NEWS: Freter quits agency for role at shop set up by former boss

Michael Freter has left the agency he formed with the former McCann- Erickson senior creative, Allan Morganthau, to join the shop set up earlier this year by their former boss, Malcolm Summerfield.

Michael Freter has left the agency he formed with the former McCann-

Erickson senior creative, Allan Morganthau, to join the shop set up

earlier this year by their former boss, Malcolm Summerfield.



Freter and Morganthau, who set up the Imagination Brokers almost two

years ago, will divide their business between them.



As a result, Summerfield Wilmot Keene will take over creative and

marketing responsibilities for the Metropolitan Police account.



Meanwhile, Freter and Morganthau will continue to collaborate on

projects for Telewest, the UK’s largest cable communications company, on

behalf of the sales promotion specialist, the Ingram Company.



Freter, 48, will take on new business responsibilities alongside his

role as a group business director at SWK where he renews a working

relationship with Summerfield which began in 1990.



The pair left McCanns, where Freter had worked for 17 years, within a

few days of each other in May 1994.



A former board account director on McCanns’ flagship Nestle business,

Freter said he had split with Morganthau because the pair had different

views about the agency’s future. Morganthau continues to work as a

creative and sponsorship consultant under the Imagination Brokers name.



Freter becomes the first major hiring by SWK since it launched on the

back of its acquisition of the pounds 25 million-billing BHP (Campaign,

10 May).



‘The appealing thing about SWK is that it is a single-profit centre with

everything under one roof,’ Freter said. ‘The agency is a blueprint for

the future and is of a scale that Allan and I would have taken some time

to reach.’



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