Three of New PHD's most senior managers are leaving to set up an
independent creative communications agency.
Jon Wilkins, the joint managing director of New PHD, John Harlow, the
managing director of New PHD’s strategic communications agency, Rocket, and Will Collin, New PHD’s director of strategic services, all resigned on Wednesday. They are leaving to set up a privately backed, independent agency that will work with advertisers, media owners, creative and media agencies to put media at the forefront of the overall communications process.
The company will be called Naked Communications to emphasise the concept of stripping back the convoluted advertising process and delivering clear, objective solutions to the communications industry.
Harlow said: "Our aim is to provide creative media thinking to all leading creative service points, in advertising and beyond. We want to put creative media thinking back in at the briefing stage."
The managing partners at New PHD were pragmatic about the breakaway, but said they may set up a rival company. New PHD founding partner Jonathan Durden said: "It’s not beyond the bounds of reality that we would launch a competitive service anyway. Plans are afoot in that area."
"We have a business which is all about people and talent, and we have given them a very enterprising culture,’ he added. ’When some individuals are brave enough to be enterprising we can hardly be surprised."
Wilkins said: "New PHD still has probably the most entrepreneurial
culture of all media companies and has proved to us that nice guys can