Maja Pawinska Sims 15 Sep 2021 // 8:30AM GMT
LONDON — Adam Mack, the former CEO of W Communications, Freuds strategy chief and Weber EMEA strategy lead, has joined Hope &Glory as strategy and insight director.
The board-level appointment will see Mack join the 90-strong agency to lead on creative insight and strategic consultancy briefs for clients. Mack will also support the firm’s growing social and digital capability with a data-led approach to channel planning, influencer campaigns, measurement and evaluation, as well as leading on corporate brand and ESG briefs across the business.
For the past two years, since leaving W, Mack has been working as an independent consultant on his own portfolio, as well as consulting for Hope&Glory, before taking on a full-time role with the agency.
At W, Mack worked on strategy for clients including Unilever and MoneySuperMarket. Before joining W in 2018, he was strategy lead on award-winning campaigns at Weber Shandwick, including for Unicef. Mack also held leadership roles at Freuds and Luchford, and helped Comic Relief develop its Sport Relief brand and BA partnership.
In his new role at Hope&Glory, Mack will lead creative strategy across the business on accounts including Facebook’s pan-regional campaigns, Guinness campaign work, Tourism Australia, Airbnb and Samsung Domestic Appliances across EMEA.
Mack will also head the agency’s push into more insight-led social and digital campaigns, as well as influencer activation, and will lead on training and development.
Hope&Glory co-founder and chief client officer Jo Carr told PRovoke Media: “Adam’s ability to identify insights from data is phenomenal. He enables us, quite simply, to come up with better ideas. His strength is applying a data and analytics-led approach to social, digital and influencer work. And for global campaigns, we’re beginning to do more pan European work and insights are even more needed for those campaigns, so we can come up with ideas that land across different cultures. He has no ego and has been part of the team from the beginning. He’s very much one of our tribe.”
James Gordon-MacIntosh, Hope&Glory’s co-founder and chief creative officer added: “We’re already delivering award-winning work in the digital space with the likes of Sony, Facebook and CALM amongst many others. But the opportunity for our work to be even more data-driven – and for Adam to lead that – was too good to pass up. He’ll add a huge amount of the insight that leads to effective creative campaigns.”
Mack told PRovoke Media: “From the first time I met Jo and James, I got a sense of what the agency stood for and we clicked immediately – it’s all about doing great work with people you like. There’s a very natural process here.”
He said he had four priorities: “I’ll be working with other agencies in the Hope&Glory group, including One Fifty and Red Lion, to look at how we all use data. I’ll also be focusing on bigger clients like Facebook and Samsung who respond well to strategic insights Facebook, Samsung. The third area is something that has started to come through increasingly: briefs which are engaging consumers in big issues, which require deeper understanding of social and sustainability issues. And I’ll also be developing our people’s strategic capability – it’s good already, but I’ll be putting a little more rigour into place.”
And Mack added: “As a reluctant veteran, I’ve come to realise that work’s all about making great campaigns with great people and Hope&Glory nail that intersection. They’ve been a leading light in creative communications over the last ten years. What has always marked them out is that there is strategic purpose at the heart of the work they do for clients – and that they treat insight as a vital part of the journey to great campaigns. I can’t wait to get stuck in.”