One of our D&AD Membership perks is our Members’ Spotlight feature that takes a moment to celebrate the work of different industry professionals. Each interview gives creatives a virtual soapbox, asking what they’re currently working on, what are they most proud of, and if there were one piece of work they wish they’d been responsible for, what would it be?
Meet Freddie Powell...
Introduce your agency
I work at Wieden+Kennedy, one of the few remaining independent ad agency networks. As a result, there is a confidence and independence to the work itself, and in the approach to every brief. It feels a little bit like working for someone who believes in doing what they feel is right rather than bending to pressure from the crowd.
What are you currently working on?
Hollie and I spend most of our time between US chewing gum brand Stride and Lurpak Global. They’re polar opposites and both come with pretty huge challenges.
Stride: How do we make noise in a category that’s in fast decline with little to no money? It’s a hefty challenge but we’ve built a relationship with our client where they’re game for some pretty ‘out there’ ideas. There’s plenty in the pipeline but we’ve been developing a bit of a tone for them and using some interesting media outlets. It’s by no means the finished article yet but the work gets more and more interesting as we develop it for snackable platforms like Snapchat. It’s hard graft but we all love it.
Stride - We Hired the World's Best Lawyer
Lurpak is a different kind of problem. It’s a brand that’s famous for innovative advertising. It’s easy to rest on those laurels and continue to put out a tried and tested formula. But hats off to our clients, they are as keen to push the work to new and surprising places as we are. We’re constantly asking ourselves, ‘where next for Lurpak!?’. Invariably, when probed on which accounts new starters would most like to work on, ‘Lurpak’ is their first answer. It’s a killer account.
Lurpak Cook's Range - Adventure Awaits
What work are you most proud of?
Nike’s Write the Future. The World Cup brief comes around every four years and it’s usually with the same goal in mind, ‘how can we own the conversation around the world cup when we’re not allowed to mention it?’. My script just so happened to be picked. It took me around the world and plonked me in the trenches with some seriously talented people. I just learnt so, so much and in fact, the success of it is down to those guys. Plus I fulfilled my childhood dream of working with the Simpsons.
Nike Write The Future - World Cup 2010 Commercial
What work from our archive makes you think, I wish I’d done that’?
Different work for different reasons: ‘The Best Job in the World’ is lightning in a jar. They created a worldwide story with little to no budget. And you just can’t argue with that.
In terms of writing, I live in permanent jealousy of the Old Spice guys. Consistently putting out hilarious content and ideas. I wish I was funnier.
Old Spice | The Man Your Man Could Smell Like
And finally – the iPod. Probably the most seminal piece of work in the entire D&AD archive. People will talk about it for decades to come. Who wouldn’t want to be able to say, ‘I designed the iPod’!?
What’s the best advice you’ve received during your career?
It’s not advice per se. More something that W+K ECDs Tony Davidson and Kim Papworth would say to us on a regular basis, ‘I love it. It’s great. And we’ve got it in the bag. Now go see if you can better it’. It’s the most brutal thing to hear but it teaches you that no matter how good you think something is, it can ALWAYS be beaten or improved. It’s scary because your job is never done.