Integrated marketing agency LIFE has appointed ex-MEC, Mother and KesselsKramer creative heavyweight Maurice Van De Ven as executive creative director to lead its new ‘Create Consequence’ orientation.
Van De Ven will provide leadership and take responsibility for the creative direction of all agency accounts as LIFE launches ‘Create Consequence’ – the agency’s new point of view. LIFE’s new creative proposition puts strategic and creative leadership at the top of the agenda with its decision making judged by the brand’s P&L. Developed with LIFE board director Professor Leslie de Chernatony, it defines the marketing communications rigour clients should be demanding from a progressive agency.
Before joining LIFE, Van De Ven was with MEC Global London where he was ECD responsible for building the agency’s first conceptual ideas division, cultivating creativity across the network, and leading MEC to its most successful year of award wins.
Prior to MEC Global, Van De Ven was global creative director at StawberryFrog Amsterdam working on P&G global, amongst others. His CV also includes stints as creative director at Mother London, working on its Yellow Pages, Greenpeace and Orange accounts, at brand consultants The Chase and legendary Amsterdam agency KesselsKramer.
Van De Ven will report to LIFE managing directors Ian Humphris and David Poole.
Ian Humphris, joint managing director of LIFE, said: “Maurice has a brief to smash the walls down. We’re building a creative power house and are attracting clients who want more strategic creative work. We want our work to count and we want to work with clients that give a shit – not all do.”
Van De Ven added: “I am delighted to be joining LIFE. They are a fantastically strong-minded, intelligence-led agency with some phenomenal clients. I’ve been looking for the opportunity to shape a creative team that can respond to the phenomenal speed of change in our industry and work with clients to figure out what’s important and what’s no.”