With over 20 years’ experience at Adland, Richard Brim has created some of the UK’s most loved and famous advertising, including the huge legacy of John Lewis’ Christmas campaign.
Growing up, he was inspired by '90s Tango ads and TV shows about the Saatchi brothers. He found his way into the industry by enrolling in a coveted art course at Central Saint Martins College of Art. For three years, he dabbled in photography, film, computing (as it was called then), and eventually majored in advertising.
After that, he worked in Germany and then at Laney Kelly Campbell Roalf/Y&R in London. It was a great time with great people, says Brim. “My formative years in advertising were a lot of fun, but oh yeah, it wasn’t the old misogynistic ads, it was full of smart people and a lot of laughs.”
Among the jokes, work for clients such as Virgin Atlantic, Jaguar and M&S stood out. “The two are not mutually exclusive. When they come together, the best work is created.” That's something Brim still feels passionately about.
Next came a seven-year stint at Leo Burnett, where he and old creative partner Dan Fisher would create one of the ads he's most proud of. It was for the charity Shelter, and likened the housing crisis to a house in the sand that might collapse at any moment.
To raise money for the organization, Brim and his team asked creators to create custom cards to be auctioned. Within two weeks, pieces started pouring in, all from big-name artists such as Damien Hirst, David Bailey, Marc Quinn and Alexander McQueen. He remembers how exhilarating it all was.
“I called someone into the Vivienne Westwood office because they wanted to present the card themselves,” he says. “A guy came in and Vivian apologized that she couldn't be there, and then he said, 'Free!'” and a photo of her head in her bell jar. presentation. It looked disconnected. ”
It was great, but it wasn't Trump. Two days later, the same dramatic scene unfolded in Westwood's office. free! This time the card was revealed. The auction ultimately raised around £500,000.
Of course, his next move will be a new shop producing Brim's signature advertising. In the spring of 2013, this creator joined Adam & Eve DDB. He has been with the company for over 10 years and has produced what is probably Britain's most loved Christmas campaign.
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“When Dan and I wrote Monty the Penguin for John Lewis, it was the first time people up north, where I come from, heard of my work,” he laughs. “It occupies a very special place.”
His tenure as creative director and now chief creative officer at the London agency will forever be marked by the work he did for the retailer during the festival. After winning the deal in March 2009, few would have expected this to become one of Adland's most profitable partnerships.
Brim and his team have created some of the brand's most beloved and memorable ad campaigns using a compelling formula of emotional storytelling and recognizable soundtracks.
After 20 years of working in an ever-changing industry, Brim has a lot of advice for young creators. He is a strong believer in teamwork and bringing people together to generate ideas.
What he wants people to know about the industry is the buzz that comes from making great work. “The other day, when someone showed me an idea, I felt a surge in my body. It must have been adrenaline,” he says.
“I wanted to go around agencies and get this idea out to everyone. My old partner hated this so much, but that's how I form my thoughts. Communicate ideas. However, we will continue to build on that.”