DIRECT NEWS: Limbo director leaves for AMV

Catherine Mockeridge, the deputy managing director of Limbo, has quit to take on a similar role at the Abbott Mead Vickers group agency, Anthem.

Catherine Mockeridge, the deputy managing director of Limbo, has

quit to take on a similar role at the Abbott Mead Vickers group agency,

Anthem.



Mockeridge, who was the director in charge of Limbo’s key Audi and

Swinton accounts, left the agency as it was merging with its parent,

Bartle Bogle Hegarty, to form BBH Unlimited. However, she said that the

merger didn’t affect her decision to leave. ’It was timing more than

anything. I think BBH Unlimited is a good thing and should happen, but I

wanted to start again with a clean sheet.’



At Anthem, Mockeridge will run the Volvo business and act as deputy to

James Pool, the agency’s managing director.



She added: ’James and I have worked together before and we always said

that we could change things. There is a new wave of agencies around -

the class of ’98 - and Anthem is one of them.’



Pool, who previously worked with Mockeridge at Limbo, said: ’She has a

really insightful, strategic brain and a wonderful way with people.



At Limbo she helped Audi make the leap into a totally consumer-focused

culture, and took the brand up another level. She gets people to bust a

gut, and they enjoy it.’



Audi and Swinton will form the backbone of BBH Unlimited, but Mockeridge

explained that her departure has not left a gap in the structure. ’There

is a very successful and strong team in place there, and it knows

exactly what has to be done.



’With Audi, the danger is that it is quite easy to get into a pattern,

so my leaving might actually be quite good for it.’



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