Lee Clow was chief creative officer at TBWA\Worldwide (and is current Chairman/Global Director) and has overseen many of the marketing campaigns for Apple and other top brands. Clow believes that marketers must move beyond ads to actually design the ways they behave. In 2010, he's putting that into practice as advisor to Pepsi on its ambitious "Refresh" campaign.
In Glimmer: Clow shows how a complete cultural redesign enabled Pedigree to transition from being just “a dog food company” to “a company that loves dogs.”
Currently working on: Viral campaigns for Pepsi, quirky commercials for Skittles candy, more Pedigree, and, as always, high visibility work for Apple.
Quote: “These days, whatever a brand is doing, somebody out there is going to point to it and say either, ‘Look what a cool company this is,’ or ‘Look at this bullshit company, they tell you one thing in their ads, and then they do the opposite.’ It is now recreational sport for people to pick apart brands that are hypocrites.”