Phil Ireland · Creative turnaround
About

What it’s like to work with me

I’ve been in the room to learn from some of the best people in the industry: the greatest creative minds of their generation, and some of the most astute marketers.

From TBWA, Ogilvy, Leo Burnett and BBDO, to co-founding Ireland/Davenport, then leaving for the consulting world to advise the world’s most important companies as a partner and Chief Creative Officer.

My most recent role has been turning around agencies and creative teams. Something my entire career has prepared me for.

Testimonials

What they say about me

“Having known Phil for the better part of two decades, I can honestly say that the guy knows how to get to and deliver award-winning work.

He’s done this consistently, which would suggest two things: it’s systematic (and therefore replicable), and he knows what the hell he’s doing.”

Brad ReillyChief Creative Officer, Europe, Virtue (Vice Media Group). Cannes Grand Prix winner

“Phil is an insanely talented Chief Creative Officer.

Probably what sets Phil apart from many very talented creative leaders is his laser-beam strategic understanding of a client’s business, and the importance of understanding how data can unlock the never-thought-of-before creative solution. We often discussed how the tighter the brief and the smaller the box, the better and more breakthrough the work can be. Phil knows how to push against the expected and provide solutions to clients that they have not thought of before. He’s unparalleled in his ‘a-ha’ solve, the lean-in moment in the room.”

Jane ReissManaging Partner, Global Co-Lead, Brunswick Foundry

“Philip Ireland has the scars. He’s been there, seen it and done it.

He has helped build award-winning creative teams, developed innovative structures to accelerate talent, and worked with some of the biggest brands in South Africa and beyond. He brings the credibility that comes from having been at the coalface, and any consultancy client will benefit from that unique, tried-and-tested perspective. Philip is also a pleasure to work with. He listens hard, challenges constructively, and is always open, practical and focused on what will actually make a difference. I highly recommend Philip as both a thought partner and a practical change agent.”

Rob HillCEO, Ogilvy Benelux

“I worked with Philip at Ireland/Davenport during my time as Marketing Director at Investec Asset Management, now Ninety One.

He led the creative work on our successful Invest in Your Future campaign. Philip’s strength is his ability to understand the business ambition and translate it into compelling creative work. He brings strategic clarity, strong ideas and the conviction to challenge your thinking while building your confidence in the creative direction. From a client’s perspective, that combination makes him a valuable partner. He understands that creativity has a commercial purpose and knows how to bring the two together. I would happily work with him again.”

Quaniet RichardsHead of Corporates, Ninety One
Principles

Five things I believe

These shape every engagement, whether I’m in the building or in the boardroom.

Career

A lifetime preparing for this role

Art director, founder, global CCO, turnaround lead.

I started as an art director at Ogilvy and TBWA Hunt Lascaris, both International Agency of the Year at the time, then moved to Leo Burnett Singapore and Network BBDO.

In 2005 I co-founded Ireland/Davenport. The Financial Mail called it “a startup on steroids the likes of which South African advertising has never seen.” It became South Africa’s Agency of the Year, and WPP’s most profitable agency in the country.

Since then I’ve been Partner and Chief Creative Officer at Merchant Cantos, and then at Brunswick Group in London after the two merged. Today I’m creative advisor to the Avatar Agency Group and Chief Creative Officer of Avatar. I’ve judged film at Cannes and the Clios, and studied design thinking at Stanford GSB.

  • 2023–now
    AvatarCreative advisor to the group & Chief Creative Officer
  • 2021–2023
    Merchant Cantos & BrunswickPartner & Global Chief Creative Officer · London
  • 2005–2017
    Ireland/DavenportCo-founder, ECD, then Chairman & CCO · acquired by WPP
  • 2000–2005
    Leo Burnett Singapore · Network BBDOSenior Art Director · Creative Group Head
  • 1996–2000
    Ogilvy · TBWA Hunt LascarisArt Director

The fastest way to get to your turnaround is to call me

5 ways to engage me, or let’s find a sixth

Each one builds commitment, structure and expertise. I make sure we don’t get stuck in endless navel-gazing, with a system designed to sharpen the insights and move straight to results, faster.

2–4 weeks

Creative Diagnostic

An outside read, delivered to the CEO

A clear-eyed view of how strong your three pillars are, what’s holding the creative department back, and what to fix first.

  • IListen
    • Interviews with leadership, creatives and clients
    • How the market sees the agency
  • IIAudit
    • Commitment: vision, mission, values and what really gets rewarded
    • Structure: process, approvals and who owns creative decisions
    • Expertise: the work against the best in the market, the talent map and creative leadership
  • IIIPlan
    • A prioritised turnaround roadmap
    • Quick wins and people decisions
For independent founders and network CEOs who want an outside read
3–6 months

Turnaround Programme

The Creative Turnaround, installed

The full transformation, led alongside your leadership team. This is the model behind my most recent turnaround.

  • ICommitment
    • A vision, mission and values that give creativity its place
    • A first principle for every decision
    • Clarity on which behaviours get rewarded
  • IIStructure
    • Brilliant basics, process and clear decision ownership
    • Protected time and space to explore
    • Tentpole projects to define the agency
  • IIIExpertise
    • Talent nurtured, trained and backed
    • Senior creative hires from my network
    • Pitch leadership, award-ready work and an effectiveness strategy
For independent agencies and network offices ready to change
3–6 month cycles

Interim or Embedded CCO / ECD

A creative leader in the building, now

When the department needs leadership immediately, I run it day to day while we find and set up the permanent leader.

  • ILead
    • Set the mission and model the culture
    • Day-to-day creative leadership, pitches and key clients
  • IIRebuild
    • Structure, process and standards
    • Talent, hiring and crit culture
  • IIIHand over
    • Successor search and onboarding
    • A department that runs without me
For network offices, holding groups and independents between leaders
3–12 weeks, per pitch or account

Pitch & Growth Acceleration

Win the accounts that change the agency

A focused intervention on the pitches and key accounts that move top-line revenue. I lead the creative, sharpen the strategy and the story, and get the team ready to win in the room. Built on winning BMW, AB InBev and a FTSE 100-listed bank in my agency’s first year.

  • IQualify
    • Which pitches to chase, and which to walk away from
    • Brief interrogation and a clear win strategy
  • IICreate
    • Creative leadership on the idea and the work
    • Senior creative firepower from my network when it’s needed
  • IIIWin and grow
    • Story, rehearsal and presentation coaching, and in the room on the day
    • Growth plans to expand key accounts after the win
For independent founders and network leaders facing a must-win pitch
Monthly or quarterly

Strategic Creative Advisory

Visible creative leadership at the top

A senior creative voice for the CEO, CMO or board when positioning, reputation or a big moment is on the line. Built on my years as Partner and Chief Creative Officer at Brunswick Group in London.

  • For example
    • Corporate positioning and narrative
    • Crisis and critical-moment creative
    • Agency roster review, briefing and pitch management
    • Creative benchmarking and team evaluations
    • Creative leadership mentoring
For CEOs, CMOs and boards

Every engagement can be shaped to the situation. Fees are agreed per engagement after a first conversation.

Looking for a turnaround?

Book a call
Meme: a police officer with arms folded. If I say turn around, don't sing the next line.

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