Booth Lockett Makin and TBWA GGT Simons Palmer are to create a
joint venture operation to incorporate their media and creative
expertise, going against the industry trend for separating the two.
@ the Hub, which launches on 1 May, will have Thomas Cook as its first
client. The unit has been specifically created to manage retail clients
who are competing both on- and offline.
Graham Hawkey-Smith, a strategic planning director at BLM, and Graham
Deakin, an account director at TBWA, will be joint managing directors of
the venture, overseeing a team of ten permanent members. Media planners
and buyers from BLM will sit with account handlers and planners from
Creative, however, will remain in Whitfield Street. The offices of @ the
Hub will be based at BLM’s new building in Marshall Street.
Explaining the thinking behind @ the Hub, Charlie Makin, a managing
partner at BLM, said: ’This is a fast, responsive unit which will break
down the old barriers between how creative agencies and media agencies
used to work. It’s about a collaborative team effort reaching the right
Simon Clemmow, chief executive of TBWA, said: ’The arrival of the
internet has increased pressure on travel agents like Thomas Cook.
That’s why we want to merge its media and creative services and produce
solutions that are centred around what’s right for Thomas Cook.’