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PEOPLE;PLAYER OF THE WEEK;SPIVAK TAKES CREATIVE PROWESS BEYOND BORDERS; AMMIRATI EXEC WILL BE HUNTING FOR GREAT IDEAS AROUND THE WORLD IN HER NEW JOB

By Published on .

In her new position as worldwide creative director of multinational accounts at Ammirati Puris Lintas, Helayne Spivak will get a chance to use two of her well-known traits: her creativity and outgoing personality.

Ms. Spivak, a top-notch creative with an industry reputation for a quick wit, said her first duty will be to get to know the people and the varying cultures in the Ammirati global network.

"It's about people. You can't separate work from the people," said the woman who dreamed of being an actress, fashion designer or comedian when she was younger. "That's how I work in New York and how I plan to work worldwide."

MAKING THE

TRANSITION

Ms. Spivak, 44, is currently making the transition out of her role as chief creative officer for the New York office. Ammirati's global network has clients in 141 offices in 72 countries generating worldwide billings of $5.7 billion in 1995.

"Big international agencies have always had trouble coordinating resources. I'll help make sure it gets done the right way," she said.

Although Ms. Spivak will act as a global liaison, fostering a higher level of creative and production quality throughout the network, specifics of her new position are still being sorted out.

Ms. Spivak said Ammirati will emphasize global sharing of ideas and she will focus on uniting the entire network. "The great part [about global relations] is you're not isolated. You don't have blinders on," she said. "If they are doing something marvelous in London, I'll make sure the work gets around the network.

"Advertising agencies sometimes forget they produce advertising, not mon-ey, Ms. Spivak added. "We haven't forgotten that. We're about communications."

`CHAMPION FOR BEST IDEAS'

Chairman, CEO and Chief Creative Officer Martin Puris' goal "is to make Ammirati Puris Lintas the best creative agency in the world," said Duncan Pollock, chairman and CEO of Ammirati's New York office. "Helayne will be a champion for the best ideas. She'll help them to travel faster and further in our network."

Mark Johnson, a creative director from Fallon McElligott, Minneapolis, and Tom Nelson, chairman and creative director, Ammirati Puris Lintas, Toronto, will assume Ms. Spivak's duties in the New York office as vice chairmen and co-creative directors.

Ms. Spivak rejoined Ammirati & Puris in November 1993 as exec VP-chief creative officer, returning to the agency where she started as an associate creative director in 1986. She was given the additional position of vice chairman in 1995, after the agency's 1994 merger with Lintas, New York.

`MERGED FOR RIGHT REASONS'

"It has been an incredible experience," she said. "A merger can either be a collision or a true merger. We merged for the right reasons. Ammirati & Puris needed a worldwide network, and Lintas needed good management in New York. Ammirati Puris Lintas is a new entity with the strengths of both agencies."

Ms. Spivak's work has helped keep blue-chip clients like Johnson & Johnson and United Parcel Service of America with the agency.

Ammirati's "Get your burger's worth" campaign for client Burger King is now in its second year, and Ms. Spivak said corporate executives and franchisees are happy with the work.

Good advertising is "a simple idea beautifully told. It's not an infinite amount of ideas all shoved together," she added.

Ms. Spivak said her new post is a sign Ammirati is reaching out to new ideas when many agencies are afraid to take chances.

"Most advertising people unfortunately are bored with advertising," she said. "There has to be a better vision of the future. That's why we are looking beyond the borders."

MORE ENTERTAINING

She also said the advertising industry needs to be more entertaining and personable.

"For some reason, no one is nervous about boring someone to death, but they worry about entertaining them too much," she said. "It can't be passive. You can't lecture people, you have to bring people in. Good advertising makes you shake your head yes or no."

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