Cave Anholt Jonason, the London-based agency aimed at the global
services market, is to close only eight months after its formation.
The three founders took the decision to close citing personality
differences as the cause of the split - though they insist that the
parting is amicable.
The agency, launched last October, was set up by Marc Cave who resigned
as the vice-president of the Lowe Group to be a founding partner along
with Simon Anholt, the former chairman of World Writers, and Joakim
Jonason, previously the creative director of Paradiset DDB.
Cave said: "It's a chemistry thing, it just isn't right between the
founders. We wanted to divorce because we just don't get on - but we
still think it's a great idea. We're cutting the Gordian knot."
The idea of the creatively led start-up was to produce international
campaigns that are sensitive to all the markets in which they appear -
but, by operating out of one office with an international creative team,
at a substantially lower running cost.
At the launch, Cave stated: "Everyone knows that the biggest growth part
of the industry is international advertising. And yet the industry
executes these briefs shittily. It's a disgrace!"
In February,the agency was appointed to work on Timberland on a project
basis and to build brand awareness but the appointment was rendered
ineffective as the brand subsequently called a global creative review.
The agency also lost out to the Dutch agency KesselsKramer in February
on the pitch for the pan-European Diesel task.