Colenso BBDO Taps Simon Vicars as CCO While Promoting Maria Devereux to CIO & ECD

Colenso BBDO has announced the appointment of Simon Vicars as Chief Creative Officer while Maria Devereux has been promoted to chief innovation officer to add to her existing ECD title – a position she was promoted to in 2020.

Vicars has worked in New Zealand, Berlin and most recently London – where he was creative director at adam&eveDDB. While there he helped the UK hot shop win Cannes Agency of the Year in 2018, and created the much-celebrated ‘Don’t spread the hate’ campaign for Marmite, followed by ‘Marmite Mind Control’. He led work on Virgin Media, Mars Petcare and Adidas – resulting in a ground-breaking collaboration between the sports apparel giant and EA Sport.

Prior to joining adam&eve, he spent six years at Colenso BBDO where he created highly effective campaigns like DB Export Brewtroleum, The Pedigree Child Replacement Programme, Samsung’s Smart Phone Line and DB Export’s War on Wine. Starting his career at DDB Auckland, he went on to win Emerging Talent across NZ and Australia, producing much-loved work including the now-iconic “Get a Perm” ad for Instant Kiwi.


Devereux’s career has also spanned two countries, allowing her to build a body of work steeped in innovation across both Canada and New Zealand.

Q&A: Maria Devereux – ‘Creativity is the Economic Multiplier When it Comes to Building a Brand’

At TAXI Canada, Devereux wrapped a New York water tower in 50km of yarn for D&AD’s call for entries campaign and in her time at Colenso BBDO she’s helped create the Yellow Treehouse, relaunched the State Insurance brand and has been awarded gold or grand prix for her work on NZ Breast Cancer every year for the last 4 years.


Her Pedigree SelfieSTIX campaign saw PEDIGREE become the 3rd most globally awarded brand and Colenso become a global innovation hub for MARS, working across multiple brands and markets. The hub recently launched MyHooman, a tech startup designed to help every dog find their forever hooman, and DentaStix Studios which will be rolling out around the world in 2022.

“Simon and Maria are homegrown world-class talent who spent formative years at Colenso, headed off overseas to gain international experience and recognition, before returning home to us,” said Angela Watson, managing director, Colenso BBDO.

“From DB Export Brewtroleum to Pedigree SelfieSTIX, their track-records for creative and effective work are seriously impressive. They both embody the unique creative spirit of Colenso and have that brilliant and rare mix of extreme talent and wonderful humanity. We’re excited about what’s coming and the epic things we’re going to do together.”

Vicars added: “Leading Colenso comes with a legacy to live up to. Maria and I look forward to partnering closely with our clients, and getting on with it.”