Hum­mel re­turns to Bri­tain

Finweek English Edition - - Advertising & Marketing -

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

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