McCann Sydney replaces ECD Dejan Rasic with Jerker Fagerstrom

Fagerstrom charged with lifting the profile of McCann Sydney creative

Fagerström charged with lifting the profile of McCann Sydney creative

McCann Sydney has raided WPP agency DT for a new executive creative director, appointing Jerker Fagerström, who replaces Dejan Rasic.

Previous to that Fagerström led the creative team at DDB Stockholm and prior to that was head of planning and a founding partner at Saatchi & Saatchi Sweden.

The move reflects a desire by the Sydney office to compete with the output of the Melbourne agency, with incumbent Rasic understood to have left several weeks ago.

McCann Sydney managing director, Adam Lee, said Rasic had left the agency to pursue other projects and that Fagerström would offer the agency’s creative output a new perspective.

“There was a very immediate aligning of minds in terms of what we valued most and what we wanted to get of the agency moving forward,” Lee said.

“I’m also a big fan of diversity in backgrounds and the fact Jerker has come from being an officer in the armed forces back in Sweden, then coming into an ECD role after having been a planner is a benefit to our company.”

Jerker said coming from DT he had learned a lot about another side of the the business and he was keen to break down the boundaries he saw in Australian advertising between above and below the line advertising.

“The one thing that fascinates me with Australian advertising is this fascination with this imaginary line between above and below that no one else in our industry enjoys,”Fagerström said.

“It’s something I have never adhered to and never appreciated myself.

“McCann is doing great, innovative work across creative, digital and media and it is an immense privilege to be part of this team.

“I am a huge believer in the potent combination of creative and technology and I look forward to working with existing and new clients to help them create great work that works.”

Lee said one of the challenges being set for the new ECD was to bring the creative output of Sydney in line with the Melbourne office of McCann, which has been on an award-winning run over the past five years, kicked off with the record-setting Dumb Ways to Die.

We make no mistake that we need to increase the profile of the work coming out of the Sydney office,” Lee said.

“McCann Melbourne has done a stellar job over the last five years off the back of dumb ways to die and Tiger Air and V-Line.”

“I want to be competing with them in terms of creative output; that is absolutely our goal. And then on top of that there is some more fundamental business  metrics.”


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