Communicate

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Almost a year ago, when Grey Worldwide’s CEO Philippe Skaff asked British advertising guru Neil French who he would recommend to fill an executive creative position, French had one name for him: Danny Higgins. He was, French said, “one of the top 10 creatives in the world.” Ten months later, the 45-year-old Higgins moved to Dubai to become Grey’s chief creative officer.
 
Higgins is used to moving around: he’s worked in London with Euro RSCG and Saatchi & Saatchi; the Ball Partnership in Singapore where he later helped set up Saatchi; and Sydney for Euro RSCG again, then TBWA, then Leo Burnett.
 
Bored of advertising, he was setting up his own product development company in Sydney when Skaff got in touch with him and convinced him to return.
 
Skaff expects Higgins to “shake the whole system up.” With that in mind, he has been given a salary to match the importance of his position. But Higgins says he’s not in it for the money.
 
“I was primarily enticed by Philippe’s energy, drive and vision, I had a connection with him personally,” he says. “Here is a creative guy – and a maverick – heading the company. The energy that comes from that creates a really sweet momentum. Plus, he totally understands structure and is ready to move to a purely CEO role while keeping a few hand-picked clients.”
 
Higgins says he’d never really considered the Middle East prior to his encounter with Skaff, but he strongly believes that what Asia-Pacific advertising achieved in the 80’s, when it began to garner attention from the international ad scene, can be repeated here. But – he warns – it must be done quickly.
 
“We must start immediately, because this business moves too fast,” he says. “I’m not here to rule; I’m here to lead. I’ve had bosses sit on me, it drives you insane; creative people actually need to be let free. You must give them room, responsibility, time, and allow them to make mistakes and learn fast from them.”
 
Since his arrival on November 1, Higgins has been traveling around Grey’s regional network meeting clients and has already worked on some pitches. He’s also had several calls from friends in the industry, curious about why he moved to Dubai and what was happening in the region. This is a sign that the region’s starting to register on the international advertising map, he says.
 
“Once a country starts to get attention, it fast becomes combustible,” he says. Skaff has hired him to light the fuse.

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