ATW’s merged shop takes on Keating to head creative team

Paddy Keating, one of the founders of the former Jenner Keating Becker - now Mellors Reay and Partners - is to have his name on the door of a newly merged agency where he will take creative command.

Paddy Keating, one of the founders of the former Jenner Keating

Becker - now Mellors Reay and Partners - is to have his name on the door

of a newly merged agency where he will take creative command.



Keating’s appointment by the ATW group follows its decision to merge its

above-the-line agency, Little Leighton Sobczyk, with its design and

through-the-line subsidiary, Jaffe.



The merged shop, to be called LLS Jaffe Keating, will have claimed

billings of pounds 22 million and a client list including the Waitrose

chain, Playmobil toys and Air Jamaica.



Keating, 43, who will have an equity stake, will run a nine-strong

combined creative department in which Mark Sheldrake, Jaffe’s creative

chief, will be his deputy. Mick Leighton, the Little Leighton creative

director, has left ’by mutual consent’.



Mike Wisgard, ATW’s chief executive, said the two operations were being

merged because their businesses were increasingly overlapping.



Keating’s hiring is in line with the group’s intention to bring

creativity to the forefront and to help it increase its successful

strike rate on pitches, Wisgard added.



Keating was one of the founding partners of Jenner Keating when it broke

away from the then Reeves Robertshaw in the early 80s. He remained the

creative director when the agency merged with Newton and Godin to become

Reay Keating Hamer, but left in October 1994, shortly before the agency

relauched itself as Mellors Reay.



Since then, he has been freelancing for a number of agencies as well as

working directly for several clients.



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