The Red Consultancy reshapes consumer offering

The Red Consultancy has reshaped its consumer offering into two separate business units.

Mike Morgan: Red chief executive
Mike Morgan: Red chief executive
The reshape of The Red Consultancy has seen the launch of two consumer business units – Life and Play.

The move comes a month after Blue Rubicon launched a consumer brand agency offshoot called Surname & Surname in an attempt to occupy the 'middle ground' between creative ideas agencies and strategic powerhouses.

Life has been developed to focus on clients in the consumer health and well-being, beauty, parenting, household, food and nutrition sectors. Play aims to specialise in lifestyle and leisure, which include drinks, sport, travel, home entertainment and telecoms.

The aim of diversifying is to offer clients ‘greater depth’ as Red aims to make both Life and Play ‘top 30 agencies in their own right’.

Red chief executive Mike Morgan said: ‘Life and Play will meet the new needs of clients by adding greater depth of audience insight, sector expertise and strategic planning.

‘It also gives us the opportunity to provide the scale needed for major campaigns, as Life and Play will be top 30 agencies in their own right.’

Two consumer directors have been promoted to head the differing services. Emily Morgan will lead Life as its MD, reporting to group MD Amanda Duncan. Isobel Coney is promoted to the equivalent role for Play, reporting to group MD Andrew Baiden. The agency has also given previous deputy MD of consumer brands Ed Staples the role of planning director to support the fresh approach.

The consumer arm of Red’s setup continues to be its biggest money generator, with revenue in 2011 reaching more than £7m out of the agency’s total of £12m. It lists clients that include McDonald’s, Samsung, Johnson & Johnson, Boots, Carling and Coca-Cola.

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus

Latest Articles

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

John Lewis to tell brand story with "tasteful" 150th anniversary celebrations

Department store John Lewis is to use its 150th anniversary this year to talk about its history, which "not enough people know about", according to director of communications Peter Cross.

Labour hires Obama election strategist David Axelrod to fight General Election

Labour hires Obama election strategist David Axelrod to fight General Election

The man who helped Barack Obama win the 2008 and 2012 US presidential elections is to work for Labour along with members of his team.

Sky adds Fever PR to its roster after splitting with Cake

Sky adds Fever PR to its roster after splitting with Cake

Pay-TV giant Sky has added Fever PR to its agency line-up for a wide-ranging brief covering products and services.

Max Clifford trial jury to continue deliberations after Easter break

Max Clifford trial jury to continue deliberations after Easter break

The jury in the trial of celebrity publicist Max Clifford has been sent home for Easter and will reconvene on Tuesday for further deliberations about its verdicts on 11 charges of indecent assault.

Home Office brings in Munro & Forster to campaign against FGM

Home Office brings in Munro & Forster to campaign against FGM

The Home Office has tasked Munro & Forster (M&F) with supporting its campaign to eradicate female genital mutilation (FGM) as part of a wider retained brief.