7 things he learned at wieden+kennedy

Russell Davi

Russell Davies is one of the world’s top planners, currently Head Planner atOgilvy.

His most aclaimed work was made in his 10 years in Wieden+Kennedy, that he left in 2006. Back then, he wrote an insightful article about the key points ofW+K‘s success.

Hire advertising people, you get advertising

When W+K was founded, it was difficult for its founders to attract talented admen to Portland. So they hired peopled from other areas or kids straight out of school. This people did not think about traditional advertising and that is why their message doesn’t look like advertising: they actually ended up pushing advertising further.

The key to creative genius: work harder

If you work harder and better, you’re more likely to produce great work.

You can’t divorce the medium from the message

You don’t just fill 30 seconds of tv frames or one page in magazines. You must also think the medium. So if both works are connected and equally important, don’t let others do your job.

Do good work, the money will follow

Hold everyone to the same standard

The agency was basically divided between Nike and Microsoft. As for the first client, good ideas were produced every 5 minutes. As for Microsoft, an uncool brand, it was harder. Nevertheless, the agency’s policy was to demand quality work no matter what client.

You can tell from the work if people enjoyed making it

Energy and excitement in the workplace lead to first-rate ideas.

Brands that influence culture sell more

Everyone in W+K was trying to create a new culture. That thoughtwas  reflected on the brand’s image and success.

I highly recommend you to read the full article.

W+K was founded in 1982. And even though these principles were written in 2006, it’s still amazing how many of them weren’t yet absorbed by other agencies.