Partners BDDH is backing two big names from the direct marketing
industry in a start-up to be called Partners Andrews Aldridge.
It marks a return to direct marketing for SteveAldridge, the former
creative director of Wunderman Cato Johnson, who resigned earlier this
year after a dispute about management changes (Campaign, 23
Aldridge, the creative partner, will be joined by Phil Andrews as
managing partner. Andrews was most recently chief executive of Tomahawk,
the Arc Group’s direct marketing outfit, and previously the client
services director of Evans Hunt Scott.
The two partners will have a significant share holding in the new
company and BDDH will transfer further equity to them over time.
Partners Andrews Aldridge will open its doors officially on 1 September
and has work lined up with two of BDDH’s clients, as yet unnamed.
The unit also hopes to attract business from existing above-the-line
clients at BDDH but will also pitch independently and take part in joint
bids. The pitch for the recently won Guardian business (Campaign, 3
July) was fully integrated.
Nigel Long, the chief executive of BDDH, said: ’There is definitely an
opportunity for ’smart’ direct marketing out there. Far too much is
implementational and executional, concentrating too much on being
tactical and not enough on the brand. Partners Andrews Aldridge will be
an extension of our brand team as well as acting as an independent
Aldridge added: ’BDDH has got lots of clients who need to start thinking
about entering into the relationship marketing area, for instance, but
still need a strong focus on the brand. But we have very ambitious
growth plans. We’re not planning to be a small outfit; we want to grow
large very quickly.’
Andrews said: ’I can’t think of a more exciting advertising agency to
work alongside than Partners BDDH. From day one, there was common
The new company will have access to BDDH Group resources, including
MSc’s media planning and buying function, and the studio facilities at