How will Rainey Kelly's direct marketing arm fare? (Rainey Kelly Campbell Roalfe advertising agency to launch Harrison Patten Troughton Brand Response direct marketing operation)

Eleanor Trickett assesses the `no-new-age bullshit' policy of the HPT start-up

Rainey Kelly Campbell Roalfe, arguably one of the last "traditional" agencies to launch has, at last, been bitten by the direct marketing bug and is backing a new brand response agency (Campaign, last week). But what's behind the move?

Harrison Patten Troughton Brand Response will open in May -- although it has already begun chasing business -- and will be headed by three direct marketing and new-media heavyweights: Tim Patten from BT's multimedia unit and an alumnus of Abbott Mead Vickers BBDO and FCO; Martin Troughton, the managing director of Bates Communications and before that an old Ogilvy boy; and Steve Harrison, most recently the creative director of OgilvyOne.

Rainey Kelly can look to …