Podcast Summary: Uncensored CMO
Episode: Reloaded: Rupert Howell co-founder of HHCL on creating the agency of the decade
Release Date: January 2, 2025
Introduction
In this special reloaded episode of Uncensored CMO, host Jon Evans revisits a classic interview from 2021 with Rupert Howe, the co-founder of HHCL & Partners. Released in early 2025, this episode delves deep into Rupert's journey in the advertising industry, his insights on agency operations, new business strategies, notable campaigns, leadership challenges, and reflections on media's impact on mental health. Spanning nearly two hours, the conversation offers a treasure trove of wisdom for marketing professionals and enthusiasts alike.
Agency Operations in the 90s
Rupert Howe begins by reminiscing about the advertising landscape of the 1990s. He emphasizes the prevalent hierarchy within agencies, where creatives and planners often overshadow client service teams. However, Rupert underscores the critical role of client service professionals in fostering trust and ensuring the agency's ideas resonate with clients.
Notable Quote:
“The thing in advertising that matters the most is the idea. The creatives and the planners are the architects and builders of those ideas.”
— Rupert Howe at [01:30]
Mastering New Business in Agencies
A significant portion of the discussion centers on new business development within advertising agencies. Rupert highlights the necessity of separating new business directors from client service roles to prioritize acquiring new clients over servicing existing ones. He shares his mantra of "never give up" inspired by stalwarts like Saatchi & Saatchi, illustrating the relentless pursuit required to win pitches.
Notable Quote:
“The purpose is to win the pitch. There is only one purpose from the agency.”
— Rupert Howe at [12:14]
Rupert recounts HHCL's impressive pitch success rate of 65% over a decade, a testament to their strategic approach and relationship-building prowess.
Iconic Campaigns and Success Stories
Rupert delves into some of HHCL's landmark campaigns that defined the agency of the decade. Notably, the Tango campaign stands out as a monumental success, where positioning Tango as a "lager ad for kids" led to a staggering 700% sales increase and the eventual withdrawal of Fanta from the UK market.
Notable Quote:
“The best sign that your ad is working well is if it damages your key competitor, not just enhances you.”
— Rupert Howe at [31:20]
He narrates the creative brilliance behind executing audacious ideas like the AA's "Fourth Emergency Service" and Molson's controversial yet effective "Jim Dunk says don't drink it" campaign.
Leadership and Management Challenges
Transitioning from entrepreneurial success to managing a public company presented Rupert with unforeseen challenges. He candidly discusses the complexities of integrating HHCL into Chime under the umbrella of WPP, leading to a dilution of the agency's ethos and eventual decline. Rupert reflects on the difficulties of succession management and the irreplaceable energy founders bring to their ventures.
Notable Quote:
“The sale to Chime happened for the best of reasons... But every sale of a great agency to a big multinational has led to a complete dilution of the ethos of that agency.”
— Rupert Howe at [60:28]
His tenure at McCann further exposed him to the stark cultural differences between European and American leadership styles, ultimately culminating in his departure amidst managerial conflicts.
Media, Mental Health, and Personal Reflections
Rupert shares his critical views on the modern media landscape, emphasizing its detrimental effects on mental health. He advocates for reduced consumption of mass media news, highlighting how sensationalism and clickbait foster feelings of helplessness and anxiety.
Notable Quote:
“In the very beginnings of humankind, news was about topics that directly affect you personally. Now, 99.9% of our news is about stuff we can do nothing about.”
— Rupert Howe at [97:56]
He discusses his personal efforts to mitigate these effects by curating his news consumption, retaining only trusted sources like the BBC and selectively the Sun.
Building Relationships and Non-Executive Roles
A recurring theme in Rupert's narrative is the paramount importance of building genuine relationships in the business world. Whether it’s fostering connections with PAs or maintaining friendships with key industry players, Rupert credits his relational skills as the cornerstone of his success in new business development.
He also touches upon his ventures into non-executive roles, emphasizing that genuine connections, rather than formal processes, have been instrumental in securing these positions.
Notable Quote:
“If you've got that ability to build relationships, everything flows from that 100%.”
— Rupert Howe at [59:36]
Reflections on Founders and Agency Culture
Rupert contemplates the irreplaceable role of founders in shaping agency culture and driving success. He acknowledges that while professional management is essential for scaling, the unique energy and passion founders bring are often difficult to replicate. His experiences underscore the delicate balance required to transition from founder-led to professionally managed agencies without losing the core ethos.
Notable Quote:
“The secret with Tango was a client called Tony Hillier... It was one of those things where you have to come together and maintain the spark.”
— Rupert Howe at [26:09]
Conclusion
Rupert Howe's journey through the echelons of the advertising industry offers invaluable lessons on the importance of relationship-building, relentless pursuit in new business, creative audacity, and the complexities of leadership transitions. His candid reflections on media's societal impact and personal strategies for mental well-being add depth to the conversation, making this episode a must-listen for those aspiring to excel in marketing and leadership roles.
Notable Quote:
“The best things are down to the people. The agency is run by the people, and it's run by the people you have.”
— Rupert Howe at [79:13]
This detailed summary encapsulates the essence of Rupert Howe's insights and experiences shared during the episode, providing listeners with a comprehensive understanding of the multifaceted world of advertising and agency management.