Creative directors at England’s regional agencies are following the
lead of their London counterparts by setting up their own forum.
The new body is expected to press for curbs on the burgeoning number of
regional creative awards, boost edu-cational programmes for aspiring
creatives outside the capital, allow greater sharing of information
about TV production costs between agencies and generally raise the
status of out-of-town agencies with clients.
The regional forum is the brainchild of Pete Camponi, creative director
of the Poulter agency in Leeds, who is concerned about the lack of
interaction between regional shops.
’We want to show that there is a large part of England, between London
and Scotland, where lots of agencies don’t get the attention they
deserve,’ he said. ’We don’t pretend we can compete with the top 10 per
cent of London agencies in terms of scale. But we can match most of the
others very easily.’
The Northern branch of the Institute of Practitioners in Advertising is
backing the initiative and Tim Delaney, who chairs the London forum, has
been offering his advice.
The forum opens in Manchester on 22 April when Camponi will meet with
other leading regional creatives to agree a manifesto.
Awards are likely to prove the most contentious issue for the new body,
with some agencies supporting the regional schemes while others
criticise them for being of little worth. ’The Roses are the only valid
regional awards,’ Camponi claimed.