Dave Buonaguidi is leaving his post as creative director of Channel
4 to join his former St Luke’s colleague, Naresh Ramchandani, in the
launch of a new creative venture.
Karmarama will offer a range of services including advertising, graphic
design, sponsorship idents and brand identity. The partners, both
founding creative directors of St Luke’s, said that their aim with the
new company was ’to have fun, do some good stuff and work with some
The new operation will be founded on a belief that clients have a lot of
knowledge that is often chronically underused and undervalued; that
people like what they like and that selling never works; and that
successful communication is, increasingly, about putting strong ideas
into new and under-explored media.
Channel 4 will be a founding client of Karmarama, though it will
continue to use The Creative Partnership and other agencies on a project
basis to work alongside its in-house creative team. The channel is now
looking for a new creative director to replace Buonaguidi and
co-ordinate its on- and off-screen creative work.
Polly Cochrane, Channel 4’s controller of marketing, said Buonaguidi
would be hard to replace but that in the long term Channel 4 would
benefit from the additional resource. ’Dave and Naresh make a great
team. I can only imagine that their experiences over the past year will
make them stronger.’
Before forming St Luke’s out of Chiat Day in 1995, the creative duo
worked at HHCL & Partners. Since leaving St Luke’s last May, Ramchandani
has been working as a creative consultant at Wolff Olins.