Betts and Green start ideas shop

Gary Betts and Malcolm Green, whose eight-month reign as McCann-Erickson’s joint creative directors ended in August, are launching their own venture to provide advertisers with ideas capable of working across the entire range of their marketing activity.

Gary Betts and Malcolm Green, whose eight-month reign as

McCann-Erickson’s joint creative directors ended in August, are

launching their own venture to provide advertisers with ideas capable of

working across the entire range of their marketing activity.



The Mighty Big Idea Company is intended to answer what Betts and Green

say is a growing trend by clients to look for creative answers to their

problems beyond conventional agency set-ups.



The operation starts with a blank client list although the pair, who

have rejected other job offers, claim they have investors willing to

offer them backing should they want it.



Betts and Green, who are best known as the creators of the Gary Lineker

campaign for Walkers crisps at BMP, left McCanns when the agency hired

Mike Court as creative director (Campaign, 23 August).



Since then the duo have been freelancing. However, Betts said: ’We have

always had the desire to have our own business.’



Green added: ’We didn’t want to set ourselves up as Betts and Green

because that sounds like a pair of creative freelancers, which isn’t

what we want to be. Nor are we a virtual agency. We want to get to the

nub of what clients want - and what they want is a big idea that might

run from packaging to a TV commercial.’



Their company, which will operate out of the former Partners BDDH

offices in London’s Marylebone Lane, intends to link with a planning

consultancy and a media independent.



The pair say they will mirror what is going on within many client

companies, where good marketing ideas come from a wide variety of

sources.



As a result, they intend to recruit up to four staff who may not

necessarily have advertising and marketing experience. ’We want a team

of people around us who won’t apologise for having a good idea,’ Betts

said. ’They could be anybody from an ex-architect to a former television

producer.’



He added: ’The reason is that clients are getting much braver, won’t

necessarily follow convention and are frustrated by their agencies,

which they think have grown out of touch. Advertising can’t be made

effective simply by throwing money at it.’



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