Get ready, things are about to get MAD INTENSE across the pond.

Our fresh new Stride campaign hits the internet today, making regular gum intensity look seriously dull in comparison. How? By daring to do things other brands shouldn’t, wouldn’t and couldn't.

And by hiring the world's best lawyer.

To introduce the concept of mad intensity, we packed all the shouldn'ts, wouldn'ts and couldn'ts of marketing into a series of online films. Two new Stride spokesmen are front and centre: Donald, the megalomaniac marketing director of Stride Gum who we revived from Stride’s early days, and Doug, the world’s best lawyer hired by Donald to allow him to say and do whatever he wants.

Whether it’s offering to give away bazookas with every pack, claiming famous dead people chew it, swearing or using a famous track as his theme tune without asking the artist’s permission… Donald wants to do it all, just to convey how mad intense his gum is.

The series includes a long form film, three 20’ films and one short, sharp and madly intense 8’ film aimed at mobile social sharing. There's also a whole load of other activity supporting the films, including display and online media, OOH and social activity across Stride’s channels.  

The question is… can you ever go too far?

(Yes. According to Doug. Yes, you can.)

Following recent personnel changes and promotions at W+K London, including the hiring of ECD Iain Tait and the promotion of Helen Foulder to Deputy MD, the agency has announced a restructure of its planning department. Beth Bentley has been promoted to Head of Planning, and former Head of Planning, Paul Colman will serve in a newly created CSO role.

Bentley has served as Director of Digital Strategy and Innovation at W+K London since May 2013, having previously worked at the agency from 2006 – 2009, spending the intervening years as a creative strategy advisor to ministers in Whitehall, and latterly as Deputy Head of Planning at Adam&EveDDB, where she managed a department of 35 strategists.

As Head of Planning, Bentley’s role will involve running a restructured planning department that blends brand planning with digital, social and interactive strategy; comms planning; content planning; and community management. She will report into Colman.

As CSO, Colman will oversee the strategic vision of the agency whilst continuing to work on client and new business.

Paul Colman, CSO, says “To solve our clients’ problems effectively the planning department needs to be a beacon for the most interesting and provocative thinking, regardless of medium, context, or platform. Beth knows the agency inside-out, and brings the right blend of business nous, dissatisfaction with the status quo, and an insatiable appetite to experiment.”

Beth Bentley, Head of Planning comments: “By bringing these diverse planning disciplines together we've created a stellar strategic line-up of thinkers who, together, bring a deep understanding of the evolving communications landscape. To lead a team of such incredible strategic talent is an honour. I can't wait to see what we can achieve together. ”

Neil Christie, Managing Director, says: “Growth isn't just about getting bigger. We need to continue to do better, bolder work for our clients and this restructure will help us to do that.”