Executives from 180 first approached Fallon group creative director Peter McHugh about joining the Amsterdam shop in September, before a review for global creative duties on the $100 million Adidas account had gotten under way.
McHugh didn't immediately join the agency, but subsequently lent a hand to 180's successful effort (with TBWA\Chiat\Day) to win the Adidas business. McHugh will now move from Minneapolis to Amsterdam to become a partner and executive creative director, the top creative post, at 180.
"It was an interesting opportunity, and it got more interesting as we teamed with TBWA and Lee Clow, whom I worked with [in the past]," said McHugh, who served as ECD of TBWA\C\D's Toronto office prior to joining Fallon in 1995. "It's an opportunity to work on a great brand at a great point in time."
Guy Hayward, a partner at 180, said McHugh was the standout in a global search for a top creative that began last summer.
"His was our favorite reel," Hayward said. "It showed he was keen on developing people in his department and was capable of doing creative work himself."
TBWA\C\D and 180 bested the team of Leagas Delaney and DDB to pick up creative duties on the Beaverton, Ore., athletic-wear maker's account. The Playa del Rey, Calif., office of TBWA\C\D will serve as the U.S. hub for the global account, with 180 acting as a European base, sources said. Global media duties are handled by Carat.
TBWA\C\D is said to be interested in acquiring 180, possibly to fold it into TBWA Campaign Company, its Amsterdam agency, sources said. Sources also said 180 is not interested in selling.
Hayward would not comment on the win or any possible acquisition by TBWA\C\D.
McHugh was one of two group creative directors at Fallon's Minneapolis office. He handled accounts such as Lee Jeans and Holiday Inn. His position will likely remain open and his duties assumed by Fallon creative director Bob Moore, group creative Bruce Bildsten and the current creative staffs on those accounts, said Fallon executive creative director David Lubars.