Simon Palmer/TBWA Merger: Merged agency makes room at the top for key players

Paul Simons

Paul Simons

The chairman of Simons Palmer Clemmow Johnson will become the chief

executive of the merged agency. He has been the driving force behind the

deal, and is expected to take on a wide-ranging role at the merged

agency, leading the cultural and practical changes resulting from the

merger. Simons, who had a stint as a Cadbury Schweppes brand manager,

went on to become the vice-chairman of GGT, but left in February1988,

and set up Simons Palmer Denton Clemmow and Johnson in June of that


Jonathan Hoare

An affable old Etonian, Hoare is a traditional advertising man who

joined TBWA when it merged with Hoare Wilkins in 1994. As chairman of

TBWA, he has concentrated on external relations, while his managing

director, Graeme Arkell, has run the shop from day to day. As such Hoare

has played a key role in the negotiations with Simons Palmer and also

ran new business for the agency. He will continue in the role of

chairman at the new agency, attempting to complement the more

businesslike Simons.

Carl Johnson

The group managing director of Simons Palmer, and a supremely confident

account man, Johnson has recently become involved in the Mission, a

company set up by the Simons Palmer Group to explore film-making and


His role at the new agency has yet to be finalised, and there has been

much speculation about his future. It is very unlikely that a deal such

as this would take place if he was not on board.

Simon Clemmow

One of the agency’s founders, and a famously brainy planning director,

Clemmow will be charged with making sure that planning thrives at the

new agency - TBWA does not have as strong a planning culture as Simons

Palmer. Clemmow is expected to become executive planning director of the

new set-up, and will be instrumental in effecting a smooth merger

between the two agencies. Clemmow met Simons and Johnson at GGT.

Trevor Beattie

The workaholic creative director of TBWA, Beattie’s close relationship

with Alasdair Ritchie and high industry profile suggest he will remain

in place after the merger, despite the apparent surfeit of creative

chiefs at the new shop. However, he is known to have been unhappy at

TBWA before the merger. Beattie and his partner, Steve Chetham, rose to

stardom on the back of 1994’s Wonderbra campaign.

The pair did it again last year with 30-foot-long posters of lingeried

legs for Pretty Polly.

Tony Malcolm, Guy Moore

Tony Malcolm and Guy Moore returned to Simons Palmer last September

after an 18-month spell as creative directors at Collett Dickenson

Pearce. They are now heading up the high-profile Sony and Nike accounts

at the agency.

As joint creative directors with Paul Hodgkinson and Andy McKay, their

arrival heralded a restructure of the agency and the start of the

’double diamond’ system of account management.

Andy McKay, Paul Hodgkinson

These two unassuming creatives were promoted to acting creative

directors after the departure of Chris Palmer and Mark Denton, and were

sole creative directors until Moore and Malcolm joined the agency last

year. They work primarily on LDV and Goldfish, but don’t have a high

profile outside the agency. McKay, who was promoted from head of art,

brought Hodgkinson in from Lowe Howard-Spink to be his partner.

Alasdair Ritchie

The TBWA European chairman is the man responsible for the expansion of

the Omnicom-owned network in many of the areas outside its home base in

the US. He will continue to seek new opportunities to spread the TBWA

name worldwide, and now that a deal has been struck in London, his

attention is likely to turn to other territories. He started in

advertising in the 70s and, in 1979, took a stake in the renamed Holmes

Knight Ritchie, which was later merged with TBWA.

Major clients

Simons Palmer


Handles the UK advertising


Launched the British

Gas-sponsored credit card

Sony Playstation

Runs the European advertising

News International

Handles the Sun and the News of the World

Central Office of Information

Is on roster, as is MBA


On the way off the roster


Cars, banking, retail, airline



TBWA’s flagship account


Wonderbra posters are arguably TBWA’s most famous work

Pretty Polly

Hired to ’do a Wonderbra’ for the former Playtex client


Notably Absolut Vodka and Chivas Regal

Miller Genuine Draft

Currently up for review


Nivea, Ciba-Geigy, Green Flag


Banking, media, government.


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