Nick Henley, the European operations director of McCann-Erickson’s
Universal Media, is to launch a communications agency.
Henley, who is due to leave Universal at the end of this week, has
teamed up with the sales promotion and direct marketing specialists, the
Store Group, to form KingsQuest. The start-up will specialise in
marketing communications using the newly emerging opportunities in TV,
CD-Rom, the Internet and tailor-made interactive displays.
Henley believes that advertisers will be able to use these new media in
ways that go well beyond traditional advertising messages.
‘Agencies and media specialists each view these new opportunities in the
narrow context of communications media,’ he said. ‘There are many new
and evolving ways for companies to communicate and do business with
their customers, and the skills from direct and promotional marketing
will be as relevant, if not more so, as traditional advertising and
media planning skills.’
He argues that the exploitation of these emerging technologies through
the creation of information TV channels, interactive home shopping and
Internet sites, for example, requires a dedicated specialist operation.
Henley will be the managing director of the new company and will have a
quarter of the equity. Graham Kemp, the joint chief of the Store Group,
said Henley was the natural choice to run the start-up because of his
vision, combined with a knowledge of European media and his experience
of international clients.