Between the Lines: A new year, a new start-up

It is great to kick off 2007 with news of a start-up (page 3). The launch of Dye Holloway Murray shows that adland is still brim-full of entrepreneurial spirit, the kind of spirit that has made British advertising the best in the world.

However, the London market is a crowded one. It's populated by nimble agencies, mostly offering the best thinking available. Each time an advertiser looks to hire an agency, he or she has the pick of a range of shops ably qualified to handle a range of briefs.

So DHM has its work cut out. It's not going for the integrated model, but is launching along more traditional lines with equal weight apportioned to creative, planning and account management.

Its focus will be on doing the best work for the client. It sounds obvious, but the trio believe too many agencies end up advising their clients with solutions that suit the agency's, rather than the client's, needs. DHM also believes that the best communications strategies must build upon the client company's own culture.

The next year will show if this positioning will earn DHM a place in the competitive London market.

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