It's a marketers dream to strike campaign gold in the way that Wieden & Kennedy did Old Spice's "The Man Your Man Could Smell Like." The flipside for James Moorhead, the brand manager at Proctor & Gamble who sanctioned ab-flexing frontman Isaiah Mustafa for the deodorant brand is the challenge of trying to replicate that success again and again. The campaign garnered one of the biggest ad honors in taking home the film Grand Prix at Cannes last year, beating out Gatorade's "Replay" campaign from TBWA/Chiat/Day and the online film "The Man Who Walked Around the World" for Johnny Walker by BBH, London.
"I see this as an awesome challenge," Mr. Moorhead said. "It is the spark or catalyst for creativity and it's why I love coming to work every day. ... The latest success just becomes the benchmark for all future campaigns. For example, after the first "Smell Like A Man, Man" idea launched, we set the goal of making the sequel bigger and better than the original. The Responses Campaign came directly from that challenge. The team is truly inspired by the challenge of finding new innovative ways to serve our consumers and engage with them on a personal level"
For Mr. Moorhead's part, we'll be watching what the young talent will do in his newest role as associate marketing director at Procter & Gamble's Gillette unit.