Former APL number two sets up ’simple’ brand consultancy

Gerald Kreinczes, the former deputy chairman of Ammirati Puris Lintas, is setting up a brand communications consultancy called Occam Insight.

Gerald Kreinczes, the former deputy chairman of Ammirati Puris

Lintas, is setting up a brand communications consultancy called Occam

Insight.



Kreinczes, who was one of the more senior casualties of the merger of

APL and Lowe Howard-Spink last autumn, is making simple ideas the

central theme of the new consultancy.



He said: ’Communications are getting increasingly confusing so

strategies have to get simpler and simpler.’ The name Occam is a

reference to the philosopher William of Occam, who believed that if

there is more than one way to proceed, the simple way is always the

better one.



Kreinczes is in talks with other industry faces, but has yet to hire

anyone. So far, his clients are advertising agencies which need

consultancy on large, complex business issues. However, he will work

directly with clients.



He has not yet found premises but is looking in south London - he says

that many people prefer not to work in central London.



Kreinczes had been with APL since 1995, first as the strategic

development director and latterly as the deputy chairman. He moved over

with Kevin Morley Marketing, which he helped found in 1991.



Before that, he ran a market research consultancy called The Kreinczes

Partnership for two years, after a stint as executive planning director

at Allen Brady & Marsh, which he joined from the then BSB Dorland.



He has also worked in marketing at Publicis and ABM. and his career

includes five years on the client side working for Findus.



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