O&M London's Planner, Chris Toumazis, has been selected as one of Campaign's Faces to Watch 2017, a compilation of 19 of the industry's youngest, most ambitious and talented individuals.
Ogilvy & Mather London's CSO, Kevin Chesters, nominated Chris saying: "Chris has had a stellar year, and I genuinely don’t know how he fits it all in. He’s only been a planner for two years but he has the wisdom and intelligence of a planner with five times those miles on the clock. He was the lead strategist on the ‘#Outrage is not enough’ campaign from Amnesty International.
Chris was involved from the brief to the original concept and all the way to delivery of a multi-channel, impossibly complicated final social project. He briefed the teams, worked with the teams and marshalled the responses in real time. The work was one of the highlights of Ogilvy & Mather’s 2017 output. The pinnacle was winning at the PRWeek Awards, British Arrows and Cannes."
Speaking to Campaign about how the industry needs to shift its thinking in order to attract and retain the best talent, Chris believes: "We don’t need an industry overhaul to retain young talent. And we definitely don’t need ping-pong tables or playground slides. Let’s go back to basics.
Pay people what they’re worth, from day one. Train them and coach them; give them more than a five-minute PowerPoint induction. Easy on the acronyms, and kill the jargon – it’s bewildering and isolating. Give them a sense of pride, purpose and belonging by making them feel like part of the gang. Value their opinion, and empower them to challenge the status quo. Be generous with feedback; make it informal and immediate, and focus on the positives. Trade the ping-pong table for a good tea selection, and the playground slide for a fully stocked fruit bowl. Subsidise the canteen, and make breakfast free before 8.30.
All of these things will help and equip them to make great work. Work that their mates will talk about in the pub. Work they’ll be proud to be a part of. And that's the key to holding on to those people because that’s what they’re there for, after all."
Chris also suggested one thing the industry should change to improve the experience of working in adland: "I’d like to see an industry that puts its time, space and creative verve to better use in the real world.
Just as countries apportion income for international aid, let’s ask every media brand to donate a portion of their inventory to charities that champion worthwhile social causes. Some do it already, but an industry standard will set a level playing field so no one gets unfairly penalised
We could debate the number, but I’m stumping for 5%. That’s one in twenty ads with some sort of social agenda. That feels about right. Then let’s ask every agency to donate 5% of its time to come up with brilliant ideas to fill that space.
A social good target would help us all channel our creativity towards worthwhile organisations, which may not otherwise have the voice or the platform they need to effect change. That can't be a bad thing."
See more from Chris in Campaign's Faces to Watch 2017 here.