London’s leading creative directors are being urged to help those
among them who want to break away and set up their own agencies.
The idea is to put creative chiefs who have founded start-ups in touch
with those who are thinking about it and to assemble a central registry
of expert advisors ranging from lawyers and accountants to estate
The plan is being mooted by Chris O’Shea, the joint exe-cutive creative
director of Banks Hoggins O’Shea/FCB, and will spearhead his agenda as
the newly elected chair-man of the IPA Creative Di-rectors’ Forum.
In a letter being sent to forum members this week, O’Shea says that
start-ups stimulate creativity and that he is committed to encouraging
as many as possible.
’The more start-ups there are, the better the work will become,’ he
’I want to spark more breakaways and make it as easy as possible for
them to get going.’
O’Shea insisted the forum would not be used to persuade its members to
form their own agencies but only to help those who were already thinking
O’Shea, a founding partner of Banks Hoggins in 1991, said the history of
world advertising had proved that the most significant creative
breakthroughs during the past 50 years had been achieved by
’From CDP and Boase Massimi Pollit in the 60s to St Luke’s and Mother in
the 90s, the thing that binds them together is a belief in creative
standards,’ he added.
’I’m not saying that agencies such as BMP DDB and Abbott Mead Vickers
BBDO don’t still do brilliant work, but their tradition of fine
advertising can be traced back to when they set up 20 or 30 years
He said he hoped the forum would become a place where creative directors
thinking of going it alone could talk confidentially to those who had
already done so about practical problems such as choosing the right
partners and learning the kind of clients to avoid.
In his letter, O’Shea points out that start-ups have always been ’run by
people who were unshackled by corporate nonsense’.
This article was first published on Campaign