Jon Hallowell, former director of art at IAS b2b Marketing, has joined Marketecture as its group creative director.
Hallowell, who has also had roles at Attik and Madhouse in the past, has been tasked with extending the creative offering from the Manchester b2b agency while also heading up the creative team structured around dedicated ‘on and offline’ creative divisions.
Michael Clark, managing director of Marketecture, commented: “Jon’s approach is exactly what we need to take us forward into our ambitious next stage of growth. Despite the recent economic downturn we’ve just had our best year yet and Jon’s appointment fits with our plans to be a renowned b2b specialist agency, synonymous with outstanding strategic creative ideas.”
Hallowell added; “There’s a widely-held misconception that b2b creative is constrained by low budgets, dry subject matter and risk averse budget holders,” said Hallowell. “The truth is these factors prevail across both b2b and b2c. The real issue is that b2b is bloody hard work and that’s why the majority of creative is lacking that spark of genius or killer insight.
“It’s more challenging to nail a concept that successfully engages multiple stakeholders, across multiple channels - all at different points in the buying cycle. But this complexity only adds to the intellectual thrill when your creative cuts through the issues and engages the marketplace.”
He concluded by explaining that his aim was to ‘raise the bar for b2b creativity’ and would work with the management team to grow the agency’s client base in a bid to compete with ‘the big boys’.