Why a new planning agency has nothing but pure intentions

It's good to see that some of rock music's greats are finally cashing in on their fame. Last week, Universal Music announced that it is taking on the marketing of the Sex Pistols' back catalogue with a brief to "fully maximise the value" of songs such as Pretty Vacant and Anarchy in the UK by selling them to advertisers.

Johnny Rotten and co are apparently open to all offers but favour approaches from advertisers with "kudos and creativity - iPods, MP3 players, technology, mobile phones, luxury cars and sports brands".

Meanwhile, it seems that Ray Davies and his fellow Kinks are set for a £6 million windfall after licensing their tunes for use in US ads. Procter & Gamble has snapped up All Day and All of the Night to lift sales of Tide detergent while I'm Not Like Everybody Else is backing an IBM commercial.

And why not? There's nothing wrong with a bit of extra- curricular activity, something that media agencies realised long ago. Most modern media agencies resemble Tesco - you can buy a bit of everything and all under one roof.

Critics argue that this annoys some advertisers and that media agencies often have their priorities in the wrong place, selling services that clients don't really want to buy from them while losing sight of providing creative and effective media planning and buying.

This is the sort of thought that underpins the launch of yet another communications planning agency. Edwards Groom Saunders (the former Starcom directors Pete Edwards, Jez Groom and Will Saunders) effectively went live last week after Edwards completed his stint on gardening leave.

The new agency's supposed point of difference in the comms planning market is combining creativity with effectiveness. The argument is that big networks have not pushed hard enough in these areas and often get away with ill-judged buying decisions while smaller comms planning agencies have not managed to get their heads around demonstrating the results and effectiveness of their activity.

Interestingly, the start-up's ambitions are big - it argues that it can get behind some big communications activity by persuading large advertisers to sign off additional marketing spend because Edwards, Groom and/or Saunders can demonstrate that it will work.

The one thing counting against Edwards Groom Saunders is the argument that they don't have the big tools possessed by larger agencies. There is a way around that, through using other suppliers and their own extensive knowledge of research models, but many advertisers remain reluctant to sign over the big stuff to small start-ups.

Still, it's good to see someone new on the scene trying to make their own music. Let's just hope advertisers buy it.

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Become a member of Campaign from just £46 a quarter

Get the very latest news and insight from Campaign with unrestricted access to campaignlive.co.uk ,plus get exclusive discounts to Campaign events

Become a member

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now

1 Why creative people have lost their way

What better way to kick off the inaugural issue of Campaign's monthly print offering than with another think piece on the current failings of our industry, written by an embittered, pretentious creative who misses "the way things used to be"...


1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).