Farm creates media planning offshoot

Farm, the agency founded two years ago by Robert Smith, Derek

Draper and Paul Jeffrey, is launching a satellite planning consultancy

named Monkey Communications.



Mick Rigby, a former strategist at J. Walter Thompson and CIA, and Mike

Taylor, the group head and associate director of planning at CIA UK, are

to become the joint managing partners. Taylor leaves CIA on 4 May.



The new media planning company will start with business from Farm

clients, such as Smile and Heinz. Monkey will also work with clients and

other communications companies outside of the agency, and has been

briefed by one other creative agency. It plans to work on projects for

traditional media companies, DM agencies and PR companies.



Monkey aims to carry out strategic planning across media and

non-traditional channels such as PR, event development and point of

purchase.



The offering will not include media buying as the company wants to focus

on planning. Monkey will also offer its own research capabilities.



The venture marks the first extension of Farm's plans to establish a

series of co-owned companies that will specialise in particular aspects

of communication and creative thinking.



Taylor said: 'At Monkey, we will work in an environment not a system, an

environment that will unleash the full potential of innovation and

creative thought, through a community of like-minded people.'



Both Taylor and Rigby plan to work closely with Farm's creative

department on developing planning solutions.



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