Ramchandani to quit St Luke’s job

The last remaining founding creative director of St Luke’s, Naresh Ramchandani, is quitting the agency, saying the co-operative has become ’too corporate’ for him.

The last remaining founding creative director of St Luke’s, Naresh

Ramchandani, is quitting the agency, saying the co-operative has become

’too corporate’ for him.



Ramchandani, who has worked across a range of campaigns - from Radio 1

to Ikea - since St Luke’s opened in 1995, is exploring other options

outside the agency. His move follows the departure last year of his

creative partner, Dave Buonaguidi, for Channel 4.



’The agency used to be about innovation and experimentation. It’s not

about those things any more,’ Ramchandani said. He declined to give more

details about his future plans.



However, Andy Law, St Luke’s chairman, said Ramchandani had been

distancing himself from mainstream advertising over the past two or

three years.



In 1997 he was put in charge of a group responsible for developing other

creative areas for St Luke’s, and day-to-day creative decisions have

increasingly moved to the agency’s four other creative directors.



’I wish him every success,’ Law commented. ’He’s proven over the years

to be an outstanding creative talent, but his muse is taking him

elsewhere.’



Ramchandani began his career at HHCL & Partners, where he worked with

Tim Ashton to produce some ground-breaking campaigns for Maxell, First

Direct and Fuji. By 1993 he had teamed up with Buonaguidi, and the pair

had become one of the agency’s top teams, but the duo went on to take

more responsibility as the creative directors of Chiat/Day.



When Chiat’s London office bought itself out of the network to become St

Luke’s, Ramchandani and Buona-guidi became the agency’s founding

creative directors.



Law said St Luke’s actively encouraged its staff to become involved in

other creative areas, including film-making. ’What we have learned from

this extra-curricula activity is that you have to bring it into the

heart of the company,’ he said.



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