Ex-FCB chiefs plan to offer both ads and PR

Alan Midgley, FCB’s former joint creative director, and Sue Aitken, its ex-new business director, are joining forces in a start-up combining advertising with PR.

Alan Midgley, FCB’s former joint creative director, and Sue Aitken,

its ex-new business director, are joining forces in a start-up combining

advertising with PR.



They are linking up with the ad consultant, Rupert Hopkins, and Kelly

Walsh, a former PR executive and ex-European marketing director of the

Gap fashion chain, in the new operation, which will be called

Renegade.



The partners are reluctant to discuss detailed plans before the agency’s

official launch later this month. But Hopkins said this week: ’To our

knowledge, this is the first time anything like this has ever been done

in the UK.’



It is believed the agency will aim to attract modest-spending clients

whose advertising is likely to attract a high level of editorial

coverage.



Hopkins added: ’That’s only one aspect of what we will do. We’re going

to be structuring ourselves in a significantly different way.’



He claimed the agency had investors in place with a number of contracts

at pre-signing stage. ’We have bounced the idea off a number of clients

and, with a few exceptions, they want to know more,’ he said.



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