Pringle nets advisory role at 23red

Integrated agency 23red has become the first agency to sign up former IPA director general Hamish Pringle – and no doubt thumb through his extensive contacts’ book – by handing him the role of strategic adviser.
Pringle, who officially leaves the IPA this month, will advise on the new 23red offering, dubbed “Great Good,” which is designed to educate brands and businesses on how best to leverage their ‘good’ corporate and internal behaviour as part of their marketing mix.
After ten years at the IPA, Pringle will lend 23red additional expertise in the development and stewardship of corporate, product and service brands, advising them on how to market their core values. 23red has a history of ‘values-based’ marketing, having created a recent campaign for Bacardi ‘Champions Drink Responsibly’, featuring Michael Schumacher and now Rafael Nadal, and is the lead partnership marketing agency for the Department of Health on the Change4Life campaign.
Pringle commented: “I first got to know Jane Asscher (23red managing partner and chairman) when she got heavily involved in the IPA/ISBA/CIPS ‘Value Framework Initiative’ which led to the highly regarded ‘Magic and Logic’ best practice publications. I was most impressed with Jane’s contribution and we’ve stayed in contact ever since through her membership of the IPA Council. When I announced that I was standing down from the IPA role 23red were one of the first companies to get in touch and I’m delighted to have been appointed as their strategic advisor by Jane and her business partners. ”
Asscher said: “We have ambitious growth plans for our agency and we took a decision last year to recruit a senior strategic advisor to play a key role in developing our proposition to clients and help us take our business to the next level. In Hamish we’ve found someone whose expertise across a very wide range of markets and current understanding of what clients want from an agency will be of great value to us.”
Pringle started his career in advertising in 1973 at Ogilvy, and worked at a number of agencies including BMP and AMV before co-founding his own business, Madell Wilmot Pringle. The venture ran for three years, after which Pringle worked at Leagas Delaney, K Advertising and Saatchi & Saatchi. He was appointed IPA director general in August 2001.
Pringle is also on the Council of the Advertising Standards Authority, a fellow of both The Marketing Society and the IPA and a past chairman of industry charity NABS.