Creative director Gary Topolewskis spring journey to the West Coast took a few twists and turns. His trip is the story of an agency creative who, a little antsy after years of handling several brandsamost notably Jeep, in the DaimlerChrysler family of cars at FCB Worldwide Detroit, Southfield, Mich.aaccepted the challenge of becoming the chief creative officer on the estimated $350-million Microsoft account at McCann-Erickson/A&L, San Francisco.
The journey wasnt over, though. A couple of weeks after taking the position at McCann-Erickson, he headed down the coast to TBWA/ Chiat/Day, Los Angeles, where he is now the executive creative director. He says it was hard leaving FCB and harder leaving McCann-Erickson at the altar, but that a longtime personal relationship with Lee Clow, chairman/worldwide creative director at TBWA/Chiat/Day, led to an offer he couldnt pass up. I had been talking with Lee on a friendly basis for quite a while, explains Topolewski. There were always these discussions [to the effect of] AWhat if? There wasnt any serious dialogue; it was, AOne of these days it would be great to work together.
Topolewski, who left FCB as executive VP/chief creative officer, says Clow learned about his plans to join McCann-Erickson from news accounts. He said, AI never thought you would leave Detroit. I wanted you to come here, Topolewski recalls. He told Clow he was committed, but agreed to a meeting. Id already told him no, but I thought, AWell, Ive got the time, Ill go out and see those guys. Next thing, hes telling me about the challenges here, working with the dot-coms and software companies. I wouldnt have backed out of any offer if it werent for Lee Clow. Hes such an inspiration to me, and he convinced me. Its almost like it was inevitable.
TBWA/Chiat/Day has recently undergone some changes in creative personnel. In January, Rob Siltanen, who had headed up the Nissan account, left the ad shop to open his own agency, Siltanen/Keehn Advertising, Santa Monica. And Chuck Bennett and Clay Williamsathe key creative team on Taco Bell that was responsible for the wildly popular Chihuahuaaleft the shop for careers in directing. They currently head up their own production company, Black Box, Marina del Rey, Calif. (SHOOT, 4/14, p. 1)
Topolewski says his mission at the agency isnt just to fill those shoes. There were some changes occurring here, he says. Were looking at the structure so that we can take it to the next level.
So far, he is spending most of his time familiarizing himself with existing accounts and new business pitches. He expects to initially play a large role in some new accounts, including new business for Citibank. That will be a clean slate that will start from ground zero, thatll probably occupy most of my time, he says. Taco Bell has some stuff getting ready to go. A I was just in a meeting with Homestore.com, and there is a whole campaign thats ready to rock on that. Ive been meeting clients, meeting the creative department, getting caught up on whats going on with the accounts.
Topolewski will team with creative director Jerry Gentile on projects for a number of the agencys clients, including Energizer and Sony PlayStation. Were trying to figure out how to organize this, Topolewski says. Probably on the bank thing, well be functioning as a writer and art director would. Jerry has some accounts he will oversee. Hell work on those, and Ill probably take a broader stroke over some of the things.
