Hummel returns to Britain
MARTIN HUMMEL has returned to Britain having completed a two-year stint running the previously moribund McCann-Erickson and restoring some of its former glory. He’s handed control to former TBWA Hunt Lascaris MD Reinher Behrens. In his period at the helm of SA’s 13th biggest agency group, Hummel proved a dab hand at persuading respected senior creatives and other executives to join the agency, which was not on top of many people’s job wish-lists.
But Hummel’s still a long way from achieving his other over-ambitious mission, promised when Zwelakhe Sisulu acquired a 49% stake in the agency in April 2007: to make McCann a top-three agency in three years. There’s only a year left, and whether you measure it by creative achievement or size, McCann is nowhere near that goal.
Nevertheless, Hummel hands over a much healthier business than he inherited. “I can only take McCann so far,” he says. “I’m not a native and there are certain opportunities I’ll never know well. Reinher will be able to release its full potential.”
South Africa will be part of Hummel’s responsibilities as a member of McCann’s EMEA regional management team.
Healthier agency. Martin Hummel