BBDO unveils Proximity London shop

BBDO is conducting a major shake-up of its UK below-the-line

operations to create a new agency called Proximity London.

The direct marketing agency BHWG Proximity, the sales promotion agency

Clarke Hooper Momentum and the interactive agency Traffic are merging to

form a single agency. The move follows the creation of the Proximity

global network last year.

Simon Hall, the chairman and chief executive of Proximity Worldwide,

will be the chief executive of the merged agency. Barry Clarke, the

chairman of Clarke Hooper, Colin Bareham, Clarke Hooper's managing

director, Mark Wooding, the client services director at Traffic, and

Warren Moore, the creative director at Clarke Hooper, will take board

positions in the new agency alongside senior BHWG staff.

The agency has been formed to offer clients direct marketing, sales

promotion and interactive solutions under one roof. Account handling,

planning and creative departments are being fully integrated.

The move has resulted in 30 job losses across the three Proximity

agencies because of duplication of some roles. The merger will create an

agency with 335 staff and clients including Volkswagen, Alliance &

Leicester, COI Communications, and British Telecom.

Hall said: "I hope this creates an agency that has a breadth and depth

of skills."

The three agencies will retain their brands under the Proximity name

until the new agency becomes established.