DraftFCB Gets Significant Creative Infusion

The principal lead creative behind Volkswagen’s wildly popular mini-Darth Vader phenomenon is bringing his force to Draftfcb in Southern California. 

 

Eric Springer, most recently chief creative officer of Santa Monica-based Pitch, and who spent much of the past decade growing Deutsch/LA from a 15-person start-up to a highly regarded machine, is joining the Draftfcb Orange County office as EVP, Chief Creative Officer on Jan. 2, 2013. In his new role, he will also establish a creative beachhead for Draftfcb in Los Angeles, while overseeing the creative output of both locations. 

 

Springer will assume primary creative responsibility for Draftfcb’s Taco Bell account, which the agency has handled since 2000. He joins as the agency’s “Live Más” campaign, launched earlier this year and which includes wildly successful work for Doritos Locos Tacos and the Cantina Bell menu line, has received industry accolades for going above and beyond for customers and driving strong sales. It has also earned praise for crossing cultures and speaking to the diverse consumers who make up the changing landscape of The New America. 

 

“Eric makes brands famous,” said Tom O’Keefe, ECD of Draftfcb North America. “He will help take Taco Bell and all of the agency’s clients to even greater heights – and work his magic on new brands he undoubtedly will bring into the network.  He is a gifted storyteller who creates campaigns that resonate with consumers, and he’s a proven leader.  With our new satellite office in L.A. supporting Orange County, we know Eric will help infuse our agency with a deeper bench strength of creative talent in both locations."

 

"We are very excited that Draftfcb is hiring a person of Eric's creative caliber to lead Draftfcb’s operations in Southern California,” said Brian Niccol, Chief Marketing and Innovation Officer at Taco Bell.  “We have been very pleased with the work from Draftfcb Orange County this year, and now with Eric's creative leadership we are even more excited to see the work get better and better." 

 

Other clients on Draftfcb’s roster in Orange County include Petco and the Ad Council’s Wildfire Prevention/Smokey Bear accounts.

 

Springer, a 20-year industry veteran, led Deutsch’s transition into digital media, building fully integrated accounts, and producing digital and viral campaigns for clients including Volkswagen, Coors Light and General Motors. He was lead creative on countless new business pitches resulting in millions in increased billings and revenue. In addition to VW, Springer’s other notable campaigns include: “Happy Cows” for California Cheese, “Rethink” for Saturn, and the Blockbuster/Pay-Per-View campaign for Direct TV. He has worked for creative hot shops including TBWA\Chiat\Day, DDB, and Hal Riney & Partners.

 

“This is an exciting next step in my career,” said Springer. “I’m excited about joining the team and continuing to reinforce Taco Bell as an iconic brand and the envy of the industry. I’m also looking forward to helping strengthen Draftfcb’s creative reputation in Southern California and adding to the creative community within Los Angeles.”