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
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
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
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.