Brooks joins Work Club launch team

Martin Brooks, the former chief executive of the Omnicom-owned digital and direct network Zulu, has been confirmed as the third founding partner of the digital start-up Work Club.

Brooks joins the planning partner, Patrick Griffith, and the creative partner, Andy Sandoz, at the agency, which opens its doors this week.

Work Club will not use traditional teams. Instead, it will foster ideas through the partnership of one creative staffer and one planner. It intends to then hire outside specialists in the UK and overseas to produce most of the agency's work.

Work Club will charge clients a set fee for strategy, with production costs added to the final bill.

As well as advertising, the agency plans to produce content, services, tools and events both off- and online. These could range from tools for use on social networking or gaming sites to outdoor events promoted online.

Brooks said: "Our start point is 'what can brands do for people?', rather than 'what should we tell people about our brand?'."

He added: "Many clients have recognised that paying full-service agencies in London to produce standard assets no longer stacks up, so we're not about to build a huge studio.

"Instead, we're putting together a network of international production partners offering a more efficient and economical product."