BDH hires Andy Lockley

The new creative chief wants to produce work as good as the London agencies'.

Manchester's BDH\TBWA has named Andy Lockley, the British-born former creative director of Publicis Mojo in New Zealand, as its new creative chief.

Lockley, whose career has included spells at GGT, HHCL & Partners and St Luke's, takes over the role vacated last year by Danny Brooke-Taylor, who opted to join Trevor Beattie's department at TBWA\London.

Lockley, 32, who spent two years in Auckland, joins the £54 million-billing BDH, the UK's second-largest regional agency, as it looks to improve its creative potency on the back of recent wins including the combined Morrisons and Safeway account.

At the same time, Lockley, a copywriter with D&AD, Creative Circle and Campaign Poster Awards to his credit, said his aim was to put BDH's creative on a par with the best that was coming out of the London agencies.

"BDH has a list of clients, including Morrisons and PZ Cussons, that any agency in the capital would love to have," Lockley commented. "This means that the creative opportunities are as good as you could possibly wish for."

The Birmingham-born Lockley joined GGT in 1993 after leaving Bucks College, working with Tim Mellors and Graham Fink. After four years, he switched to St Luke's, where he worked on Ikea, HSBC, Sky, Radio One and Clarks shoes.

After two years at HHCL, he went to New Zealand, where one of his associates was the former Abbott Mead Vickers BBDO senior creative Nick Worthington.

"Working in New Zealand really opened my eyes," Lockley added. "It made me realise there is a lot of good work coming out of agencies well outside the M25.

"Now I want BDH to aspire to produce work to London standards and for big London agencies to get nervous when they find us up against them on pitchlists. And if those agencies start sniffing around my creatives in a year's time, I'll know I've done my job."

Neil Griffiths, the BDH chief executive, said: "We have a long-standing reputation for producing great creative work that builds business and brands. In Andy, that reputation is in great hands."