Mark Ringer, former executive creative director of TBWA\Tequila Hong Kong has joined Anthem! Worldwide as it begins to overhaul it’s global positioning.
Ringer joins the packaging design agency as it aims to adopt the ‘brand ideas from the shelf out’ approach which is claimed will enable ‘true channel neutrality’ with the campaign idea being influenced by the brand essence.
Jo Boyd, Managing Director of Anthem Worldwide, explained:“Packaging is the purest expression of a brand idea. At the critical moment of truth when someone has their wallet in one hand and the pack in the other, that’s when the brand idea has to work its hardest. Consequently, it makes sense that pack design is at the heart of a brand’s communication strategy so that shoppers associate off the shelf marketing activity with the brand when making critical purchasing decisions.
“We have already rolled this approach out successfully for some of the world’s most recognisable brands including Grolsch and Calvé, the execution of which has been handled by ourselves and by other agencies," added Boyd.
Ringer added his delight in taking up his new role;"Too often Creative Leaders of traditional agencies find themselves in a frustrating position where critical brand decisions have been made before they have had the chance to influence them. Anthem lives and breathes upstream of advertising but now will use its expertise 'on the shelf' to create market-clobbering campaigns."