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Former BETC London chief executive Matthew Charlton launches blog on The Drum

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By The Drum Team, Editorial

February 3, 2014 | 2 min read

Matthew Charlton, co-founder and until recently CEO of BETC London, has launched his new blog on The Drum today writing about life in the advertising business.

It is a subject Charlton knows well having also previously served as global business director of Bartle Bogle Hegarty, managing director of TBWA\London and worldwide president of Modernista! He spent nearly three years at BETC London before leaving last month.

Charlton kicks off his new regular column with a piece calling for advertisers to take heed from the courageous advertising approach deployed by Brit brand Newcastle Brown Ale at this year's Super Bowl.

He writes: "They had the courage, with the client, to be brave and break new ground. It was originally executed and across multiple platforms. When you make something like that you often get halfway through and wonder if it’s really going to work. The great teams just get through it and use that energy to make it even better. I can also guess how much work and effort went into making this campaign from everyone at the agency. Where there is bravery and courage great things happen."

Charlton is the second regular contributor to be announced today after we earlier confirmed that former IPA director general Hamish Pringle had joined our blogging ranks.

You can read Charlton's column in full here.

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