The Player Adam Crozier, Joint Chief Executive, Saatchi & Saatchi: Big ideas are the simplest way to breed success

PERSONAL DETAILS: Aged 35. Lives in Teddington, Middlesex. Drives Toyota 4Runner. Pay undisclosed. Passionate about football. A knee injury at 16 scuppered his plans to be a professional footballer. He supports Celtic and is communications adviser to the World Cup 2006 campaign in the bid to make England the host country. His enthusiasm for golf has found an outlet in his work as a consultant for the English Golf Union.

CHALLENGE: "To create extraordinary ideas that can in some way transform our clients' reputation or brands," Mr Crozier says. "In doing that we can really drive our own business forward." As joint chief executive he sees his role as providing the right forum for creativity as well as running the company successfully as a business. In the past, marrying these two objectives has been a problem for Saatchi & Saatchi.

CORPORATE BACKGROUND: When the Saatchi brothers and other senior members of the management team left the agency in 1995, Mr Crozier became joint chief executive at the age of 30, with Tamara Ingram. He joined Saatchi & Saatchi 10 years ago and rose to be vice-chairman when he was 29. He says he never thought of leaving the company during the turbulent period that eventually led to the departure of Maurice and Charles Saatchi. "This is an amazing place with a lot of very loyal people. I can't imagine why anyone would want to work for any other agency."

Before Saatchi & Saatchi, he spent two years at The Daily Telegraph as marketing manager and group head of sales. After graduating from Heriot- Watt University in Edinburgh at the age of 20, he joined Mars as a management trainee.

STRATEGY: Given the highly competitive nature of the advertising market, Mr Crozier says that "simplicity and clarity" are very important in getting the client's message across to potential consumers. In an overcrowded market that is results-driven, he is keen on "big ideas that are hugely simple", which can also be used in campaigns across a variety of media. Adverts are viewed as just a small part of how companies communicate.

Saatchi & Saatchi views itself as a communications company, not just an advertising agency. According to Mr Crozier, some of its great campaigns include work for its two largest clients, Procter & Gamble and Toyota as well as the British Army, nurses and Carlsberg. The strategy is obviously working. At the time of the split, Saatchi & Saatchi slipped to number six. But in just four years it has risen to be the UK's second biggest agency, behind Abbot Mead Vickers. "The success in the last couple of years is phenomenal," says Mr Crozier. Profit before tax and exceptional items rose by 31 per cent to pounds 30.7m in 1998. Ongoing revenue rose by 6 per cent to pounds 363m.

MANAGEMENT STYLE: Mr Crozier believes organisations need to change constantly and a good manager understands how to manage this process. A youthful, unpretentious character, he describes himself as "very inclusive, very demanding and calm under pressure" and he adds: "I believe my job is to coach the best out of people." He tries to encourage people that making mistakes is OK, "as long as the same mistake is not made twice", he says. "Everything in the company is geared to getting great ideas out for clients."

MOST ADMIRES IN BUSINESS: Sir Brian Pitman, chairman of Lloyds TSB Group, who "runs a fantastic company". Mr Crozier is also a fan of Archie Norman, chairman of Asda. "What he took Asda through was superb," he says.

CITY VERDICT: West LB Panmure's media analysts recommend buying the shares, which they forecast could rise to 240p on fundamentals alone.

Start your day with The Independent, sign up for daily news emails
Ben Little, right, is a Labour supporter while Jonathan Rogers supports the Green Party
general election 2015
The 91st Hakone Ekiden Qualifier at Showa Kinen Park, Tokyo, 2014
Life and Style
Former helicopter pilot Major Tim Peake will become the first UK astronaut in space for over 20 years
food + drinkNothing but the best for British astronaut as chef Heston Blumenthal cooks up his rations
Kim Wilde began gardening in the 1990s when she moved to the countryside
peopleThe singer is leading an appeal for the charity Thrive, which uses the therapy of horticulture
Alexis Sanchez celebrates scoring a second for Arsenal against Reading
Life and Style
An easy-peel potato; Dave Hax has come up with an ingenious method in food preparation
voicesDave Hax's domestic tips are reminiscent of George Orwell's tea routine. The world might need revolution, but we like to sweat the small stuff, says DJ Taylor
Japan's population is projected to fall dramatically in the next 50 years (Wikimedia)
Life and Style
Buyers of secondhand cars are searching out shades last seen in cop show ‘The Sweeney’
motoringFlares and flounce are back on catwalks but a revival in ’70s car paintjobs was a stack-heeled step too far – until now
ebooksA special investigation by Andy McSmith
  • Get to the point
Latest stories from i100
Have you tried new the Independent Digital Edition apps?
Independent Dating

By clicking 'Search' you
are agreeing to our
Terms of Use.

iJobs Job Widget
iJobs Money & Business

SThree: Trainee Recruitment Consultant

£20000 - £25000 per annum + OTE £45,000: SThree: SThree Group have been well e...

Ashdown Group: IT Manager / Development Manager - NW London - £58k + 15% bonus

£50000 - £667000 per annum + excellent benefits : Ashdown Group: IT Manager / ...

Recruitment Genius: Sales Consultant / Telemarketer - OTE £20,000

£13000 - £20000 per annum: Recruitment Genius: Scotland's leading life insuran...

Ashdown Group: Training Programme Manager - City, London

£40000 - £45000 per annum + benefits : Ashdown Group: Training Programme Manag...

Day In a Page

NHS struggling to monitor the safety and efficacy of its services outsourced to private providers

Who's monitoring the outsourced NHS services?

A report finds that private firms are not being properly assessed for their quality of care
Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

Zac Goldsmith: 'I'll trigger a by-election over Heathrow'

The Tory MP said he did not want to stand again unless his party's manifesto ruled out a third runway. But he's doing so. Watch this space
How do Greek voters feel about Syriza's backtracking on its anti-austerity pledge?

How do Greeks feel about Syriza?

Five voters from different backgrounds tell us what they expect from Syriza's charismatic leader Alexis Tsipras
From Iraq to Libya and Syria: The wars that come back to haunt us

The wars that come back to haunt us

David Cameron should not escape blame for his role in conflicts that are still raging, argues Patrick Cockburn
Sam Baker and Lauren Laverne: Too busy to surf? Head to The Pool

Too busy to surf? Head to The Pool

A new website is trying to declutter the internet to help busy women. Holly Williams meets the founders
Heston Blumenthal to cook up a spice odyssey for British astronaut manning the International Space Station

UK's Major Tum to blast off on a spice odyssey

Nothing but the best for British astronaut as chef Heston Blumenthal cooks up his rations
John Harrison's 'longitude' clock sets new record - 300 years on

‘Longitude’ clock sets new record - 300 years on

Greenwich horologists celebrate as it keeps to within a second of real time over a 100-day test
Fears in the US of being outgunned in the vital propaganda wars by Russia, China - and even Isis - have prompted a rethink on overseas broadcasters

Let the propaganda wars begin - again

'Accurate, objective, comprehensive': that was Voice of America's creed, but now its masters want it to promote US policy, reports Rupert Cornwell
Why Japan's incredible long-distance runners will never win the London Marathon

Japan's incredible long-distance runners

Every year, Japanese long-distance runners post some of the world's fastest times – yet, come next weekend, not a single elite competitor from the country will be at the London Marathon
Why does Tom Drury remain the greatest writer you've never heard of?

Tom Drury: The quiet American

His debut was considered one of the finest novels of the past 50 years, and he is every bit the equal of his contemporaries, Jonathan Franzen, Dave Eggers and David Foster Wallace
You should judge a person by how they peel a potato

You should judge a person by how they peel a potato

Dave Hax's domestic tips are reminiscent of George Orwell's tea routine. The world might need revolution, but we like to sweat the small stuff, says DJ Taylor
Beige is back: The drab car colours of the 1970s are proving popular again

Beige to the future

Flares and flounce are back on catwalks but a revival in ’70s car paintjobs was a stack-heeled step too far – until now
Bill Granger recipes: Our chef's dishes highlight the delicate essence of fresh cheeses

Bill Granger cooks with fresh cheeses

More delicate on the palate, milder, fresh cheeses can also be kinder to the waistline
Aston Villa vs Liverpool: 'This FA Cup run has been wonderful,' says veteran Shay Given

Shay Given: 'This FA Cup run has been wonderful'

The Villa keeper has been overlooked for a long time and has unhappy memories of the national stadium – but he is savouring his chance to play at Wembley
Timeless drama of Championship race in league of its own - Michael Calvin

Michael Calvin's Last Word

Timeless drama of Championship race in league of its own