>\u2018GRRR\u2019 inducted into the Clio <strong>\u2018Hall Of Fame\u2019<\/strong> in 2012. <\/em><\/li>\n<li>Honda\u2019s revolutionary diesel engine was only fitted into the Accord model. In 2003, the year before \u2018GRRR\u2019 aired, Honda sold 518 Accord cars in the UK. In 2004, the year \u2018GRRR\u2019 ran, they sold 21,766, bringing \u00a3544m in sales.<\/li>\n<li>Today, the Honda \u2018GRRR\u2019 concept of \u2018Hate Something, Change Something\u2019 is still being taught to groups of underprivileged New York kids in workshops.<\/li>\n<li><em>Honda \u2018POWER OF DREAMS\u2019 voted <strong>\u2018Campaign Of The Decade\u2019<\/strong> by Campaign magazine UK.<\/em><\/li>\n<li>Since the \u2018POWER OF DREAMS\u2019 campaign started, sales of new Hondas have increased in record-breaking numbers.<\/li>\n<li>Mitchum: created a low-budget press and poster campaign for Mitchum anti-perspirant \u2013 a little-known, highly effective brand, languishing on the bottom shelf at Boots. The campaign had an unfashionable, but distinctive and quirky, look and feel. After two years Mitchum had become the fastest-growing deodorant in the sector, even though growth in the category was falling overall. Boots had also moved it from the bottom shelf to the top, where it remains to this day.<\/li>\n<li>Served as a UK judge on the 2003 Cannes Film Jury.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">1997 \u2013 2000:<strong>D\u2019ARCY LONDON.<\/strong> <em>Mars Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Within three months of joining had conceived and sold the Maltesers \u2018LITTLE BALLS\u2019 campaign. Arguably, at that time, the only work for a Mars product to win the approval of the industry, the client and the public. D&amp;AD entry.<\/li>\n<li>The \u2018LITTLE BALLS\u2019 campaign has now been running for 19 years.<\/li>\n<li>Won COI Child Literacy brief at pitch. Subsequent commercial generated a million phone calls. (Govt. require only 25,000 to deem a commercial a success.) D&amp;AD entry.<\/li>\n<li>Grand Prix at APG Planning Awards for COI Child Literacy.<\/li>\n<\/ul>\n<p style=\"text-align: left;\">1995 \u2013 97: <strong>BATES DORLAND LONDON. <\/strong><em>Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>Took over Compaq account as client was cutting projects and briefing other agencies. Initiated an award-winning Brand and Business print campaign that increased business sales, as well as client spend.<\/li>\n<li>Grand Prix at APG Planning Awards for Compaq campaign.<\/li>\n<li>Land Rover Discovery press ad used as question in an A-Level English paper.<\/li>\n<\/ul>\n<p>1987 \u2013 95: <strong>LEO BURNETT LONDON<\/strong>. <em>Copywriter\/Creative Director.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>First TV commercial \u2013 Biactol \u2018TWINS\u2019. To this day, the most successful worldwide commercial in Procter &amp; Gamble history. (Meaning: the commercial most often run, or re-made, across all P&amp;G global markets.)<\/li>\n<li>First radio campaign \u2013 Biactol \u2018SFX\u2019. A rare D&amp;AD entry for P&amp;G, back in the \u201880s, when that never happened. 2 x Creative Circle Golds. 2 x Independent Radio Advertising Golds.<\/li>\n<li>First multi-media campaign \u2013 Gordon\u2019s Gin \u2018GREEN\u2019 campaign. Won account at pitch with \u2018GREEN\u2019 campaign; made over 150 ads in five years. Launch cinema commercial made for \u00a37,000 (4 x 15 second spots, appearing between other ads); witnessed a cinema audience applaud it. Contacted by a man who wanted one of the (actual-size) 48-sheet posters to stick on a wall inside his huge 16th century mansion. Enthusiastic national media interest. 1992 Eurobest Poster Grand Prix. Cannes Silver.<\/li>\n<li>First Creative Director post on Gordon\u2019s account. Developed enjoyable, trusting, successful relationship. Over CD period, and \u2018GREEN\u2019 campaign, Gordon\u2019s was the only gin to hold its sales steady in a declining market.<\/li>\n<li>Vortex \u2018BOTTLE\u2019 TV (shot in 10 minutes at the end of another shoot) won top award in the ill-fated (and ill-judged) industry initiative \u2013 The \u2018Best Ad That Never Ran\u2019 Awards in \u201994.<\/li>\n<\/ul>\n<p>1985 \u2013 87: <strong>BOASE MASSIMI POLLITT LONDON. <\/strong><em>Junior copywriter.<\/em><\/p>\n<ul style=\"text-align: left;\">\n<li>First press campaign \u2013 Clarks Desert Boots. Shot by Helmut Newton, it generated national media coverage and increased sales by 200%.<\/li>\n<li>Campaign Press Silver.<\/li>\n<\/ul>\n<div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-one-sixth fusion-layout-column fusion-column-last fusion-spacing-yes\" style=\"margin-top:0px;margin-bottom:20px;\"><div class=\"fusion-column-wrapper\"><div class=\"fusion-clearfix\"><\/div><\/div><\/div><div class=\"fusion-clearfix\"><\/div><\/div><\/div>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":1,"featured_media":0,"parent":0,"menu_order":0,"comment_status":"closed","ping_status":"closed","template":"100-width.php","meta":[],"_links":{"self":[{"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages\/567"}],"collection":[{"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages"}],"about":[{"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/types\/page"}],"author":[{"embeddable":true,"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=567"}],"version-history":[{"count":17,"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages\/567\/revisions"}],"predecessor-version":[{"id":869,"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=\/wp\/v2\/pages\/567\/revisions\/869"}],"wp:attachment":[{"href":"http:\/\/www.richardlouisrussell.com\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=567"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}