Crispin Porter & Bogusky
Alex Bogusky is very much Crispin's psychic leader and a relentless driver of ideas and execution. As creative director, Keller has been behind much of the agency's groundbreaking work, including the Burger King reinvention and the launch of Mini.
2. David Droga
Droga knew it would take more than a few big-budget spots and a new figurehead or two to remake Publicis. But even he probably didn't know how much more. To his credit, Droga has worked though some pain and has succeeded in moving the needle. Publicis went from nowhere to ninth in this year's Cannes Lions network tally and was the most-awarded New York agency.
3. David Lubars
What more can be said about Lubars and his gargantuan new assignment to turn BBDO into a producer of "the most compelling commercial content?" Not much, except, Lubars' ability to produce the goods at his new shop will be the most fascinating case study on the industry's readiness and willingness to change.
4. Paul Silburn
Leaving London for Minnesota and stepping into one of the highest profile creative posts in the world takes a creative rep (and a pair) made of steel. Silburn, it seems, has both. The rep is well deserved. His credits include the "Lynx Effect" phenomenon and the famed John West Salmon "Bear," perhaps the first viral ad smash. As for the other quality, friends and detractors say he'll have no trouble matching Lubars for tough-minded focus on results.
5. John Jay
Wieden & Kennedy
After 11 years leading Wieden, Tokyo, Jay recently returned to Portland, where he assumes the ridiculously lofty position of Dan Wieden's creative co-pilot. In Tokyo, Jay helped create one of the truly innovative agencies, one that was immersed in the energetic local culture, with initiatives like its own music arm, W&K TokyoLab.
6. Paul Lavoie
After 12 years of running Taxi, one of Canada's most successful agencies, there were only two things left for Paul Lavoie to do: move to New York and launch a New York Taxi office. Taxi, Toronto, made noise with its work for Mini and had a strong showing at Cannes this year.
7. Ari Merkin
Fallon, New York
Fallon, New York, has produced WAY more than its share of intelligent, entertaining work under Ari Merkin. This year's highlights include the Noam Murro-directed "Glen," for Starbucks (Creativity's Spot of the Year), and several iterations of the superb Virgin Mobile campaign.
8. Ty Montague
Along with Merkin, Montague is a repeat offender from last year's Top Creatives List. Montague was an early adopter of opt-in, idea-first creative thinking. His crowning achievement in that direction: the "live interactive theater" of Sega's "Beta 7." Montague followed up by spearheading the "More to See" puzzler for Sharp before moving to JWT.
9. Peter McHugh
Carmichael Lynch 180 Amsterdam (formerly 180 Amsterdam)
At 180, McHugh spearheaded award-winning work for Adidas Rugby, and the award-garnering "Impossible is Nothing" campaign in conjunction with TBWA. The former Fallon group creative director returned to Minneapolis this fall to take the reins at Carmichael Lynch.
10. Trevor Beattie
He's down a creative director, but Trevor Beattie will be OK. Gums flapped about the merits of "Mountain" for Sony's PlayStation2 but in the end, the compelling spot emerged as a worthy Grand Prix winner at Cannes.