Mark Ritson's Fuckup

"I was working for Loewe the wonderful Spanish luxury brand (not the German TV people). We were trying to revitalise the brand after many years of lovely slumber. I pushed the CMO, CEO, and Creative Director to go hard and modern and transgressive.

‍

Unfortunately, they listened and produced a campaign that we all loved but which made the top of the Spanish news when it aired a few months later. Everybody eventually got the push. Though the brand did eventually become very modern and very cool the lesson was not to try and do it all in one season. Gently, gently update the monkey."

‍