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, FT.com and British Telecom.
Hall said: "I hope this creates an agency that has a breadth and depth
The three agencies will retain their brands under the Proximity name
until the new agency becomes established.