Ex-Saatchi and Saatchi global creative director joins Connect
James Sinclair, a former global creative director of Saatchi and Saatchi, has been appointed as executive creative director at Wolverhampton-based Connect Group.
The highly-respected copywriter and creative, whose career has spanned Ogilvy & Mather as executive creative director, DDB as director of creativity and Bartle Bogle Hegarty and TBWA as senior writer, has been working on a freelance basis for the last year.
He is the man behind both the Johnnie Walker ‘Keep Walking’ campaign and the James ‘Double Life’ Sony Playstation commercial.
Sinclair explained that he had wanted to work at an independently owned and run agency for years.
He said: "It's where I started. It's the most fun I've had in advertising and my interest has gravitated to helping to grow an agency brand and have a proper impact on its progress. Not so feasible at the giant networks.
"Agencies go through a typical life cycle. The best years are always when the founder member is still in the building. When that source-energy and inspiration is still on tap.”
Sinclair went on to describe Connect as "a BBH for the Midlands".
“I was, of course, attracted to their current clients," he said. "Who wouldn't be attracted to the likes of Bentley, Jaguar, Goodyear, Brintons?
"Just as impressive was the way these brands were handled. Market insights that nailed each sector, supported by a breadth of tones of voice that were also right on the money. From HiQ's customer reassurance to the category challenging, Brinton's carpets. Rock solid thinking in the Doyle Dane Bernbach tradition with flawless execution.
“Having worked at each of those ground breaking agencies I can truly appreciate how rare a combination that is - inside or outside of London."
He continued: "Connect Group is an agency well and truly ready for the next level and if I couldn't spot that I wouldn't be very good at what I do. The final piece of the puzzle being the attitudes of Rob Hampton and Antony Green. Without question they have first class industry savvy.
"But in addition there’s a certain rose coloured appreciation of great work. For me that’s the one most important ingredient in any great business. A love of what you do. In the creative department the biggest mistake is to try and write an 'ad'. You should be trying to solve a business problem by trying to 'connect'.
“The equivalent in business, I believe, is that you get into it just to make money. These lovely people are in this business for the love of it. That romantic view is the what makes you strive for something better. And wouldn't you know it - success has shown up as a result. For me that's the magic ingredient. The spark. They’ve got it. I'm in.”