Arrows Jury

When double-acts go wrong: Butch & Steve, Morecambe & Dumb, Mac ‘n’ Cake, Idea without Craft

Alex Grieve started his career at Saatchi & Saatchi (with his creative partner Adrian Rossi) under Paul Arden, before leaving to join BBH where they remained for 14 years. During this time they created award winning work for companies such as Levi’s, Audi, Barnardo’s & British Airways.

After a year at digital agency Isobar, then known as Glue Isobar, they joined AMV BBDO in 2011.

Together they created work such as Guinness “Cloud” & “Clock”, Eurostar “Stories are waiting” as well as the Sainsbury’s Christmas ad, “Mog”.

They have won multiple awards across all the major shows including multiple Cannes Golds & multiple D&AD Yellow Pencils.

In 2013 they were appointed as only the 4th generation of ECD’s in AMV’s history.

Since then AMV has been Agency of the Year at D&AD (twice), British Arrows (twice), Creative Circle (three times), Big Awards and has also won multiple Lions at Cannes.

They were voted the Top Creative Directors in the World last year.

Alex was appointed as Chief Creative Officer of AMV BBDO in 2019.

The most memorable ideas are always the ones that are executed beautifully. This seamless union allows good ideas to shine and truly special work to dazzle

Anthony is Chief Production Officer at adam&eveDDB and adam&evenyc. He oversees Integrated Production which brings together the skills of TV, digital and print production under one department, cain&abel (adam&eveDDB's content arm) and Project Management.

He has worked in production for over 20 years, on both the agency and post production company side, across TV and digital production. Prior to working at adam&eveDDB he was the Head of Output at JWT and also worked at The Moving Picture Company where he ran their digital division.

During his career Anthony has worked at several top advertising agencies including Saatchi & Saatchi, Lowe Howard Spink, Grey, CDP and CHI & Partners, joining as Head of TV and later being promoted to Head of Production. During his time in charge of production at CHI & Partners the agency won BTAA Agency of the Year.

Anthony has been the Chairman of the British Arrow Craft Awards and a D&AD juror.

The only way to create impact is to beautifully craft a compelling idea

Cindy Tervoort joined HEINEKEN's UK business as Marketing Director in January 2016. She started her career at Unilever in the Netherlands in 1996, where she held various marketing and sales positions before moving on to PepsiCo Netherlands in 2006. She was appointed Marketing Director at PepsiCo Netherlands in 2008. In 2011 she moved to the UK to lead the marketing of PepsiCo’s cereal business in the UK and later moved to a regional role, being appointed Head of Marketing for Cereals for Europe and Africa.

Our ideas are just chemicals bouncing around our heads until we actually make them into something. So, it's this bit that really matters. The bit where we can still cock it all up, or make it magnificent.

Danny has been lucky enough to be Creative Director at some great agencies, including TBWA and Mother. He’s bagged lots of awards at British Arrows, Cannes, The One Show, Creative Circle and D&AD. His Hovis commercial Go on lad was voted Ad of the Decade by ITV viewers in 2010.

He co-founded Lucky Generals in 2013. The agency was runner-up in Campaign’s Agency of the Year in 2015 and 2016, and was named Britain’s Ballsiest Agency by The Drum.

We often refer to ideas as our babies. If that’s the case, then craft is how we dress them for school. If you’re fine with them going in with piss stained pants and 4 stripe trainers, let that be on your head.

Dave Wigglesworth, a living contradiction. The world's most mundane first name striding hand in hand with the world’s stupidest second. Learning to live with this and the cruel kids of English schools is most likely the foundation of his twisted sense of humour.

Dave went on to spend his youth failing to skate, playing in terrible skramz bands and watching too much Dirty Sanchez. With a keen interest in counter culture, he worked for music journals writing on and reviewing bands as well as going on to design and create merch for them. These questionable life choices led him down a slippery educational slope resulting in studying Advertising & Design at Leeds College of Art.

From Leeds, Dave ventured to London in search of a creative partner and job. That’s when he found his partner in crime, Ed Redgrave. Together they blagged their first paying job at St Luke’s, went on to work at Fallon and Mcgarrybowen before finding their current spiritual home working under David Kolbusz at Droga5 London. There they have helped win pitches for brands such as Amazon Prime and GoCompare and have gone on to make award winning work for clients including Amazon, Kwiff, Secret Escapes and Bulk Powders.

They have been lucky enough to work with and learn from such directors as; Steve Rogers, Tim Godsall, Jeff Low, Harold Einstein, Sam Brown, CANADA, Gary Freedman, Aaron Stoller, Brian Baderman, Sam Hibbard, AB/CD/CD, Tomas Skoging and Malcolm Venville among others.

As a team, their work has been recognised internationally at Cannes, British Arrows, D&AD, One Show, Clios, ANDY’s, Kinsale, Campaign Big, Creative Circle, London International Awards and Young Guns.

Craft can interpret the idea in multiple ways, hopefully adding a visual depth to original idea.

With over 25 yeas experience in VFX for film and commercials, Fi has an unrivalled wealth of industry knowledge and experience, is leading in her field of expertise and arguably one of the most respected and connected MD’s in the business.

Ambitious and driven, Fi started her career in post-production as a receptionist at The Mill before moving into production at Imagination and Propaganda Films and has produced VFX on iconic campaigns for Honda, Lurpak and Nike.

Formally Freefolk’s Head of Production, Fi was instrumental in leading the company from a small boutique studio to the established VFX house it is today. Fi has been running the business since 2018 with Joint MD Vittorio Giannini, oversees both the long form and commercial divisions and has been key in the company’s success in recognisable advertising campaigns including; Warburtons, I’m A Celebrity, O2,Confused and Cadbury, as well as the Emmy winning, BAFTA nominated VFX work on The Alienist for Paramount TV.

Fi’s naturally positive disposition for seeing the best in people, her passion for post and VFX, as well as her natural ability to nurture talent, creates an unrivalled creative environment at Freefolk with the industry’s most sought after VFX artists and producers working alongside her.

It is so exciting to celebrate those that originate the ideas together with those that add the colour and bring it to life. This is truly best in show.

Originally from Canada, Genevieve started her career working in film and television in Toronto and New York before moving to London to pursue a career in advertising. She has worked as producer on both the production company and agency side with leading companies BBH, Wieden+Kennedy, B-Reel and BETC, where Genevieve is presently Head of Production.

We honor both idea and craft because – from the first scribble of a thought on paper, to the final tweak of a pixel in grading – these two things are joined at the hip, and it's only when both are done to the best of your ability that you might just produce greatness.

Graeme is Creative Lead at Google Creative Lab in London.

He was lucky enough to start his career in 2004 at DDB London, learning from some of the best – including the legendary John Webster.

During his 5 years at Bishop’s Bridge Road he created work for Volkswagen, Harvey Nichols, and Marmite. He commissioned an ice-carving of a life-size VW, chased an inflatable speech bubble down a beach in Malaga, and composed a song from car sounds with Paul Hartnoll.

In 2009 he moved to Madison Avenue, where for three years he creative directed work at Y&R New York for a variety of clients, including the world’s first ever Invisible Pop Up Store for Airwalk. He lived in Brooklyn, got married, and rescued a cat.

His next move took him back to Europe, where as Creative Director for 180 Amsterdam he lead the launch of Playstation 4.

Then, in 2014, he returned to London, and took up the position of Creative Lead at Google Creative Lab.

Over the last 5 years he’s helped people step inside Abbey Road Studios, hunt for the Loch Ness Monster, find information and resources when they're caught up in a crisis, develop tangible programming products, make Google do it, understand how self-driving cars work, and make the most of Summer. For the one week it actually turns up.

A great idea elevated with beautiful execution requires exceptional skill, hard work and vision from everyone involved, from the client, through to the agency, to the runner on the studio floor. It’s the ultimate team game.

Heather Wright is a BAFTA winning creative producer with over 30 years' experience and is a passionate advocate for the creativity that comes from bringing unexpected people together from diverse backgrounds and industries.

Working at Aardman for 20 years, she has developed the Partner Content division to create animated and interactive content for third parties. seeking out collaborative partnerships across different industry sectors and most importantly, nurturing talent to deliver new types of content.

Aardman produces successful animated feature films. series. specials and advertising content in stop frame, CGI, 2D and mixed media. Over the last 10 years the studio has grown its interactive work particularly in the areas of VR, AR, mobile games and location based interactive experiences, recently releasing its first console game 11:11 Memories Retold with Japanese Distributor Bandai Namco.

Aardman's mission is to be the most inspirational animation studio in the world and to work towards the greater good in society. Heather devotes every working day towards achieving that goal with her team.

Amazing craft can’t resurrect a bad idea and we all know a great idea can get killed by a bad execution. Those dudes need each other.

James studied Film & Video at art school in Kent before completing an MA in Dundee at The Duncan of Jordanstone School of Electronic Imaging. It was here that he met Mike Skrgatic.

After establishing themselves in Soho as Flame artists, James spent two and a half years working as a VFX supervisor in Mexico City (long story). He returned to London where he worked at various leading post production companies. In 2008 and with a desire to create something new, Mike and James bought a Flame and set up their own company.

Time Based Arts has grown to be considered one of the most creative VFX companies in London. Its success has been based on its independence and desire to work with the best makers in the industry. It has won numerous awards for various projects in that time. James and Mike have collected awards including Clios, LIAs, D&AD Pencils, Creative Circles, British Arrows, and Kinsale Sharks for their work in VFX and more recently as directors. In 2018 they were named in the Saatchi & Saatchi New Director’s Showcase. With the addition of grading, Time Based Arts has become more involved with long form TV and feature work. James and Mike acted as associate producers on the documentary feature McQueen which received two BAFTA nominations in 2019. Their love of a good project whatever the format continues to lead them in new directions and ways of working.

Creating great creative work isn’t a science. You can do all the research you want, but sometimes it’s just about following your gut instinct.

Kemi is a champion for the power of creative communications to deliver business-changing results for IKEA, and in her long tenure, has been behind some of the iconic Swedish retailer’s most memorable campaigns.

From flying T-shirts, dancing ghosts and letting a troop of monkeys loose in the middle of the Costa Rican jungle, Kemi is known for creating brave, bold and standout work. Much of the creative she’s commissioned has stood the test of time, with some of her proudest achievements being ‘Playin’ With My Friends’ ‘Beds’ and more recently, ‘Silence The Critics’

Since 2014, they have all been under The Wonderful Everyday brand platform which continues to deliver strong growth for the brand. As a culturally-resonant brand idea, rooted in IKEA’s founding purpose, it provides a rich and fertile platform for communication across web, retail, staff training and advertising.

Kemi heads up the diverse range of Content and Communication and is responsible for all of IKEA’s campaigns in the UK and Ireland.

It's pretty exciting getting to celebrate the skill, love, energy and dedication that's poured into both creating brilliant ideas, and bringing them to life. And there's a lot to celebrate over the last 12 months - I can't wait to get stuck in.

Olly used to enjoy making little home videos on a high-8 camera.

So, he got a job as a runner at production company Harry Films to find out more, and then kind of blagged his way into a job as a cameraman at Rapido TV. He ended up learning quite a lot about production there, whilst shooting for such high-brow shows as The Girlie Show and Eurotrash.

This interest in production and bringing ideas to life led him into the world of advertising agencies, and a job at Grey London, where he learnt how to be an agency producer.

Once he'd cracked that he moved to VCCP, where he now runs the Broadcast Department and is loving being a part of their journey.

An idea can turn to dust or magic, depending on the talent that rubs against it. – Bill Bernbach

After stints in production, A&R and artist management, Patrick started his agency career with Hamburg-based independent agency Grabarz & Partner where he was promoted to Head of Production in 2011. During this spell he produced campaigns for Volkswagen, Vodafone, Ikea, EDEKA, Sennheiser and many others. In 2014 he joined adam&eveDDB as Global EP on the network’s international Volkswagen campaigns, he also worked on campaigns for, Lloyd’s Banking Group, Budweiser, McCain, Lipton, Temptations, Haig Club, FIFA18 & H&M. In 2018 he joined Havas London as Joint Head of Integrated Production. In this role he is responsible for all audio-visual output of agencies Havas London, Helia and Field Day. Patrick’s work has won awards at all the big festivals and he has been a speaker or judge at award shows around the globe.

An idea without craft can’t be expected to resonate or be remembered. It tends to just occupy a space before disappearing into obscurity.

Rebecca is Head of Broadcast at Karmarama and is responsible for all the moving image output of the agency.

Since moving to Karmarama in 2016 she has worked across all the agency’s clients including award winning campaigns for Confused.com and the Army.

Before moving to Karmarama Rebecca was Deputy Head of Broadcast at JWT, and has previously worked at many other of London’s top agencies including AMV BBDO, Mother, RKCR/Y&R, Leo Burnett and VCCP.

Idea and craft deserve each other. Great ideas deserve to be brought to life in the best possible way and there’s nothing worse than slaving over something if it’s a terrible idea.

Becca Pottinger is a Creative Director at BBC Creative.

Before the BBC she spent time at Droga5 New York, Wieden+Kennedy London and Tokyo, and Fallon, working across some of the world’s biggest brands, from Nike and Under Armour to Honda and Spotify.

Put very simply, it’s so important to honour both idea and craft together as it’s impossible to do justice to an idea without great craft; in all the best ads they are inseparable twins, sharing a bond which makes it impossible to think of one without thinking of the other.

Rebecca joined the advertising industry in 1989 and in 1994 became one of four founding partners of a start-up agency, MWO, where she worked for 9 years, overseeing all production and helping grow the business, seeing it reach the Campaign Top 30 after just 4 years.

After freelancing for 5 years and pursuing her passion for travel, she joined Saatchi & Saatchi as a Senior Producer in 2008. She became Deputy Head of Integrated Film in 2014 and Head of Film in 2018.

She has produced award winning work for a diverse range of brands and sat on various juries such as D&AD, Adstars, APA and Ciclope.

She lives in London with her husband and young daughter.

An idea without craft is like hair without a comb

Rob is a Creative Director at McCann London with joint responsibility for brands including Wimbledon, Just Eat and Nurofen.

With almost twenty years industry experience, his work has been recognised at every major international award show.

Career highlights include transforming Argos from a catalogue retailer into a modern, digital brand, creating John Smith’s legendary Peter Kay campaign, and helping to make Wimbledon’s In Pursuit of Greatness campaign a regular fixture at awards shows.

He has been awarded British Arrows across multiple brands for both idea and craft. He once ate 7 bags of Monster Munch in one go.

The balance of craft and idea is at the heart of everything that is great about what we do and what elevates campaigns from the ordinary to something that helps to create culture.

Rupert Reynolds-MacLean started as Managing Director of Biscuit Filmworks UK in May 2017 and has a wealth of experience in commercial production, branded content, and strategy. Prior to Biscuit, Reynolds-MacLean worked in the commercial industry in the London for 10 years and has held various roles from production to sales and has launched a number of young directors in to the UK market.

Make it less shit and more good - Not my quote, but from my first boss, after looking at a layout I presented. It has stuck with me.

Sam is a director at Somesuch.

Before that he was a creative at Fallon London, Glue Society and Grey London.

Before that he worked in Australia and the Middle East.

Before that he was a check out operator at Woolworths.

He comes from Wollongong, Australia.

I am excited and honoured to be a judge, and look forward to seeing the strategic and creative elements of some of the best campaigns of the past year

Suzy has worked in marketing for over 25 years - always Client side. She spent ten years at Disney, focusing on the US Theme Parks during an exciting period where travel to the US became more accessible and popular.

The past 15 years at Visa has included leading Sponsorships and Partnerships (FIFA World Cup, Olympics and Formula E), a pan-EU activation role and most recently Marketing Director for UK and Ireland. In the last year she has worked on 3 purpose driven campaigns with the Publicis Power of One team (Saatchi, Starcom and Digitas). Two Christmas campaigns supporting independent merchants on our high streets staring real shopkeepers singing iconic songs (Maria Carey’s ‘All I Want for Xmas is You’ and Queen’s ‘Somebody to Love’) to encourage the public to visit their high streets. She also led the development of the global campaign for the 2019 FIFA Women’s World Cup Campaign highlighting Visa’s support for female empowerment - both on and off the pitch.

The difference between good and great is usually in how well it's crafted.

Tor Fitzwilliams is the Managing Director and Executive Producer of Anonymous Content’s UK division. Overseeing the production company’s UK presence, she connects creative agencies and brands with some of the industry’s most sought-after directors, including Alejandro G. Iñárritu, Alfonso Cuarón, Autumn de Wilde, Johnny Green, Malcolm Venville, Mark Romanek, and Tim Godsall.

With over 15 years of production experience, Fitzwilliams has worked across sales, strategy and talent management with some of advertising’s most prolific directors and most iconic work. She began her career at production company Blink, where she first developed her appreciation for craft and aesthetic. She then joined Smuggler London as Head of Sales, where the company quickly went on to win the British Arrows (then BTAA) Production Company of the Year in 2011. She later moved to Smuggler New York to head up their East Coast Sales, before returning to London as the Executive Producer of Stink Films.

With an inherent passion and understanding for the importance of craft, she has also served on many juries, including Film Craft at Cannes Lions and, most recently, last year’s Film Craft jury for Creative Circle.

Now more than ever, we must ensure an idea feels relevant and engaging for an audience by collaborating with storytellers that have a fresh and diverse voice, thereby valuing craft as highly as the idea itself.

Victoria is the Head of Film Production at BBH London. She has worked in production for 14 years, beginning her career in the film industry. She moved from production company to agency side in 2008. Via VCCP and CHI & Partners she grew into a producer at adam&eveDDB, working on award-winning work for John Lewis, Harvey Nichols and Foster's. She joined BBH in 2014 and has produced work for most clients in the building including Absolut, Audi, Samsung, Diamond Producers Association and St John Ambulance. In 2016 she became a Partner. Her recent work for Absolut has been widely awarded at the British Arrows, D&AD and the Campaign Big Awards. She has more recently produced the Diamond Producers Association film directed by Ian Pons Jewell.

Victoria has an incredible passion, knowledge and dedication to film. She leads and nurtures the film production team at 60 Kingly Street, developing important new production partnerships in the wider industry and championing emerging talent.

For years - I thought it was ALL about the idea. It’s only recently, since working with an incredible design team that I’ve truly appreciate the importance of craft, and the sweet spot when both work in unison.

Vix Jagger is a Creative Director at Anomaly London. Most recently creative directing the global campaign for Unilever which is launching in markets across the world. The work created bespoke animations for each country that brought to life the thought that ‘Every U does good’ in both TV and digital. The work created proved so successful, it is now forming the basis of Unilever’s new global rebrand which launches in November this year. She can now say ‘Every U does good’ in 5 languages.

Previously Vix worked at both DDB and BBH. While at BBH she created the hugely successful viral film #WhatIReallyReallyWant to support the UN’s Global Goals and to improve conditions for women in developing countries. The film was a remake of the Spice Girl classic ‘Wannabe’ with women from the countries most affected performing the girl power anthem. The film received over 150 million views worldwide and made headlines across the globe, appearing in shows like Good Morning America and channel 4’s Gogglesprogs. Best of all, the film and all its responses were then shared at a UN - affecting future policies and helping make real change.