Gerald Kreinczes, the former deputy chairman of Ammirati Puris
Lintas, is setting up a brand communications consultancy called Occam
Kreinczes, who was one of the more senior casualties of the merger of
APL and Lowe Howard-Spink last autumn, is making simple ideas the
central theme of the new consultancy.
He said: ’Communications are getting increasingly confusing so
strategies have to get simpler and simpler.’ The name Occam is a
reference to the philosopher William of Occam, who believed that if
there is more than one way to proceed, the simple way is always the
Kreinczes is in talks with other industry faces, but has yet to hire
anyone. So far, his clients are advertising agencies which need
consultancy on large, complex business issues. However, he will work
directly with clients.
He has not yet found premises but is looking in south London - he says
that many people prefer not to work in central London.
Kreinczes had been with APL since 1995, first as the strategic
development director and latterly as the deputy chairman. He moved over
with Kevin Morley Marketing, which he helped found in 1991.
Before that, he ran a market research consultancy called The Kreinczes
Partnership for two years, after a stint as executive planning director
at Allen Brady & Marsh, which he joined from the then BSB Dorland.
He has also worked in marketing at Publicis and ABM. and his career
includes five years on the client side working for Findus.