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Trio push charity angle in start-up.(senior agency managers open ad firm)
Three former senior agency managers are launching a start-up that will work for selected clients for nothing and give part of its profits to charity.
Max Burt, the former D'Arcy planning director, Loz Simpson, an ex-head of copy at CDP, and Jonathon Hall, previously Ogilvy & Mather's new-business director, claim their venture is a response to the growing emphasis on ethical corporate behaviour.
Their agency will be called Eighty Twenty, reflecting the founders' intention to spend 80 per cent of their time working for fee-paying clients and 20 per cent working free of charge on communication tasks for a variety of non-profit-making bodies.
Twenty per cent of the agency's profits will be distributed to charities chosen by the agency and its clients.
Any client working with the agency must have proven ethical credentials.
The agency insists it will not work with tobacco manufacturers, environmentally unfriendly energy companies or producers of goods targeted at children.
Clients with a history of unethical behaviour ...
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