BDDH backs two for direct launch

Partners BDDH is backing two big names from the direct marketing industry in a start-up to be called Partners Andrews Aldridge.

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

January).



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

business.’



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

ground.’



The new company will have access to BDDH Group resources, including

MSc’s media planning and buying function, and the studio facilities at

Columns.



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1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).