Paul Woolmington, the British-born former vice-chairman of WPP's
Media Edge Worldwide, is launching what he claims will be the first US
media planning shop to embrace creative and account planning.
The venture - called Media Kitchen - will work in partnership with the
independent New York agency Kirshenbaum Bond & Partners.
It flies in the face of the current trend for huge buying and planning
specialist companies such as WPP's MindShare and Bcom3's Starcom
Woolmington said: "Media Kitchen aims to use creativity to drive
business solutions. We're the guerilla in the age of media gorillas. We
truly believe we will be the start of a new breed of media company,
whose sensibility is built around brand media neutral solutions rather
than the old school of vested interest."
Media Kitchen will operate separately from Kirshenbaum but will help the
agency's clients decide where they should advertise and understand how
that choice should influence what they say about their brands.
It will not only service Kirshenbaum's $450 million-billing
client list, which includes Revlon and Liberty Mutual, but hunt for
business in other parts of the world, either with other agencies or
directly with clients.
Media Kitchen will be run by staff who have experience of working in
both media and brand planning.
Although the concept is new to the US, it mirrors what has already
happened in the UK, where a reaction against media consolidation has
resulted in smaller operations, such as Naked and Michaelides & Bednash,
offering strategic and brand consulting.