The view from the other side
In conjunction with the Epica Meetings, the jury also visited a few of Amsterdam’s hottest agencies. 180, for example, sets the standard on an international level.
Amsterdam's reputation as one of the world's creative capitals began in the early 90s with Wieden & Kennedy. That was when Nike moved its headquarters to Amsterdam. This impulse soon attracted other agencies. One of these was the hot store with the creative name 180 in 1998.
Behind the number lies the 180 degrees of a complete turnaround, with which you can save yourself from a situation when you suddenly can't go any further. The motto of 180 (see above) is said to be a quote from star director Francis Ford Coppola, reveals agency founder and Chief Creative Officer Al Moseley.
Today, 65 people of 17 nationalities work at 180 and design "creativity without frontiers". The agency, which is rather large by Swiss standards, nevertheless functions like a boutique. The hierarchies are kept very flat. The way the team works is also illustrated by the meeting room (left), where all participants in a brainstorming session sit in a group of equals and can contribute their ideas unfiltered.
Playstation is one of 180's best-known international customers. Global marketing for PS4 is managed from Amsterdam. Replay jeans are also sold worldwide thanks to 180. The agency is currently working on a comprehensive repositioning for DHL for the coming year. The driving force behind the numerous successes is that the agency is also managed by a creative despite its size. Even as CEO, Al Moseley is still in very close contact with clients. As a creative, he says: "Amsterdam is a very international city and also allows this kind of thinking to mature." Otherwise, he argues 180 degrees against the mainstream: "Content is everywhere. Its execution, that's king." When there are tens of millions of films on YouTube, a commercial is only sought out "if it's really top-notch".
Andreas Panzeri
