A Taste Of His Own Medicine

Nothing advertises you and your product quite so well as … yourself. Just ask Norman Mailer. Or Rob Schwartz, the executive creative director at TBWA\Chiat\Day.

After his agency won Adweek’s U.S. Agency of the Year honor this year, Schwartz vaguely recalled something about plans for a tribute billboard. But “after 8,500 meetings and 750 cups of coffee,” he says, he had completely forgotten about it. So Schwartz is driving home from his Playa del Rey, Calif., office recently, decompressing, when he looks up at the corner of Jefferson and Centinela and exclaims, “Fuck me! That’s me!” In fact, it was the billboard shown here, featuring Schwartz (at right) along with James Vincent, Robert LePlae, Carisa Bianchi and Lee Clow, as well as what is now the most sellable of the agency dogs, Maxima. The board was brought to L.A. drivers courtesy of Viacom and MetroMedia Technologies, one of TBWA\C\D’s grateful vendors. “I had to keep from smashing into the Toyota in front of me,” Schwartz recalls. “Unless you are Angelyne or the Donny Deutsch, you just don’t expect to see yourself on a billboard.”