BBH London + Creators Inc recreates iconic Johnnie Walker ad to launch IPA President Karen Martin’s manifesto to revitalise UK advertising
Karen Martin, the newly appointed President of the IPA and CEO of BBH, has unveiled a bold vision to revitalise advertising, reaffirming the vital role creativity plays in business success. While her agenda is set to impact the UK industry, her call for a renewed focus on creativity, diversity, and talent development is just as relevant for the global advertising industries.
Created by BBH London and Creators Inc, ‘The Woman Who Walked Soho’ film is a recreation of the agency’s iconic ad for Johnnie Walker, ‘The Man Who Walked The World’ and stars Martin walking through the streets of Soho in her trademark leopard print, in a passionate address to UK industry leaders and IPA members.
Following the launch of the film, Martin held a live Q&A, where emphasised the critical need to put creativity back at the core of business. Her speech also highlighted key challenges facing the ad industry today, including short-term thinking, over-reliance on AI, and a disconnect from the very thing that drives the industry forward: human creativity.
Prior to BBH, Martin spent 14 years in Australia’s ad industry, first as a Group Account Director at BMF from 2003 to 2011 before joining Host Sydney as Managing Director where she ran the agency’s largest account Bankwest, and won and ran Pizza Hut and Lion Beverages. In 2016 Martin departed Australia for the UK to join BBH, where she is now CEO.
Her message resonates strongly in Australia and New Zealand, where agencies are navigating similar pressures. As businesses tighten budgets and AI-driven efficiencies reshape workflows, the challenge remains: how do we ensure creativity stays at the centre of advertising and delivers long-term impact?
The film was directed by Jamie Rafn and featured cameos with creative leaders from across the industry including Sir John Hegarty, Nick Gill, Shelley Smoler, Rick Brim, Felipe Serradourada Guimaraes, Lynsey Atkin, Ana Balarin, Hermeti Balarin, Nils Leonard, Selma Ahmed, Genevieve Gransden, Jules Chalkley, Ant Nelson, Mark Elwood, Noel Bunting and Alex Grieve.
Reaffirming the power of creativity
With the creative sector supporting four million jobs across the UK and contributing an essential £40 billion to the economy, Martin emphasised in her address that “creativity, when applied to big business problems, drives big business impacts.”
The industry has, however, lost focus, according to Martin: “We’ve got lost in short termism, AI, mega mergers, budget pressures and regulatory constraints.”
She also cited recent industry insights from the BetterBriefs’ report, produced in partnership with the IPA and WFA, which highlighted that inefficiencies in processes, poor feedback, and weak briefs are undermining the potential for creative excellence.
Karen Martin’s vision for the future: 4 key initiatives
As part of the mission to reignite creativity, Martin unveiled a four-pronged approach to celebrate, train, attract and reward creative minds across the industry:
1. Celebrating human creativity
Martin announced that the IPA will bring creative directors onto its Council board, ensuring that those who fuel the industry’s growth and drive its success have a seat at the table.
The new President also called for a renewed focus on celebrating human creativity, urging the industry to balance the incredible potential of AI with the irreplaceable value of human-driven creative thinking. “AI has the incredible potential to augment, to scale and to personalise. But we should always ask the question: Should we be using it to create where a human hand could have done the same?”
2. Training the next generation of creatives
Recognising the need for world-class training for creatives, Martin revealed the professional body will be launching the IPA Creative Essentials Certificate. This new programme will provide emerging talent with the tools and insights to succeed in the industry.
Additionally, bespoke training will be introduced to help creatives better evaluate ideas, provide constructive feedback, and protect creative concepts from inception through execution.
3. Attracting more diverse creative talent
Martin also announced plans to expand Barn, launched by BBH in 2021 – the first and only ad school based inside an agency and now one of the most successful creative advertising courses in the country.
Barn offers an accessible route into the industry for students from different backgrounds, paying them the London Living Wage and helping to break down barriers and open doors to underrepresented talent. Over the next two years, the programme will increase its intake of students and collaborate with more partner agencies to ensure the industry reflects a broader range of voices and perspectives.
4. Rewarding creative excellence
Martin will introduce a new Creative Award as part of the prestigious IPA Effectiveness Awards. The new award will recognise the vital role of creativity in driving business success and celebrate the people behind the work that delivers tangible results.
A call to action for the whole industry
In a final rallying cry, Martin issued a call to action for all members to take ownership of creativity within their roles.
As Australia and New Zealand face their own industry shifts, Martin’s agenda serves as a timely reminder: creativity isn’t a ‘nice to have’—it’s the foundation of everything the industry does.
“This is about everyone who touches creative. From media to research to strategy and production. It may not be in everyone’s job description, but it’s certainly everyone’s responsibility,” says Martin.
Martin also called on the advertising community to embrace its power and influence, with a renewed focus on influencing a more sustainable future and taking pride in the value it can contribute.
Says Paul Bainsfair, Director General of the IPA: “We’re absolutely delighted to welcome Karen Martin as the new President of the IPA. In these challenging times, there’s no one better suited – with her intellect and passion – to lead our industry toward an agenda that is crucial for the future of our business.
“Creativity is our superpower. It comes at challenges from a fresh and unexpected perspective often using deceptively simple ideas to move markets. By fostering creativity in all its forms, I believe Karen’s agenda will unlock enormous potential and growth, both within our business and beyond.”
THE WOMAN WHO WALKED AROUND SOHO
Advertising agency: BBH London & Creators Inc
AGENCY
CCO: Alex Grieve
Creative Director: Lawrence Bushell
Designer: Fabian Adkins-Krijgsman
Designer: Lucia Volpe
Client Managing Director: James Rice
Head of Film: Georgina Kent
Project Manager: Khairah McFarlane
PRODUCTION
Director: Jamie Rafn
MD/EP: Chris Barrett, Creators Inc
Executive Producer: Faye Rizzo
DOP: Fede Alfonzo
Gimbal Operator 1: Ben Holmes
Gimbal Operator 2: Paddy Bartram
Focus Puller 1: Ben Woodbridge
Focus Puller 2: Jarod Kemp
Sound Recordist: Aroa Fuentes
BTS Photographer: Charlie Havord
EDIT
Edit Company: Marshall Street Editors
Editor: John Mayes
Editor: Oliver Morgan
Head of Production: S.J. O’Mara
POST PRODUCTION
Post-Production: ETC
Electric Studios MD: Ben Honour
Producer: Emma Hughes
Colourist: Megan Lee
VFX Lead: Kingsley Bailey
Post Producer BBH: Charley Rowland
SOUND
Sound Studio: String and Tins
MD: Rachel Hough
Engineer: Culum Simpson
Sound Producer: Katie Buxton
MUSIC
Music: Adelphoi
Composer: Jamie Masters
Bagpiper/Composer: Christopher Thomson
FULL CAST
Piper: George, The London Piper
Karen Martin, CEO, BBH London
Sir John Hegarty, Founder, BBH London
Alex Grieve, Global CCO, BBH London
Nick Gill, ECD, BBH London
Felipe Serradourada Guimaraes, ECD, BBH London
Shelley Smoler, CCO, Lucky Generals
Richard Brim, CCO, Adam & Eve DDB
Lynsey Atkin, CCO, McCann London
Ana Balarin, CCO, Wieden + Kennedy
Hermeti Balarin, CCO, Wieden + Kennedy
Jules Chalkley, Chief ECD, Ogilvy UK
Antony Nelson, ECD, Adam & Eve DDB
Mark Elwood, CCO, Leo Burnett UK
Noel Bunting, CCO, Publicis London
Genevieve Gransden, Creative Director, BBH London
Selma Ahmed, Creative Director, BBH London
Nils Leonard, Founder, Uncommon
Extras – Researchers
Tabitha Barnett
Michelle Coverley
Muhammad Sallem
Luke Coster
Extras – Creatives
Ash Hamilton, Senior Creative, BBH London
Rory Reames, Film Producer, BBH London
Khairah McFarlane, Project Manager, BBH London
