A brand and corporate design consultancy has set up a unit specialising
in creating on-screen branding for the end sequences of TV commercials.
Tutssels, the three-year-old sister company of the TV ident specialist,
Lambie-Nairn, claims there is a gap in the market for talented creatives
to salvage endlines from what it believes is often a creative wasteland.
The issue is said to be one of the reasons behind Bartle Bogle Hegarty’s
split with Cadbury’s (Campaign, 13 October). The agency is understood to
have felt creatively compromised by being forced to run the Cadbury’s
endline on all its ads.
Helen Owen, managing director of Tutssels, said: ‘Mnemonics are often
unimaginative and can make what should be the strongest part of an ad
into the weakest.’
The new division will be run by Rob Kelly, a director, and Mark
Sherwood, a producer. Kelly comes from Lambie-Nairn. He has had four
D&AD nominations, plus a D&AD silver and gold. Sherwood began his career
at James Garrett, and has worked as a producer for Gerry Anderson at the
Moving Picture Company.