Davies Little Cowley is linking above- and below-the-line
disciplines at creative director level by hiring the direct marketing
specialist, Mark Fiddes, to take joint creative command of the
Fiddes, 37, the former DMB&B Direct and IMP creative director, will work
in tandem with David Little, the agency’s creative partner, whose
above-the-line skills he will complement.
The appointment marks the first step to install the next generation of
management at the shop, which is changing its name to Davies Little
Cowley Fiddes in acknowledgment of its new partner’s equity stake.
Don Cowley, the agency’s joint chief executive, said: ’Mark and David
will sit in adjoining offices and work on the same creative problem just
as if they were a writer and art director team.’
He added: ’We think this is the first time the skills have been linked
at the top of a creative department. Perhaps, given time, the
distinction between above and below the line will disappear.’
Davies Little has been working through the line for the past five years
with a client list including Philips, Mills & Boon and the Meat and
Livestock Commission. But Cowley said: ’We’ve only scratched the surface
of what we can achieve in direct marketing, which is needed by almost
all our clients.’
Fiddes, who has been working as a consultant for publishers and
retailers, is expected to bring business with him to the agency.
He helped to introduce direct disciplines at HHCL & Partners before
joining PPHN, which relaunched as Touch and subsequently folded. He has
been running his own business for the past two years.
’I felt there was a limit to what I could achieve as an individual and
this is an opportunity to develop integrated creativity,’ he said. ’I
believe this way of running a creative department is going to become