St Luke’s is poised to move into new creative areas - such as TV
programmes and feature film production - and has appointed a third pair
of creative directors to free up senior staff for the projects.
Naresh Ramchandani and David Buonaguidi, the original creative directors
of St Luke’s, have already started talks with clients and contacts about
possible outlets for the agency’s creative resources.
As part of the re-organisation, Alan Young and Julian Vizard have been
appointed as St Luke’s fifth and sixth creative directors, and will
concentrate on the Midland Bank, the Observer and Radio 1 accounts.
They will work alongside Tim Hearn and Kate Stanners, who were appointed
creative directors last year.
Discussions about St Luke’s expansion are still at a preliminary stage,
but could eventually lead to the setting-up of a separate arm.
Andy Law, the chairman of St Luke’s, said: ’We are hoping for a wing of
creativity that will also be commercial from our perspective.
’What a conventional company says when it wants to expand, is ’where is
the income?’, and it moves into areas such as direct marketing. What we
want to do is to move into areas that we would enjoy.’
This could cover such wide-ranging areas as script-writing, packaging
and music, as well as programme-making. Ramchandani and Buonaguidi
theoretically have a year in which to investigate the feasibility of
such an expansion, but are hopeful of having some concrete ideas on the
table within the next few weeks.
Wieden and Kennedy in the US launched a similar project this week.
The new creative directors were the first hirings by Ramchandani and
Buonaguidi at the agency in 1993.
Vizard has spent most of his career as a designer, during which time he
made a name for himself designing the Conservative Party logo.
Young began his career writing for the theatre, but following a D&AD
work-shop, he joined DMB&B and then Chiat Day, where he met Vizard.
Chiat Day became St Luke’s after a management buyout just over a year