Max Burt is quitting as D’Arcy’s planning director to form a
company offering help to clients who want to go interactive.
The start-up will act as a strategic consultancy and creative
problem-solver to advertisers looking to use the internet and other
interactive channels more effectively.
Burt would not reveal the identities of those partnering him in the
venture or the ’significant investors’ who have agreed to back it.
But he said: ’It will be one of the first companies to apply top-end
business and branding brains from strong consultancy and marketing
backgrounds to the internet space.’
Burt, 34, has spent the last six months working on the concept, which
will aim to bring marketing expertise to an area currently dominated by
website designers and technology experts.
’There are lots of opportunities for planners like myself to bring their
skills into an area which currently lacks them,’ he added.
No leaving date has been set for Burt, a member of the management board
at D’Arcy, which he joined in August 1996 as its planning chief.
He began his agency career as a copywriter at the then Horner Collis &
Kirvan but switched to planning when he was hired by Abbott Mead Vickers
BBDO in 1989.
After a year-long interlude working on the Honda account at Butterfield
Day Devito Hockney, he returned to AMV as the board account planner
responsible for the agency’s BT business.
He was an author of BT’s Grand Prix-winning submission for the 1996 IPA
Burt said: ’I’ll be sad to leave D’Arcy. The agency has come on in leaps
and bounds over the past two or three years and is strong both
strategically and creatively.’
Barry Cook, D’Arcy’s managing director, added: ’We have a strong and
senior department in which I have huge faith so there is no immediate
need to replace Max. I’m looking at his departure as an opportunity to