DIRECT NEWS: Davies Little moves through the line by appointing Mark Fiddes

Davies Little Cowley is linking above- and below-the-line disciplines at creative director level by hiring the direct marketing specialist, Mark Fiddes, to take joint creative command of the agency.

Davies Little Cowley is linking above- and below-the-line

disciplines at creative director level by hiring the direct marketing

specialist, Mark Fiddes, to take joint creative command of the

agency.



Fiddes, 37, the former DMB&B Direct and IMP creative director, will work

in tandem with David Little, the agency’s creative partner, whose

above-the-line skills he will complement.



The appointment marks the first step to install the next generation of

management at the shop, which is changing its name to Davies Little

Cowley Fiddes in acknowledgment of its new partner’s equity stake.



Don Cowley, the agency’s joint chief executive, said: ’Mark and David

will sit in adjoining offices and work on the same creative problem just

as if they were a writer and art director team.’



He added: ’We think this is the first time the skills have been linked

at the top of a creative department. Perhaps, given time, the

distinction between above and below the line will disappear.’



Davies Little has been working through the line for the past five years

with a client list including Philips, Mills & Boon and the Meat and

Livestock Commission. But Cowley said: ’We’ve only scratched the surface

of what we can achieve in direct marketing, which is needed by almost

all our clients.’



Fiddes, who has been working as a consultant for publishers and

retailers, is expected to bring business with him to the agency.



He helped to introduce direct disciplines at HHCL & Partners before

joining PPHN, which relaunched as Touch and subsequently folded. He has

been running his own business for the past two years.



’I felt there was a limit to what I could achieve as an individual and

this is an opportunity to develop integrated creativity,’ he said. ’I

believe this way of running a creative department is going to become

increasingly popular.’



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