DIRECT NEWS: BMP to launch joint venture agency

BMP DDB and Claydon Heeley International have revealed the details of the direct marketing agency they are setting up as a joint venture under the name of Jones Mason Barton Antenen.

BMP DDB and Claydon Heeley International have revealed the details

of the direct marketing agency they are setting up as a joint venture

under the name of Jones Mason Barton Antenen.



Simon Antenen, a senior creative at BBH Unlimited, joins the management

line-up alongside Nigel Jones,the former BMP head of planning; Edward

Mason, the managing director of Claydon Heeley; and Steve Barton, a

European board director at Ogilvy One.



Jones Mason’s management team will also include a data planner, who has

yet to be named. The agency opens its doors at the Battersea premises of

Claydon Heeley this week with 21 staff in place. It claims already to be

a top 40 shop with more than pounds 20 million worth of business.

Clients include Compaq, which BMP DDB and Claydon Heeley have been

working on together for the past five months.



It describes itself as an agency in its own right, rather than just

relying on clients from its parent companies, and its objective is to be

a top five agency within five years.



The start-up claims to have identified a gap in the market for

’consumer-focused direct marketing which works’.



Direct agencies, it contends, tend to be driven by what data can do

rather than what motivates consumers, while ad agencies tend to be good

at understanding consumers but not at translating that into compelling

response work.



Jones said: ’The direct industry is excellent in its targeting but less

successful in unlocking what really motivates the chosen target. There’s

a big opportunity to combine consumer understanding with

state-of-the-art targeting techniques.’



BMP Direct, BMP’s last direct marketing venture which brought three

sector experts in-house, failed to take off and disbanded last year

after Stuart Archibald, Roddy Kerr and Arthur Parshotam left within six

months.



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