- Rainey Kelly Campbell Roalfe is backing three big names from the new media and direct marketing industries in a start up agency which will be named HPT Brand Response.
Tim Patten, head of BT's multimedia unit, and Martin Troughton, managing director of Bates Communications, have teamed up with Steve Harrison, who was most recently the creative director of Ogilvy One, to run the new shop.
"This is not just another DM agency," MT Rainey, the planning partner at Rainey Kelly, said. "HPT's mandate is all channels of consumer interaction that can generate a response or create a relationship -- from broadcast TV through direct mail to Website management."
The new agency will be housed in the same building as Rainey Kelly, and is intended to offer an additional talent and skill base for Rainey Kelly's clients, which include Virgin Cola, Virgin Atlantic, The Times, General Motors and Simple skincare. HPT Brand Response will also be developing its business independently of the parent agency.
Robert Campbell, a creative partner at Rainey Kelly, said: "Our clients have been asking us for ways of exploiting our ideas more fully -- but we didn't want to rush in without having the right product and the right team."
Patten was Rainey Kelly's first client when BT appointed the agency in December 1993. He worked in advertising agencies before he moved to BT as advertising manager in April that year. Patten joined DMB&B as a graduate trainee in 1983 and later worked at Abbott Mead Vickers BBDO and FCO.
Jim Kelly, a managing partner at Rainey Kelly, said: "There is a growing convergence between the response culture and broadcast advertising in particular which first prompted us to look for partners in this area."