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Chaldecott resurfaces in marketing venture.(SMLXL)
Axel Chaldecott, one of the founders of HHCL & Partners, is returning to the business as one of the bosses of a newly formed specialist marketing company.
The outfit, called SMLXL, will work with clients that are having problems reaching consumers because of the changing media landscape.
Chaldecott will be joined in the venture by Alan Moore. He is a brand strategist who has worked on projects for Coca-Cola, helped relaunch the Renault Clio in the UK, evolved a global brand communications strategy for Saab and devised the US store opening strategy for the H&M fashion chain.
For Chaldecott, the venture marks his reappearance 15 months after his decision not to follow HHCL into its merger with WPP's Red Cell network. At the time he said: 'I have a few hot irons in the fire that I haven't been able to fully explore while being part of HHCL.'
The launch of SMLXL takes place against a background of what its founders say is the lack of effectiveness of tried and trusted means of communication as new media proliferate and the number of TV channels increases.
The pair point out that not only are mass television audiences declining, but viewers are finding commercials more intrusive and less ...
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