St Luke's chairman attacks traditional agencies

- Andy Law, the chairman of St Luke's, has attacked traditional agencies for their failure to break out of age-old working practices which, he claimed, restricted the value of their output.

- Andy Law, the chairman of St Luke's, has attacked traditional agencies for their failure to break out of age-old working practices which, he claimed, restricted the value of their output.

Speaking at the International Advertising festival in Kinsale, Ireland Law questioned the concept of a strict hierarchical structure in agencies and the art director/copywriter make-up of creative teams. Law, whose agency is run on a co-operative basis, also lambasted agencies for not recognising the value of junior creative people.

As part of his presentation, Law gave delegates a preview of St Lukes' new ad campaign for the Swedish furniture store, Ikea.

The campaign, comprising eight commercials, is called "typical English behaviour" and portrays traits such as fear of embarrassment and sexual repression, as well showing cliched English people on holiday.

Two executions deal with the adage, "an Englishman's home is his castle." They feature couples who harbour ambitions of living in historic castles and have tried vainly to model their houses on such residences. Each ad carries the strap line: "Stop being so English." They break at the end of next week.



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