Forum aims to give new lease of life to agencies in regions

Creative directors at England’s regional agencies are following the lead of their London counterparts by setting up their own forum.

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.



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