Wednesday, June 10, 2015

12704: Credle’s Crappers.

Adweek reported Susan Credle is abandoning her position of CCO at Leo Burnett to assume the role of Global CCO at FCB. This is the equivalent of moving from a Porta Potty to an outhouse. It’s also another example of White women having no problem advancing in the advertising industry—and Credle has already acknowledged the business is not tough for a woman. Yep, faux diversity is thriving on Madison Avenue. Interestingly enough, the culturally clueless Credle swaps the White agency that cried No.2.66 for the White agency that vowed it would stop using the term “diversity and inclusion” by 2014. To date, both shops continue to perpetuate exclusivity like there’s no tomorrow.

Susan Credle Will Leave Leo Burnett to Help Ignite Creativity at FCB

The next global CCO is known for work on M&M’s, Allstate

By Noreen O’Leary

Susan Credle is the new global chief creative officer at FCB, replacing Jonathan Harries, who’s held the post since 2006 and will now become chairman. The changes take effect on January 1.

Credle will relocate to New York from Chicago, where she’s been CCO at Leo Burnett USA.

After meeting Credle during the interview process, FCB worldwide chief Carter Murray said he thought she was the “obvious candidate” to be his global creative partner. The CCO search began a year ago.

“There was immediate chemistry with Susan. She is very talented and has a strong point of view on business and creativity and has our values and character,” said Murray.

Credle joined the Publicis Groupe agency in 2009, and during her time there, is credited with new-business wins like Marshall’s, Kraft, Esurance, Sprint and Cincinnati-based regional bank Fifth Third. Credle is also associated with the agency’s “Mayhem” campaign for Allstate, and the anti-bullying initiative “Mean Stinks” for Procter & Gamble’s Secret.

“Along with [global CCO] Mark Tutssel, Susan has led the creative renaissance at Leo Burnett,” Murray added.

The former copywriter started her career at BBDO New York after graduating from The University of North Carolina at Chapel Hill in 1985. She moved up the ranks during her 24-year career at BBDO before ultimately being appointed evp and ecd. At BBDO, Credle reinvented M&M’s iconic characters and was involved in award-winning work for clients such as Bank of America, FedEx, Gillette, Lowe’s, PepsiCo, Pizza Hut and Visa.

Credle said she was sold on Murray’s offer to join him in building a creative culture at FCB. She added that the essential elements to do that are people, place and purpose.

“It’s in the DNA of FCB,” she said. “I love legacy brands—and that includes agencies—so my feeling is, ‘Let’s go claim that.’ It’s like at Leo Burnett where we went to find the soul of the company and light it up.”

No comments: