Gum founders quit to launch start-up

Andreas Neumann and Amos, the founding partners of Saatchi & Saatchi's branded content and entertainment division, Gum, have left the agency to set up their own branded content company.

The pair were recruited from the music industry when Gum was launched in September 2005 to bring in a greater understanding of popular culture to the youth-focused arm.

After joining, they were given a future equity stake in the business, to accrue once it started making money. It is understood that this will now revert back to Saatchi & Saatchi.

Neumann and Amos will continue to work on projects with Gum while they set up their as yet un-named venture, which will be backed by hedge-fund investment.

Their exit comes at the same time as several job losses at Saatchi & Saatchi.

A spokeswoman said: "We are consulting with a limited number of individuals on their roles. Regrettably, this is likely to result in redundancies."