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September 2007 - Strategy Magazine
Special Report

Richard Burjaw, VP Marketing, Pepsi Cola Canada picks:
Ian MacKellar
VP/ CD BBDO

by Mary Dickie
page 30

Ian MacKellar began his career in 1991, and worked as a copywriter or creative director on accounts like Bell Mobility, Ikea and Panasonic at Cossette and Geoffrey Roche and Partners before joining BBDO nine years ago. There, he's developed clever and successful efforts for FedEx (the award-winning "Chameleon"), Campbell's (the "I Hate" ads) and Chrysler. But his work for Pepsi is what really stands out - particularly the award-winning Diet Pepsi "Forever Young" campaign, which featured thirtysomethings longing for their youth, then realizing that drinking Diet Pepsi is all they really need to do to recapture it.

"I'm most proud of the business and creative success I've had with the 'Forever Young' campaign," says MacKellar. "But that would not have been achieved without a strong, frank and trusting relationship between BBDO and Pepsi Canada."

"Ian has sold as much Pepsi as anyone else in our company," says nominator Richard Burjaw, who gives MacKellar credit for capturing diet cola share leadership with the "Forever Young" campaign, as well as widening Pepsi's share lead on regular colas and driving gains in the water category with Aquafina's "TDS" campaign.

MacKellar says his biggest challenge has been trying to change the perception that creative people can't be business people and marketers as well. "Some of the most intelligent marketing strategies have been born in the minds of 'creatives,'" he says.

"Ian has come to understand our business as well as any creative person we've worked with," confirms Burjaw. "Several times he has pushed us in a direction that was uncomfortable at first. And he's brought talent with him. We've seen a dozen great creative teams work on our business, with Ian's coaching. He's perfected a balance of delivering individual creative contributions while building excellent client rapport, and his business-building legacy will remain at Pepsi for years to come."

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