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.