John O'Keeffe

Advertising Jury Chairman

John O'Keeffe | Worldwide Creative Director: WPP

The WPPED Cream annual is an historical document. It reflects the times and the tastes of every region WPP companies operate in, i.e. everywhere. The times, it must be said, have been pretty challenging this past year for most of our clients and, therefore, for ourselves. We publish this year's book in the middle of what some commentators have called the worst global recession since the 1930s. Such circumstances, and even the milder downturns we've all lived through, generally herald a fairly conservative approach from marketers. This often means it's harder to get to the really great solutions we know will actually deliver the best results. So we should take enormous pride in the fact that WPP agencies continued to focus on creativity and, for example, increased our tally of Lions at Cannes, while key competitors fell back. As you know the advertising results are based on points scored in some of the toughest shows - D&AD, Cannes, The One Show, Clios, and London International. Our Crème de la Crème, by a clear margin, is the wonderful IKEA 'Bigger Storage Ideas' campaign from Ogilvy Frankfurt. But there is wonderful, world-class work from every region, and indeed from all our businesses, on every page.

If we can deliver that kind of performance in a year like the one that's just been, we should be confident enough in our ability to remain at the top of the creative tree - where I think we belong.

Congratulations everyone.