Epsilon said Fiddes’ appointment as executive creative director for EMEA marked the next step in the company’s expansion across Europe as it aims to build full service capability.
Fiddes left DraftFCB (which later became FCB Inferno) in 2012, following a restructure, having joined in 2009 from Euro RSCG Worldwide, where he was its global creative director for six years.
His advertising career began at HHCL & Partners in 1994 and in 1999 he had left to become the creative partner at Davies Little Cowley, which was renamed to Davies Little Cowley Fiddes.
In 2013 he set up IdeaMotel, a global network of creative directors, alongside Charity Charity, the former creative director at J Walter Thompson London. Fiddes and Charity worked together as the joint worldwide creative directors on Euro RSCG’s Reckitt Bensicker account.
Fiddes said: "Commoditising ideas as ‘content’ is making marketing irrelevant. You don’t buy ideas by the yard.
"Success for brands lies in transferring agency skills in communication to every channel. The more targeted it is, the more we need to focus on impact and relevance. The rest is just tech and wallpaper."