Philip Ley, the former marketing director of BSkyB, has launched a new
type of communications agency with the aim of creating marketing dream
teams for advertisers.
The company, called Branded, has launched with two clients, BSkyB and
the software publisher, Acclaim, already in place.
Branded plans to build fantasy league-style agency networks for clients
by recruiting above-the-line agencies, PR companies, below-the-line
specialists and media buying companies that are tailored to their
It will co-ordinate and manage client/agency relationships if asked to
‘It’s about taking the best agencies, and specifically the best people
within those agencies, to create the best team of specialists to handle
a client’s communication requirements,’ Ley explained.
‘Branded won’t be an old-style marketing consultancy,’ he said. ‘It will
be about cutting-edge executions. It will be a very brand-based agency -
a team of hands-on action men,’ he said.
This article was first published on Campaign