Media Lifeline: Company headquarters

A company's offices can say a lot about it, as Mindshare is about to discover.

1994: Channel 4 rewrote the rules of British broadcasting when it launched in the 80s - and it was symbolically important for it to find an architectural expression of its challenger brand values. It achieves this in its 1994 move to its plate glass palace in Horseferry Road.

2001: Naked Communications, an agency that was always ahead of its time, signalled its intention to think outside the (dry land) box when it launched in 2000 in a cabin just above the waterline aboard HMS President, moored at Embankment. But in 2001, it comes ashore, moving to London's loftland in Clerkenwell, right next to that ultimate touchstone on postcode trendiness, Mother.

2005: The itinerant Telegraph Group (it had quit Fleet Street in 1987, eventually ending up at Canary Wharf in 1991) serves notice that it now sees itself as a digital age corporation by changing its name to Telegraph Media Group and announcing that it is to move to hi-tech, state-of-the-art, glass-fronted, a la mode offices in Victoria.

2006: The antithesis of Naked in media agency terms had always been Zenith Media, which offered an outward manifestation of its philosophy in the stark ugliness of its soulless Paddington engine shed of an HQ. It serves as a sign of the times, therefore, when it (or rather its successor company, ZenithOptimedia) ups sticks and moves into slightly more Bohemian digs in Fitzrovia.

2010: Mindshare decides it's time to reinvent itself (while bowing to staff demands for that fundamental human right, a roof terrace) by moving from its offices above a McDonald's in the Strand and into the Lorenzo Piano-designed garish buildings in St Giles.

Fast forward ...

2011: Aegis Media's agencies wonder if they're about to reinvent themselves too when they move into offices on the wrong side of the Euston Road just beyond the top end of Fitzrovia. So there's rejoicing when Mother, that arbiter of street cred, decides that it too fancies a bit of Triton Street action. Staff at Naked confess they're bewildered at this latest development - and a new branch of McDonald's opens on St John's Street.


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