McHugh Does a 180

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 $80-100 million Adidas account was under way.

While McHugh didn’t join the agency, he subsequently lent a hand on 180’s successful effort (with TBWA\Chiat\Day) to win the Adidas business. Now, he has decided to move to the Netherlands from Minneapolis to become a partner at the shop, as well as executive creative director.

“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 at TBWA\C\D’s Toronto office before 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 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 capa ble of doing creative work himself.”

TBWA\C\D is said to be interested in acquiring 180, possibly to fold it into TBWA Campaign Co., its Amsterdam agency, said sources. But some also said 180 is not interested in selling.

TBWA\C\D’s Playa del Rey, Calif., office will be the U.S. hub for the global Adidas account, and 180 will be the European base, sources said.

McHugh was one of two group cds at Fallon, Minneapolis. His position will likely remain open, said Fallon executive creative director David Lubars.