Episode 88 - Hermeti Balarin

Visuals: https://getbehindthebillboard.com/episode-88-hermeti-balarin

Episode #88 features the charming, uber-talented Hermeti Balarin, joint CCO at W+K London.

Hermeti works with his wife Ana, who was Behind the Billboard guest no. 9, which means the Balarin’s are our first ever married couple on the show 🎉

Hermeti & Ana started out at as interns at Mother before rising to Partners a decade or so later. Under their leadership, Mother was named International Agency of The Year twice by Ad Age thanks to iconic award-winning work on Stella Artois, IKEA, KFC, Boots and more.

We talked about recent minimalist OOH campaigns from brands such as BA, Kellogg’s, McDonald’s and Tesco, before focussing on Hermeti & Ana’s similar approach on Heinz and KFC and how ‘less is more’ is not really new at all, citing campaigns such as Silk Cut, which was the Daddy of them all.

We did a deep dive into KFC and the stories behind the Covid and AFC to ZFC work. Covid was a great example of every cloud having a silver lining. KFC and Mother decided to embrace the madness with ‘The World's Least Appropriate Slogan’ campaign, which resulted in the brand emerging from the pandemic stronger than ever. Never let a good crisis go to waste.

We discussed #FreeTheFeed, an incredible campaign featuring huge 50ft breasts dotted around the London skyline to raise awareness of the stigma surrounding public breastfeeding.

And we discovered how Hermeti is an Exec TV Producer, a decent basketball player, a Star Wars geek and the owner of the coolest hair in advertising.

Thank you so much Hermeti for coming on and sharing your stories and creativity. Hi to Ana and please both come back soon?!  

NB: In this episode Hugh repeatedly mispronounces the words Wieden & Kennedy. We have no idea why this happened. We apologise if this affects your listening pleasure and Hugh promises it will not happen again. Arse.