CAMPAIGN CRAFT: Tutssels plans to plug gap in market for imaginative endlines in commercials

A brand and corporate design consultancy has set up a unit specialising in creating on-screen branding for the end sequences of TV commercials.

A brand and corporate design consultancy has set up a unit specialising

in creating on-screen branding for the end sequences of TV commercials.



Tutssels, the three-year-old sister company of the TV ident specialist,

Lambie-Nairn, claims there is a gap in the market for talented creatives

to salvage endlines from what it believes is often a creative wasteland.



The issue is said to be one of the reasons behind Bartle Bogle Hegarty’s

split with Cadbury’s (Campaign, 13 October). The agency is understood to

have felt creatively compromised by being forced to run the Cadbury’s

endline on all its ads.



Helen Owen, managing director of Tutssels, said: ‘Mnemonics are often

unimaginative and can make what should be the strongest part of an ad

into the weakest.’



The new division will be run by Rob Kelly, a director, and Mark

Sherwood, a producer. Kelly comes from Lambie-Nairn. He has had four

D&AD nominations, plus a D&AD silver and gold. Sherwood began his career

at James Garrett, and has worked as a producer for Gerry Anderson at the

Moving Picture Company.



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