Buonaguidi leaves C4 to launch creative agency

Dave Buonaguidi is leaving his post as creative director of Channel 4 to join his former St Luke’s colleague, Naresh Ramchandani, in the launch of a new creative venture.

Dave Buonaguidi is leaving his post as creative director of Channel

4 to join his former St Luke’s colleague, Naresh Ramchandani, in the

launch of a new creative venture.



Karmarama will offer a range of services including advertising, graphic

design, sponsorship idents and brand identity. The partners, both

founding creative directors of St Luke’s, said that their aim with the

new company was ’to have fun, do some good stuff and work with some

interesting people’.



The new operation will be founded on a belief that clients have a lot of

knowledge that is often chronically underused and undervalued; that

people like what they like and that selling never works; and that

successful communication is, increasingly, about putting strong ideas

into new and under-explored media.



Channel 4 will be a founding client of Karmarama, though it will

continue to use The Creative Partnership and other agencies on a project

basis to work alongside its in-house creative team. The channel is now

looking for a new creative director to replace Buonaguidi and

co-ordinate its on- and off-screen creative work.



Polly Cochrane, Channel 4’s controller of marketing, said Buonaguidi

would be hard to replace but that in the long term Channel 4 would

benefit from the additional resource. ’Dave and Naresh make a great

team. I can only imagine that their experiences over the past year will

make them stronger.’



Before forming St Luke’s out of Chiat Day in 1995, the creative duo

worked at HHCL & Partners. Since leaving St Luke’s last May, Ramchandani

has been working as a creative consultant at Wolff Olins.



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