Marc Cave, the vice-president of the Lowe Group, Simon Anholt, the former chairman of World Writers, and Joakim Jonason, a creative from Paradiset DDB, are teaming up to launch Cave Anholt Jonason, a London-based agency that aims to fill a gap in the global services market.
The creatively led start-up, which opens its doors this week, plans to produce international campaigns that are sensitive to all the markets in which they appear.
'Everyone knows that the biggest growth in the advertising industry is in international advertising, yet the industry executes these briefs badly. We are responding to a real client need,' Cave said.
'If you've got your international talent under one roof, you ought to get better teamwork. This is an experiment to prove that international advertising can also be the most creative and effective. We're starting this agency for the frustrated clients out there looking for an agency whose structure helps and not hinders their business.'
The agency has 12 people so far and aims to have 40 by the end of the year and 80 by the end of 2001. The team has three secret accounts signed up and one in negotiation. They plan to charge clients by fees but also want to put in place performance-related criteria.
Anholt has closed his company, World Writers, as it would have been in direct competition with the new agency.