DAVID Madrid

Group Creative Director

2022 – 2025

Ogilvy Germany

International Executive Creative Director

2019 – 2022

  • Took Ogilvy Germany to their best ranking at the ADC.

Ogilvy Johannesburg

Writing Group Head

2007 – 2019

  • Named the best writer in South Africa twice and in the Top Ten four times.

  • Nine D&AD pencils and seventeen Cannes Lions, three of which are Grand Prix Awards.

  • Won the WPPed Crème de la crème award for the best advertisement in the WPP network.

  • Every brand I run, has consistently been named in the Sunday Times Best Brands Top Ten since 2010 as well as featuring in the Top Ten Brands for the Loeries Awards for Creative Excellence in Africa and the Middle East.

  • The awards I have won over the last five years, have been the primary contributors to keeping Ogilvy Johannesburg in the top ten in the Ogilvy network and the top agency in the country, according to the Creative Circle and WPP rankings.

  • Castle Lager

    • 4th on the list of South African brands with the greatest value according to a report released by WPP and Kantar Millward Brown with a value of $3.2billion. I have relaunched this brand twice and personally changed their strategic platform with great success on the last relaunch.

  • KFC

    • KFC Africa is the 5th largest YUM! region in the world. I have relaunched them twice and am currently busy with their third relaunch which has just won the YUM! Best Brand World award at the Global YUM! conference.

    • Based on the productive working relationship with the KFC CMO (Mike Middleton), he won marketer of the year at the Loeries Middle East and Africa Awards. He mentioned me in his acceptance speech.

    • The Superman Achievement Award at the global YUM! Marketers Conference in Dallas.

  • Cadbury’s

    • The second largest confectionery brand in the world operating in more than 50 countries with 47% market share in South Africa.

    • Pitched and won the account and kept it from international realignment with a competitor agency.

    • Called to an international brainstorm in London bringing together top creatives from around the world to work on their new product.

  • Lucozade

    • Built this international energy drinks sales through a low budget campaign that saw sales growth of 23% (14.4 million bottles sold).

  • Ogilvy

    • Led internal communications upliftment programmes based on the principles of David Ogilvy.

    • Tasked by the board to create brainstorm spaces for creatives and worked with an office space design firm to create the plans for five custom built shipping containers to provide brainstorm spaces.

    • On two separate occasions, I took every Ogilvy Jo’burg writer away on a Writer’s Retreat and taught them the Art of Storytelling.

The Jupiter Drawing Room

Senior Writer

2003 – 2006

  • In one week of pitching on four South African Blue Chip companies, Sasol (petroleum), MTN (telecommunications), SAA (national airline) and ABSA (one of the four big banks), we won every account. The press dubbed it “The Perfect Storm.” The billion Rand in new business launched The Jupiter Drawing Room into the title of Biggest Agency in the country.

Other clients I worked on:

  • Discovery Financial Services - Currently with a revenue of 34 Billion Rand, they have subsidiaries in South Africa, they have opened a bank and provide services in America, China, United Kingdom, Singapore and Australia. My partner and I operated their vehicle insurance division.

  • CNA - The largest stationary supplier in South Africa with over a hundred and seventy stores throughout the Southern African region. We repositioned the brand as the retailer that gets it first. We launched a full campaign and continued to build the brand into national awareness.

  • Toys R Us - We rolled out all their local communication.  

  • Planet Fitness - My partner and I grew them through the early stages of their gym empire.

  • Girls and Boys Town - We were proud to be the lead creative team for this non-profit company that cares for orphaned and troubled children.

  • Nedbank - One of the big four banks in South Africa with over a trillion Rand in total assets. We were responsible for shifting their existing image of an old bank for old people, to a younger more contemporary bank ready to service the youth market.

 

Red Nail Advertising

Junior Writer

2002 – 2003

  • With no formal training in the field, I begged my way into this agency by promising to work for free in their parking lot. The first brief they gave me had been in the agency for over half a year. It was to invent a new chocolate bar for Cadbury’s that would promote sharing. I cracked the brief, they got the business for the newly invented product and they brought me in to come work on some more of their other business.

Other clients I worked on:

  • Plascon - Wrote promotions and below the line competitions for this South African paint company that exports to ten other African countries and is the biggest competitor to Dulux locally.

  • The MTN foundation - The Corporate Social Responsibility wing of MTN which invests some of their seventy-five Billion Rand from ICT across Africa into education, enterprise development, health and building and equipping customized ICT centres for special needs schools.

  • Fiat Automotive - Responsible for rolling out banner ads and Television tags with competitions.  

  • FHM magazine - Worked to develop promotional elements.

 

Contact

krudavid@gmail.com

+49 173 713 1241