Brasserie heads set up own shop

The four founding partners of the HHCL Brasserie are breaking away from the TV-only shop to set up their own agency and are taking the Disney Channel, a former Brasserie client, with them.

The four founding partners of the HHCL Brasserie are breaking away

from the TV-only shop to set up their own agency and are taking the

Disney Channel, a former Brasserie client, with them.



Rupert Howell, managing partner of the Brasserie’s parent agency, HHCL &

Partners, confirmed that the new shop, set up by the former partners,

Mischa Alexander, Chris McDonald, Liz Whiston and Dave Shelton, would

not be prohibited from speaking to other former Brasserie clients.



He said: ’The concept behind the Brasserie was that it worked on one-off

projects so there are no ’clients’ as such.



’I would imagine that they will work with most of the clients that

they’ve worked with before. While it’s always nicer to have people

working for you, I think you should celebrate people setting up on their

own. They go with our blessing.’



HHCL has no plans to close the Brasserie, but is considering how to

develop the concept in a different way.



Howell said: ’I still think there is a need for a one-off project

approach and the Brasserie was a viable business. We’ll definitely be

keeping it open.’



Of the three full-timers at the Brasserie, one is going to the new

agency, one has been taken into HHCL and the other is leaving to pursue

different interests.



At the new agency, Alexander will take on the mantle of managing

partner, with McDonald as planning partner and Whiston and Shelton as

creative partners. The four are negotiating with HHCL to take over the

lease on the Brasserie’s Newman Street offices.



Both Howell and Alexander were at pains to stress the split was

amicable.



However, it is thought the two sides could not agree on how to develop

the Brasserie.



Alexander said: ’When we set up the Brasserie, the endorsement by HHCL

was vital. In the last year, we’ve found that, because of the

association, we’ve lost more opportunities to go for new business than

we’ve gained. We think that we have a better business opportunity by

being independent.’



The four former HHCL staffers set up the Brasserie in September 1995 to

cater for clients who wanted one-off, broadcast-only campaigns. They

created ads for clients such as Paxo, Sega Saturn, McCain pizzas and the

Martin brand, Metz.



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