- BMP DDB and Claydon Heeley International have revealed the details of the direct marketing agency they are setting up as a joint venture under the name of Jones Mason Barton Antenen.
Simon Antenen, the creative director of BBH Unlimited, joins the management line-up of Nigel Jones, the former BMP head of planning; Edward Mason, the managing director of Claydon Heeley and Steve Barton, a European board director at Ogilvy One.
Jones Mason's management team will also include a data planner, who has yet to be named. The agency opens its doors at the Battersea premises of Claydon Heeley this week with 21 staff already in place and claims already to be a top 40 shop with over £20 million worth of business. Clients include Compaq, which BMP DDB and Claydon Heeley have been working on together for the last five months.
It claims to be an agency in its own right, rather than just taking referral or conflicting clients from its parent agencies, and its objective is to be a top five agency within five years.
The start-up claims to have identified a gap in the market for "consumer-focused direct marketing which works". Direct agencies, it contends, tend to be driven by what data can do rather than what motivates consumers, while ad agencies tend to be good at understanding consumers but not at translating that into compelling response work.
Jones said: "The direct industry is excellent in its targeting but less successful in unlocking what really motivates the chosen target. There's a big opportunity to combine real consumer understanding with state of the art targeting techniques."
BMP Direct, BMP's last direct marketing venture which brought three sector experts in-house, failed to take off and disbanded last year after Stuart Archibald, Roddy Kerr and Arthur Parshotam left to pursue separate ventures within six months of joining BMP.