NEWS: Ley launches shop to link advertisers with dream teams

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

individual needs.

It will co-ordinate and manage client/agency relationships if asked to

do so.

‘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