David is a separately branded creative satellite of the Ogilvy Group within WPP, and has established a reputation for unexpectedly bold, often quite edgy work. It has enjoyed significant success at awards festivals since launch, picking up Grand Prix at two successive Cannes Lions festivals in 2016 and 2017, and it has a close relationship with the three major advertisers owned by Brazilian investor 3G Capital: AB InBev, Kraft Heinz and RBI. These three groups between them now account for a large part of David's client billings. Ogilvy & Mather first established David - named in honour of network founder David Ogilvy - as a satellite unit in India in the early 2000s, but that business was eventually absorbed into what was left of the Bates Asia network in 2007. The brand was resurrected in 2011 in Brazil and Argentina to mark the 100th anniversary of David Ogilvy's birth by Brazilian executives Fernando Musa (also now CEO of Ogilvy Brazil) and Anselmo Ramos, together with Argentinian Gaston Bigio (then Ogilvy's Latin America creative chief). Ramos transferred to the US in 2014 to launch a third outpost in Miami, which became lead agency on Burger King's US account. However, he and Bigio left David at the end of 2017 to launch their own independent agency, Gut, and were later joined by several of David's key creatives. Musa remains chairman of David, with Sylvia Panico as global COO. Pancho Cassis was named as chief creative officer in 2019. At the same time, the agency opened its first European office, in Madrid. In 2019, David Miami produced three of the most notable ads of that year's Super Bowl for Budweiser, Burger King and Devour; then two more in 2020 for Budweiser and Turkish Airlines. Its daring "Moldy Whopper" campaign for Burger King, produced in partnership with INGO Sweden and Publicis Romania, was the single most awarded campaign of 2020.
Capsule checked 26th February 2021
Adbrands Account Assignments tracks account management for the world's leading brands and companies, including details of which advertising agency handles which accounts in which countries for major markets
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Adbrands Update 27th Apr 2021:"Confusing Times". Burger King completely nails the many dilemmas we face as we emerge, blinking, into the harsh sunlight of a post-pandemic dawn. For example: are you just working from home...? Or living at work? There are many more brilliant absurdities to be relished in David Madrid's superb extended film for the Home of the Whopper. None more absurd than the fact that the new Impossible Whopper contains no meat but still tastes exactly like a Whopper. Truly a world-class piece of creative.
Adbrands Daily Update 5th Nov 2020: "Don't Let Oily Skin Get In The Way". We've remarked before on the unusually blunt (and occasionally gross) nature of Thai advertising, but actually that's a trait that's common across much of South East Asia. There are things they happily accept in advertising there that we more finicky Westerners might blanch at. Here's a fine example in a very funny and startlingly bold spot for Unilever's Pond's skincare brand: a meet-cute film which suddenly twists in an entirely unexpected direction. Just to complicate matters, though it's made for the SE Asia market, primarily Indonesia, it was actually developed in Spain by the Madrid outpost of WPP's David creative hothouse. But don't expect to see a European or US version any time too soon. This might be a gag too far for us sensitive Western males.
Adbrands Daily Update 10th Aug 2020: "Late Night Stores". Burger King once again shows itself to be one of the most daring of advertisers, managing to turn negative into positive, this time to promote its late night delivery service. This year's extraordinary 'Mouldy Burger' film demonstrated the gradual decomposition of a Whopper as proof that the chain uses no artificial preservatives, while previous press ads of restaurant outlets on fire were used to promote the power of the chain's flame grills. This time, the Sao Paulo office of lead agency David scoured the internet for user-generated footage of late night bad behaviour in BK restaurants: exactly the sort of thing any sensible customer would definitely want to avoid. What better argument could there be for a takeaway delivery?
Adbrands Daily Update 23rd Jan 2020: "Typical American". Only a little over a week to go to Super Bowl Sunday and here, finally, is the first full-length ad sneak peek (after a generally uninspiring collection of teasers from other brands). As usual, AB InBev is going large on Super Bowl, with multiple spots booked. Budweiser is no stranger to wrapping itself in the American flag, but this spot, overseen by David Miami, is actually quite nicely done, displaying a slightly lighter touch than Bud's previous patriotic specials, courtesy of a drily self-deprecating script. Clearly it's designed to play best with the home audience, but even us foreign citizens can appreciate a nice bit of work. The director, by the way, is Kathryn Bigelow, who's had not nearly enough to do since she won the Oscar for The Hurt Locker more than a decade ago.
Adbrands Social Media 17th Jun 2019: "Ed's Heinz Ad". Who needs social media influencers when the world's most successful recording artist already professes an undying love for your product? Ed Sheeran even has the Heinz Ketchup logo tattooed on his arm, and it's a sign of just what a down-to-earth guy he still is that he actually approached Kraft Heinz off his own bat with a proposal for an ad for his favourite sauce. Who in their right mind is going to turn down an offer like that? Here it is, and it's pretty damn great. It's hard to know how much is pure Ed and how much the advertising craft of agency David, but the finished results are delightful. Nice one, Ed! A new career awaits if you ever get fed up with the music business.
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