John McWilliams, the group managing director of Arcom, has quit to
form his own creative brand consultancy, taking the pounds 1 million
Attic Futura account with him.
The new venture, called jojo, aims to draw on a wide variety of
different resources around the world, using the internet to create a
’virtual’ agency that will use freelance talent globally.
’More and more clients are looking to strip away the superfluous and get
to what communications is all about - the creation of powerful ideas
that sell,’ McWilliams said. ’The entrepreneurial culture of online
clients in particular has meant that agencies need to focus on
brainpower over expensive headquarters buildings. In a global creative
village we can create a campaign with the advertising developed in
London, the website in Palo Alto and the commercial produced in Paris.’