Buonaguidi leaves St Luke’s for C4

Dave Buonaguidi, one of St Luke’s creative directors, has quit the agency to join Channel 4 as part of a radical marketing and advertising initiative started by the station’s director of strategy and development, David Brook.

Dave Buonaguidi, one of St Luke’s creative directors, has quit the

agency to join Channel 4 as part of a radical marketing and advertising

initiative started by the station’s director of strategy and

development, David Brook.



Buonaguidi takes over from Ceri Evans as creative director at Channel 4,

where he will be in charge of co-ordinating all on- and off-air

marketing from a creative viewpoint.



Brook and Buonaguidi worked together when Brook was a St Luke’s client

at the Observer and the Guardian. Brook described Buonaguidi as ’a

charismatic and inspirational leader’. He said: ’Dave will bring a fresh

perspective.



I am impressed by his ability to get good work out of teams and this job

is all about harnessing the talent of our in-house creatives.’



Buonaguidi said: ’The opportunity was too mouth-watering to resist. I am

unbelievably lucky to have been involved with St Luke’s and now I get to

try something new that gives me a rush. It’s hard leaving a lifetime

project but I am impatient to get on with my new job and understand all

the things I don’t know about television.’



Channel 4 made the controversial decision of rejecting a conventional

agency this summer after it split with BMP4, signing instead the

Creative Partnership, which is best known as a film promotion

company.



Brook added: ’People often get a new lease of life from working in new

circumstances. We decided to do it differently and look outside the TV

world for a creative director. St Luke’s is a pioneer in communications

so it’s the obvious place to look.’



Buonaguidi’s job will be broader than that of his predecessors, and is

likely to include new media and print as well as on-air promotions.



Buonaguidi and his partner, Naresh Ramchandani, left HHCL & Partners in

July 1993 to become joint creative directors of Chiat Day, which later

became St Luke’s.



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