St Luke’s has set up a subsidiary to deal with one of the endemic
realities of advertising life - moonlighting.
The new entity, called Lucky Pigs, will be used to foster rather than
ignore the practice of staff working on ‘spare-time’ projects, which
they take on either out of interest or to support low-paying or non-
David Abraham, the marketing director at the agency, explained: ‘These
labours of love are always going on in agencies, and what we are saying
is: ‘Don’t be afraid of them, don’t hide them. Let’s manage them so we
don’t do too many too often.’’
Abraham added that he expected around one project a quarter to be
handled by the subsidiary. ‘Lucky Pigs is there to have fun,’ he said.
The concept, which will provide support but not much money for such
work, grew out of a shareholder meeting. All staff at St Luke’s are
shareholders in the agency, and the request came for at least some
facilities for staff to ‘do their own thing’.
Lucky Pig’s first project is a 30-second film for G-Spot, the electronic
lifestyle magazine. The ad was written and art directed by Colin
Lamberton and Seyoan Vela in their spare time, and directed by James
Wood of St Luke’s and his friend, Adam Parry.