NEWS: New alliance aims to compete directly with best agencies

A creative independent is joining forces with a consultancy run by a former client and senior agency manager to propel themselves into the pitching big league.

A creative independent is joining forces with a consultancy run by a

former client and senior agency manager to propel themselves into the

pitching big league.



The alliance brings together Barry Smith, the former Publicis creative

director, Bill Thompson, a founding partner of Waldron Allen Henry and

Thompson, David Gwyther, former managing director of the drinks company,

Showerings, and Jonathan White, KHBB’s former managing director.



Their joint company - to be called Smith and Thompson, Gwyther and White

- aims to compete with major agencies for business and says it is

already gaining entry on to pitch-lists that would previously have been

barred to it.



The agreement allows both companies to continue taking work independent

of each other, although Smith and Thompson concede that the new

arrangement is likely to result in them doing less work for agencies and

more directly for clients.



Smith said: ‘Our work for agencies will decline, not because we want it

to but because agencies will feel that what we have set up is a threat.’



The new initiative comes after what Smith revealed was harsh advice from

Lyndy Payne, owner of the Advertising Agency Register. ‘She told us we

didn’t have a chance of getting business through the AAR without a more

in-depth offering. Also, there isn’t a self-respecting creative who

doesn’t need to be disciplined with sound strategic thinking,’ he said.



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