Honda: Decisions, decisions

We all know that there are both rational and emotional reasons for any car purchase: you want a car that’s efficient, yet you want something that has torque when you put your foot down. You need space for bikes and the kids, but want to be able to nip in and out of traffic in town.

W+K created a TV spot that plays out this dilemma in the form of an internal dialogue, positioning the Civic as a car that meets both the rational and emotional needs of the driver.

We worked with photographer Tobias Hutzler who produced a series of graphic and visually impactful print ads that capture the balance of two contrasting worlds.

The TV first aired in the UK on the 18th January 2013, with the print starting w/c 7th January across Europe. Honda previewed the spot to their uk fans the day before it launched.

See all campaign assets in the Work section


Wieden + Kennedy London took the top two places in the list of the top 10 best car commercials of the past 25 years announced by The One Club at the 2013 North American International Auto Show in Detroit in January 2013.

The special presentation showcased and awarded the 10 best auto commercials, selected from over 60 award-winning entries.

The Top Ten Winners are as follows:
1. “Grrr” – Wieden+Kennedy/London and Honda – 2004
2. “Cog” – Wieden+Kennedy/London and Honda – 2003
3. “The Force” – Deutsch/Los Angeles and Volkswagen – 2011
4. “The Hire” – Fallon/Minneapolis and BMW – 2001
5. “Sheet Metal” – Goodby, Silverstein & Partners/San Francisco and Saturn – 2002
6. “Born of Fire” – Wieden+Kennedy/Portland and Chrysler – 2011
7. “Toys” – TBWAChiatDay/Los Angeles and Nissan – 1997
8. “Lamp Post” – BMP DDB/London and Volkswagen – 1998
9. “Milky Way” – Arnold Worldwide/Boston and Volkswagen -1999
10. “Snow Covered” – Bozell Worldwide/Southfield and Chrysler/Jeep – 1994


Portland, Ore., January 10, 2013 — Leading independent advertising agency Wieden+Kennedy (W+K) announced today two new additions to its global executive management team: Colleen DeCourcy and Mark Fitzloff, who will serve as global coexecutive creative directors. Along with these additions, partner and Global Chief Operating Officer Dave Luhr will assume the role of president, and Dan Wieden will become chairman of W+K’s global management team.

Also announced was the promotion of Joe Staples to executive creative director of W+K Portland. Staples will replace Fitzloff on the Portland management team, partnering with Susan Hoffman and Tom Blessington.

“I don’t think we’ve ever had a chairman, but now I are one—albeit an active one,” said Wieden smiling. “Between Dave and Mark, we have 40 years of proven W+K experience, respect and leadership. This level of talent and experience gave me the confidence to search outside the agency to find a third global management team member with digital expertise. Colleen brings an energy and a knowledge base that is second to none. I am convinced that our next 30 years are going to be pretty damn exciting.”

In his role as president, Dave Luhr will continue to steward W+K’s commitment to outstanding creativity and independence. Luhr has been with the agency since 1986 and became managing director of the Portland office in 1992 and a partner shortly thereafter. During his tenure, Luhr has touched nearly every piece of agency business, but his deepest impact has been helping to expand the company from being just one office to the largest independent network in the world. Luhr has been responsible for implementing a consistent agency culture and commitment to great work across the W+K network that has allowed each office to have the autonomy to attract clients and manage its own bottom line.

W+K welcomes Colleen DeCourcy from Socialistic, a social media content and design shop she founded in 2010 as chief creative officer and CEO. While at Socialistic, she won coveted accounts Red Bull and Fast Company, two of the leading content marketers in the world, and led work for Showtime, Coke and GE. Prior to this role, DeCourcy was the first chief digital officer for TBWA Worldwide, setting the network’s global digital strategy and leading digital efforts for adidas and Pepsi. DeCourcy’s career has included the roles of chief experience officer at JWT NY and chief creative officer at Organic, where she led creative on Chrysler, Jeep and Dodge. In 2006, she was named one of Advertising Age’s “Women to Watch.” DeCourcy is an outspoken critic of discrimination in the workplace.

Mark Fitzloff brings 13 years of leadership at W+K to his new role as global coexecutive creative director. He first joined the agency in 1999 as a copywriter, working on the AltaVista, Nike and Coca-Cola accounts. As creative director on Old Spice, he helped breathe new life into the dated, iconic American brand. In 2008, Fitzloff was appointed to the Portland management team as executive creative director, and he continues to lead work that both wins awards and pushes the clients’ bottom line. In this role, working alongside Coexecutive Creative Director Susan Hoffman and Managing Director Tom Blessington, Fitzloff’s leadership has helped transform Portland both creatively and financially, pushing the office to create some of the most beautifully honest and ambitious work in W+K history. Under the leadership of this team, W+K Portland has won accolades including distinguished agency of the year honors from a number of leading industry organizations and publications. Fitzloff and Hoffman have been the most award-winning creative directors on Creativity’s Awards Report for the past three consecutive years.

Joe Staples joined the W+K network in 2004, serving as a copywriter on the 2006 Nike World Cup campaign. Following that successful execution, he moved to W+K Portland in 2006, where he worked on Nike, Starbucks and Heineken. Prior to this promotion, Staples served as the creative director on Chrysler and Dodge.

“This agency is blessed with an abundance of amazing talent,” said Luhr. “And we only add to that talent with the hiring of Colleen DeCourcy. When you combine Mark Fitzloff’s proven creative leadership and Colleen’s digital expertise, our goal of becoming the best agency of the digital age should be that much more attainable. I look forward to teaming with Mark and Colleen and continuing the culture and heritage that this agency stands for.”


Southern Comfort has announced the appointment of W+K London as its new lead creative and strategic agency for the UK which will include above the line and digital.

The win has come off the back of Wieden +Kennedy’s New York agency, who were selected in August as the brand’s new agency of record for Southern Comfort’s global marketing and communication services across all traditional, digital and emerging media channels. 

W+K London will be implementing their new creative strategy “Whatever’s Comfortable” which follows W+K New York’s first work for the brand that launched last month. The first television spot celebrates the awesomeness of being comfortable in your own skin.

The triumph is a continuation of W+K’s relationship with the Brown –Forman Group, which includes Finlandia and Maximus.

Wieden + Kennedy’s Neil Christie says “We're delighted to add Southern Comfort to the WK London drinks trolley. It's a truly iconic brand and we look forward to working on it with the Brown Forman team”

W+K also took over all of Southern Comfort’s community management from September 21st.


On the 18th September D&AD celebrated 50 years of world leading design and communication.

They scoured their records and discovered the top ranked agencies, studios and people of the first 50 years of D&AD

Top 10 Most Awarded Agencies.
W+K Portland positioned 10th and London 9th as the most Awarded Advertising agency in D&AD history. Also, Honda placed 7th and Nike 3rd in the Top 10 Most Awarded Brands category.

We also picked up two yellow pencils for Kaiser Chiefs Bespoke Album Creation Experience in the Integrated & Earned Media / Integrated Category, and Digital Advertising / Digital Solutions & Use of Social Media category.

Dan Wieden won this year’s Presidents award. Chosen and presented by Rosie Arnold (D&AD President for 2012) this is an award given to persons who have made an outstanding contribution to creativity.

To view all the winners of the night please click through to the D&AD website.


Dan Wieden honoured at D&AD 50th Anniversary Celebrations

At its 50th anniversary celebrations last night, D&AD honored Wieden + Kennedy co-founder Dan Wieden.

Each year the reigning president of D&AD bestows a President's Award on someone who, in their opinion, has made a major contribution to the creative world. At D&AD's 50th birthday celebrations last night, current president Rosie Arnold gave that honour to Wieden + Kennedy co-founder Dan Wieden.

“Dan Wieden is one of the most inspirational advertising brains of our age,” Arnold says. “His spirit remains restless and free, and he continues to champion independent thinking and behavior. His work and that of his now numerous agencies lead the way across all disciplines. I've lost count of how many times I've seen a piece of work that has surprised and delighted me, and made me run up and down the corridors at work showing it to other creatives, only to discover it came from Wieden+ Kennedy. So when I asked myself if I should give Dan my President's Award, I told myself, ‘Just Do It'.”

Past recipients include Sir Alan Parker, Jonathan Ive, Spike Jonze and Sir John Hegarty.



“Catnapped” the new ‘40 ‘second spot from Wieden + Kennedy London sees the return of Bertrum Thumbcat, back for part two of his plan for feline world domination. This time he has enlisted a thumb-cat army of milk stealing, cunningly trained kitties, who kidnap and brainwash milkmen to help them get their paws on all the Cravendale.

The spot launched on Saturday 8th September during X-Factor supported by a YouTube masthead, and an takeover.

Directed by Traktor, the story opens on a guy buying a bottle of Cravendale at his local shop. Seeing a delivery van, he starts to wonder what’s happened to all of the milkmen. They can’t have just disappeared. We then cut to scenes of a milkman being kidnapped by the cats and brainwashed in their secret lair to join their army of henchmen.

In order for Berturm to recruit thumbcat comrades to join the cause, he has created a Facebook app that allows you to disguise photos of your cat and sign them up as one of his recruits.

And there’s more. The last week of September sees the launch of an on-pack promotion. Bertrum and his friends have been busy inventing ‘Epic Straws’ (Extreme Pilfering Instrument for Cravendale). Seemingly fun straws for kids – they are in fact milk-stealing devices. Ready for the thumbcats to use when the uprising comes. They cats have even made their own commercial to promote the straws on line. Look out for it on YouTube from 24th September.


Brown-Forman has confirmed the appointment of Wieden + Kennedy as its new lead agency for the Finlandia vodka brand for Greater Europe and Africa which accounts for more than 70% of the brand’s volume.

This follows the successful pitch acquisition of the Maximus Vodka business back in February, which resulted in Wieden + Kennedy working on the new brand positioning and integrated campaign platform for the brand.Wieden + Kennedy will work alongside Story Worldwide, the digital comms planning roster agency, to develop a fully integrated campaign that will initially launch in Poland and then roll out across the complete region.

The pitch winning work aims to build upon the Finnish vodka’s premium credentials and redefine themselves so as to give Brown – Forman a flexible and exciting platform on which to build the brand.

Neil Punwani, SVP, Global Managing Director Vodkas, Brown – Forman said: “We have developed a strong working relationship with Wieden + Kennedy through their work on Maximus Vodka. We are pleased to be extending this to our global flagship vodka brand, Finlandia, across our most important markets”

Neil Christie, Managing Director of Wieden + Kennedy London commented: “Finlandia is a fascinating brand with a great heritage and huge potential. We're excited to be working on its Greater Europe and Africa relaunch with the team at Brown Forman. Kippis!”

Wieden + Kennedy selected as lead agency for Tesco

Tesco has announced the appointment of Wieden + Kennedy as its new lead creative and strategic agency following a competitive pitch.

The pitch process was handled by intermediary consultancy Oystercatchers.

Matt Atkinson, Group Marketing and Digital Officer at Tesco said, “We are delighted to have appointed W+ K after a very competitive pitch process. Their strong thinking, brilliant team work and creativity really stood out. We are excited about working with them on our plans. I would say that it was very hard to make a decision, the responses we had from all were very compelling indeed”

Neil Christie, Managing Director of Wieden + Kennedy said, “We are absolutely thrilled and delighted to be working with Tesco. It’s a wonderful opportunity to work with one of Britain’s truly iconic brands”