This story appears in the May issue of ForbesLife magazine, dated May 21, as a feature entitled “Madder Men.”
Text by JENNIFER ROONEY, JACQUELYN SMITH, and ZACK O’MALLEY GREENBURG
Style Director: JOSEPH DEACETIS
Associate Fashion Editor: PAIGE REDDINGER
Shot on location in New York at The Four Seasons Restaurant and Grand Central Terminal
Leonardo Premutico // Johannes Jacobs
COFOUNDERS, JOHANNES LEONARDO
Bacardi, Google, Coca-Cola, and Anheuser-Busch InBev mark an impressive client roster for five-year-old Johannes Leonardo, started by former Saatchi & Saatchi New York executive creative directors Jan Jacobs and Leo Premutico. The duo’s work has been lauded by major awards shows such as the Clios and Cannes Lions, and their 2008 Super Bowl spot for Tide featuring the “talking stain” was named among the top 20 Super Bowl ads of all time by Advertising Age. More recently, the team’s talent has been evident in Google’s Re:Brief project. Jacobs’s personal style? “I do love a great suit even though I rarely put one on—I’m really a beach bum at heart.” Premutico defines his simply: jeans, T-shirt, and a jacket. “We need stuff we can be loose in and think creatively in. Not clothes that we’re just wearing for meetings.”
Premutico: Suit ($2,540) by Louis Vuitton; louisvuitton.com. Shirt ($495) by Belvest; belvest.com. Tie ($320) by Brunello Cucinelli; brunellocucinelli.com. Pocket square ($125) by Isaia; isaia.it. Watch ($18,000) by Ralph Lauren Fine Watchmaking; ralphlaurenwatches.com. Shoes ($1,050) by Hermès; hermes.com.
Jacobs: Suit ($1,795) and tie ($130) by Calvin Klein Collection; calvinklein.com. Shirt ($645) by Brunello Cucinelli; brunellocucinelli.com. Belt ($295) by Massimo Bizzocchi; massimobizzocchi.com. Shoes ($1,030) by Louis Vuitton; louisvuitton.com.
Lori Senecal
CHAIRMAN AND CEO, KIRSHENBAUM BOND SENECAL+
Lori Senecal oversees an ad agency that can boast of many iconic campaigns, from the “Snapple Lady” to Target’s “Bullseye.” Since joining in 2009, she has helped client BMW reintroduce “The Ultimate Driving Machine.” Previously, she served as president of the New York office of McCann Erickson, where she worked on major brands, including Xbox and Coca-Cola. The Montreal native speaks fluent French and wears all black, all the time. “Great advertising is not that different from great style—both have more impact when they are unique, distinctive, and leading edge,” she says. Her style is inspired by Apple, because she loves its clean modern edge, monochromatic sleekness, and consistency. That goes for her food, too: The Tribeca resident can be found every Friday evening eating dinner at the bar at Nobu.
Dress ($2,490) by Carolina Herrera; carolinaherrera.com. Purse ($2,820) by Prada; prada.com. Shoes ($595) by Bally; bally.com.
Jerome Austria
GROUP DIGITAL CREATIVE DIRECTOR, DEUTSCH LA
Before joining the advertising world, Jerome Austria worked the night shift as a security guard, drove a gas truck and fueled planes at an airport, and collected carts in a Costco parking lot. He has since directed an interactive Nike commercial featuring Rihanna; spearheaded Volkswagen’s online Super Bowl teaser, “The Bark Side”; and amassed more than 50 international awards for his work. Earlier in his career, Austria spent nearly three years at Wieden & Kennedy New York, where clients included Coca-Cola, Nike, and ESPN. He enjoys checking out the latest “curated craziness” by Humberto Leon and Carol Lim at Opening Ceremony in Los Angeles. And how does he characterize his style? “Teenage grown-up.”
Suit ($2,860) by Bottega Veneta; bottegaveneta.com. Shirt ($310) by Waraire Boswell; waraireboswell.com. Tie ($225) by Title of Work; titleofwork.com. Tie clip ($180) by Lanvin; mrporter.com. Pocket square ($85) by Massimo Bizzocchi; massimobizzocchi.com. Watch ($2,699) by Ball; ballwatch.com. Cuff links ($135) by Paul Smith; mrporter.com. Shoes ($790) by Prada; prada.com. Umbrella ($850) by Burberry Prorsum; burberry.com. Briefcase ($4,475) by Santiago Gonzalez; neimanmarcus.com.
Emmanuel André
COO, TBWA WORLDWIDE
When Emmanuel André grew bored with finance as a business school student, he sought a more creative career: advertising. André served as TBWA Worldwide chief of staff for three years before becoming regional director of TBWA Asia Pacific in Hong Kong. He returned to New York in 2008 and assumed the role of COO for TBWA Worldwide; clients include Apple, McDonald’s, and Visa. “I lead a double life,” he says. When he’s not attending to his duties at the ad agency, he’s engaged in portrait photography. His work has been showcased globally and published in various books and magazines. Behind the lens, you’ll find him in a T-shirt and jeans; at the office, he almost always sports a black suit, white or blue shirt, and a skinny black tie. “I like to sophisticate the unsophisticated,” he explains. “The very best pieces are often the simplest ones that stand the test of time.”
Jacket ($1,795), shirt ($350), tie ($145), and shoes ($625) by Canali; canali.it. Pants ($946) by Louis Vuitton; louisvuitton.com. Pocket square ($125) by Isaia; isaia.it.
David Eastman
CEO, JWT NORTH AMERICA AND WORLDWIDE DIGITAL DIRECTOR
David Eastman (left) was an actor before he got into advertising. Post-drama school in the U.K., he landed a gig in Glengarry Glen Ross. “That was as good as it got,” he says. Transitioning to the ad world came through an early role at Agency.com, a briefly public company that eventually became part of TBWA. He’s now CEO, JWT North America and worldwide digital director, and has worked with brands such as Johnson & Johnson, British Airways, T-Mobile, Mercedes, and Nestlé. On Mad Men, he says, “everybody wore suits, even the creatives. There must have been a moment in time when the account people were the only ones who wore suits. To this day, they’re called ‘suits.’ ” His style? A mix of casual and formal. “If I try to emulate anyone it is probably my father. His influences were people like Cary Grant.”
Suit ($5,195), shirt ($450), tie ($195), and shoes ($1,250) by Ralph Lauren Purple Label; ralphlauren.com. Watch ($16,800) by Ralph Lauren Fine Watchmaking; ralphlaurenwatches.com. Socks ($35) by Pantherella; pantherella.com.
Mark Beeching
WORLDWIDE CHIEF CREATIVE AND STRATEGY OFFICER, DIGITAS
Mark Beeching’s (right) career began in children’s theater as a writer and actor. He later worked as a radio journalist in Munich but left to pursue a doctorate in linguistics. He eventually abandoned that to set up a London ad agency with his brother. “I knew more or less nothing [about advertising] but was happy to learn,” he says. Today, Beeching is worldwide chief creative and strategy officer at Digitas, an integrated digital agency where he’s worked with big brands like American Express, Samsung, Delta, Kraft, and Procter & Gamble. “The best ideas always come from identifying with people as people, not as advertising targets,” he says. Beeching’s style is influenced by his father, who wore secondhand suits from thrift stores and white canvas sneakers. “It embarrassed me at the time, but looking back, he always looked like a rock star.” Beeching, the father of two daughters, is a lifelong nondrinker and has never smoked a cigarette. “Not very Mad Men,” he says. “But it’s my own form of rebellion.”
Suit ($3,325) by Hermès; hermes.com. Shirt ($475) and tie ($215) by Brunello Cucinelli; brunellocucinelli.com. Pocket square ($125) by Isaia; isaia.it. Watch ($14,400) by Montblanc; montblanc.com. Hat, subject’s own.
Socks ($35) by Pantherella; pantherella.com. Shoes (price upon request) by DiBianco; scarpedibianco.com.
Sara Rotman
FOUNDER, CEO, AND CHIEF CREATIVE OFFICER, MODCO CREATIVE
Sara Rotman is founder, CEO, and chief creative officer of creative branding agency MODCo Creative—short for My Own Damn Company. Rotman’s shop sits behind Nina Ricci, Theory, Jack Rogers, and Carolina Herrera, among others—but she’s most proud of her work with Vera Wang and Tory Burch. She worked directly with Burch to create all brand materials, including the iconic Tory Burch logo, package design, and original store design. MODCo also created brand images for all of Vera Wang’s licensed brands, including those for David’s Bridal, Zales, and Kohl’s. MODCo’s tattooed “Boss Lady,” as dubbed on her business card, who doubles as a competitive polo player and owns eight horses, also founded scarves and accessories line Loquita. When it comes to fashion, Rotman values beautiful construction and fit. She describes her style as “punk rock with a couture edge, and a little vintage thrown in here and there.”
Dress ($1,570) by Alexander McQueen; alexandermcqueen.com. Shoes ($750) by Walter Steiger; waltersteiger.com. Bracelet ($3,800) by Darcy Miro; brokenenglishjewelry.com.
Steve Stoute
FOUNDER AND CEO, TRANSLATION
Last summer at the U.K.’s Glastonbury music festival, Beyoncé’s set included a rendition of “Happy Birthday.” It was directed at neither Jay-Z nor the Queen of England, but Steve Stoute, who has scored her deals with the likes of Samsung and Tommy Hilfiger. Since launching Translation in 2004, he has also paired Jay-Z with Reebok, LeBron James with State Farm, and Justin Timberlake with McDonald’s. His proudest recent achievement: winning the coveted Bud Light account. “It said a lot about how fast the company has grown.” Stoute sees a resurgence of the old model, in which agencies are in charge—but this time, he thinks it will be small, agile players making waves. “When you watch [Mad Men], clients let the big agencies lead them,” he explains. “With the smaller companies now, clients are saying, ‘We want some independent thought.’ ”
Jacket ($4,995) by Ralph Lauren Purple Label; ralphlauren.com. Shirt ($900) by Charvet; charvet.com. Tie ($195) by Brioni; brioni.com. Eyewear ($360) by Tom Ford; tomford.com. Fob chain and watch ($7,500) by Ralph Lauren Vintage Collection; ralphlauren.com. Watch ($80,000) by Franck Muller; franckmuller.com.
Ajaz Ahmed
COFOUNDER AND CHAIRMAN, AKQA
Ajaz Ahmed pays little heed to clothes; he hasn’t got time. Efficiency comes through a “uniform” of J.Crew slacks, black cashmere sweater, and Nike SB line skateboarding shoes. “My style is more Silicon Valley than it is old-school Madison Avenue,” says the cofounder and chairman of digital shop AKQA. Indeed, style shortcuts are a consequence of industry success. Ahmed was 21 when he founded AKQA in 1995. Today his global agency counts Nike, Volkswagen, Google, and Heineken as clients. Early heroes Sir Richard Branson and Sir Alex Ferguson (manager of football club Manchester United, rival to Ahmed’s beloved Arsenal club) have provided the author of Velocity (with Nike’s Stefan Olander) a blueprint for winning. Ahmed’s proudest wins? “When the people you hire achieve success for your clients,” he says. “The other ecstatic part of my career is when the ideas that we produce are of real interest and use to audiences.”
Jacket ($1,995), shirt ($425), pants ($475), and pocket square ($125) by Isaia; isaia.it. Tie ($115) by Richard James; mrporter.com. Watch ($2,699) by Ball; ballwatch.com. Bag ($1,075) by Canali; canali.it.
Jimmy Smith
CEO AND CHIEF CREATIVE OFFICER, AMUSEMENT PARK ENTERTAINMENT
If he couldn’t be a professional basketball player, his childhood dream, then Jimmy Smith at least wanted to dress the part. “I’m a Jordan guy. Brand Jordan,” Smith says. “All the retro sneakers, all the original Air Jordan. If I’m getting dressed up, then I’ll actually put on a Jordan tracksuit. Otherwise, it’s shorts, T-shirt, and gym shoes.” The author of Soul of the Game and The Truth and the writer behind the MTV documentary Battlegrounds for Nike now runs Amusement Park Entertainment, a co-venture with IPG. That’s after a career that included stints at Wieden & Kennedy, where he created “Book of Dimes,” an ad starring LeBron James and Bernie Mac for Nike; BBDO, where he served as executive creative director for Motorola; and TBWA/Chiat/Day L.A., where he was group creative director on Gatorade. Smith drove the transformation of Gatorade to simply “G,” a decision that helped evolve the product line. Influences: “Jesus Christ. My parents. Family. The guy who raised me creatively was Bootsy Collins.” Before our shoot, Smith had never worn a suit, not even to his mother’s funeral. “I wore a jersey suit. A white one. I knew she’d be like, ‘Now, Jimmy, you know you don’t wear suits.’ ”
Suit ($7,910) by Kiton; kiton.it. Shirt ($595) by Cesare Attolini; cesareattolini.com. Tie ($205) by Louis Vuitton; louisvuitton.com. Shoes ($695) by Esquivel; bergdorfgoodman.com.
