Friday 8 October 2010

Connect appoints James Sinclair

James Sinclair, a former global creative director of Saatchi and Saatchi, has been appointed as executive creative director at Wolverhampton-based Connect Group.

One of London’s most highly awarded writers and creative directors, he brings a wealth of experience of some of the world’s greatest agencies and brands - in sectors as diverse as automotive and alcohol to fashion and beauty.

James’ notable work has included the ’Keep Walking’ campaign for Johnnie Walker whiskey, which boosted global sales by 12 per cent in the first three months of breaking and went on to propel the brand to global dominance of key markets with share gain in certain regions of as much as 60 per cent.

James’ ‘Double Life’ commercial for Sony Playstation transformed the gaming market, broadening its appeal and credibility and taking gaming from the bedrooms of pubescent boys to the masses. This commercial has won James a place in the Clio’s Hall of Fame.

His ‘Lost Dog’ Volkswagen print execution won Campaign’s press ad of the year and was lauded as a worthy contributor to that brand’s iconic heritage of class leading communications.

James is a passionate advocate of brands, brand character differentiation, and that underused old fashioned term, goodwill.

Speaking about his move to Connect, James said: “I have been looking to join an independently owned and run agency for years. 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. “Of Connect specifically, I was, of course, attracted to their current clients. Who wouldn't be attracted to the likes of Bentley, Jaguar, Goodyear and 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. A BBH of the Midlands. “Having worked at each of those ground breaking agencies I can truly appreciate how rare a combination that is - inside or outside of London. “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.”

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