Creativity 50 2011: Susan Hoffman, Mark Fitzloff, and Iain Tait

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Iain Tait, Susan Hoffman and Mark Fitzloff
Iain Tait, Susan Hoffman and Mark Fitzloff

Wieden & Kennedy Portland's very talked-about and very awarded "The Man Your Man Could Smell Like" for Old Spice simply could have gone down in advertising history as one very fine spot. But under the graceful steering of executive creative directors Mark Fitzloff and Susan Hoffman, and global creative director Iain Tait, the agency took the effort one step further and put main man Isaiah Mustafa at the heart of a game-changing social-media campaign, Old Spice "Responses."

In three days, Wieden employees developed 186 films starring Mr. Mustafa, who personally responded to user comments on YouTube, Twitter and Facebook and directly reached out to celebrities and press. On day one alone the campaign received 5.9 million YouTube views and now is widely regarded as one of the most creative and successful social-media plays yet. The effort has already earned best-of-show honors at major industry fetes such as The Andy Awards and One Show Interactive and is poised to see similar success at the Cannes Lions International Advertising Festival.

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