Face to Face with... Neil Dawson

Having been global chief creative officer on Philips at DDB for the past four years, Neil Dawson has seen much success including Cannes wins for his Carousel and Parallel Lines projects.

Last month, however, it emerged that he’d be joining the creative team over at new agency, BETC London, as executive creative director. Here, he tells us why the decision felt right, how he’ll approach the coming months and what the agency’s long-term aims are.

What attracted you to the position at BETC?

Simply, what attracted me to this opportunity were the personalities involved. I felt an instant connection. Both Rémi Babinet (co-founder/chairman/global creative director BETC Paris) and Mercedes Erra (managing director, Havas) are passionate about creativity and what it can do.  But they also see it, as I do, at a higher level above any one medium. Also in meeting other members of BETC Paris I saw them all speaking with one voice. There’s an incredibly strong creative culture there.

How difficult a decision was it to leave DDB and Philips?

It was a very difficult decision to leave DDB and Philips. When I rejoined in 2007 I thought I’d never leave. Never say never, I guess! The past four years have had many challenges but it’s been a very happy time. I’m a big believer in teamwork; teamwork between me and my colleagues, and between agency and client. I’ve had that for the last four years on Philips and I hope the work demonstrates that.

Parallel Lines is the best example, being the huge undertaking it was. It would have been very easy for the client to have insisted on Carousel 2 but our relationship was far better than that. In the creation and production, London and Amsterdam collaborated to create multiple films and sites.

Why do you think now is the right time for BETC to open in London?

In terms of creative reputation it’s a good time to start. I’ve had a couple of good years at Cannes and BETC Paris is flying high at the top of the Gunn Report with its fantastic work for Canal +.

With the economy as it is, it’s not the easiest of times to start up (not that there’s ever an easy time to start in London) but I compare it to when I gave up smoking. I did the Allan Carr Course and went straight from there to a dinner with old school friends. I needed to give the treatment its sternest test. Over a decade later I still haven’t had a fag.

Right now the economy is also a stern test but we’re confident of what we’re capable of and optimistic about the future.

What do you think BETC can bring to the London market that it maybe doesn’t already have?

We’re here to make creativity fashionable again. I think we have the support of a unique culture and we have a sense of fun that I think will set us apart. There are no easy jobs but you’ve got to love what you do. As Confucius said (I didn’t expect to be quoting him here!): “Find a job you love and you’ll never work a day in your life”.

How closely tied to the Paris office will you be?

How closely we work with Paris all depends on the task at hand. I’m looking forward to working closely with them on projects. Equally we have to build a London business. What is cool is we have the opportunity to be super flexible.

How big will the office be, and who else will be joining you there?

We are starting off with between 10 and 12 people. I’d love to be able to go into more detail but at this point that isn’t possible. All I can say is that we are targeting people who share our desire to produce the very best work possible in whatever form that takes.