The duo, who recently appeared in Campaign's Faces to Watch for 2004, are starting a digital creative agency called Lean Mean Fighting Machine along with two colleagues from Tribal DDB.
The exit of Bedwood and Ball will be a blow to Tribal DDB, the creative and media planning and buying agency affiliated with DDB London, as the pair were responsible for all of the online advertising work for its flagship client Volkswagen. Highlights include the launch of the luxury four-wheel drive Touareg model in 2003.
"Great advertising is rarely found online," Bedwood said. "It is still the preserve of the traditional agency and it is these standards we will judge ourselves against."
LMFM is being founded with the Tribal DDB account planner Tom Bazeley, who will head the agency. Dave Cox, a technical director, joins as a founding partner.
LMFM will only offer online advertising solutions. It will open in March with four clients including the International Herald Tribune. LMFM has been tasked with creating the online component of the brand campaign to launch the revamped global newspaper.
"Online advertising is a growing market but a question-mark remains over its creative integrity," Bazeley said. "It is time to start producing advertising that people enjoy, remember and respect."
Bedwood and Ball started at the then BMP Interaction in 1999. They became the creative directors in 2001, presiding over the rebrand of the division to Tribal DDB. They have produced work for clients including Pot Noodle, The Guardian and Vodafone.