Cave Anholt Jonason closes over personality differences

Cave Anholt Jonason, the London-based agency aimed at the global

services market, is to close only eight months after its formation.

The three founders took the decision to close citing personality

differences as the cause of the split - though they insist that the

parting is amicable.

The agency, launched last October, was set up by Marc Cave who resigned

as the vice-president of the Lowe Group to be a founding partner along

with Simon Anholt, the former chairman of World Writers, and Joakim

Jonason, previously the creative director of Paradiset DDB.

Cave said: "It's a chemistry thing, it just isn't right between the

founders. We wanted to divorce because we just don't get on - but we

still think it's a great idea. We're cutting the Gordian knot."

The idea of the creatively led start-up was to produce international

campaigns that are sensitive to all the markets in which they appear -

but, by operating out of one office with an international creative team,

at a substantially lower running cost.

At the launch, Cave stated: "Everyone knows that the biggest growth part

of the industry is international advertising. And yet the industry

executes these briefs shittily. It's a disgrace!"

In February,the agency was appointed to work on Timberland on a project

basis and to build brand awareness but the appointment was rendered

ineffective as the brand subsequently called a global creative review.

The agency also lost out to the Dutch agency KesselsKramer in February

on the pitch for the pan-European Diesel task.