McPherson launches Publicis Loft
A new brand communications agency, Publicis Loft, has launched in Auckland.
Led by Lachlan McPherson (left) and backed by the Publicis Group, Publicis Loft has been formed to meet the demands of businesses seeking to work closely on specific projects with a small, bespoke team.
Says McPherson: “Publicis Loft is a new breed of agency which will strip away many of the formalities and processes brought by the traditional agency structure. We work with brands that might normally avoid a large agency – who find that layers of procedure can hinder their growth. Their challenges can be even more exciting and inspiring.”
McPherson says that in this undiluted format, the agency will be ableto bring ideas to market fast: “We offer the best of both worlds – alean team which can act swiftly with purity of purpose, and can alsodraw on the power of the Publicis Group and beyond, as and when needed.”
McPherson has over 15 years of experience creating ground-breaking work for clients in New Zealand, Australia and the USA.
Publicis Loft is currently working on a campaign with Greenpeace NewZealand and stars Lucy Lawless and Rhys Darby, to encourage New Zealandto sign on at the UN climate conference in Copenhagen. The Sign Oncampaign has over 90,000 supporters.
McPherson is one of the most awarded advertising creative directors inNew Zealand. He has won numerous international awards and is a multipleCannes Gold Lion winner.
His work for Coca Cola Oceania and Hallensteins has been featured inthe book, “How Asia Advertisies. The Most Successful Campaigns inAsia-Pacific and the Marketing Strategies Behind Them.” His work forPowerade and Lion Nathan brands Steinlager Pure and Speight’s has alsobeen awarded for outstanding results at the EFFIES effectiveness awards.
McPherson joined Mojo Melbourne as creative director in 1993 and sincethen has risen to creatively lead both the Sydney and Auckland officesof Publicis Mojo. He retains his position as a partner and shareholderwith Publicis Mojo, and will continue to work with key Publicis Mojoclients.
9 Comments
What does this say about Publicis – unable to do what they should be doing is my take on it. Surely you try and fix the problem within, making the operation more nimble rather than create a “sub-brand.”
I like the idea but not sure if the clients who want to work one on one in a small environment would be chuffed to know they’re financially supporting an agency with 3 ECDs on 300k+.
I agree, Anthony.
So Mojo clients should be content knowing that their account is mired in layers of procedure and large, diluted teams?
Who’s the third ECD?
it’s called a small agency….. Like hello….. i admire mc mcP for his thinking but why don’t he just go out and do it himself. There are twenty small creative firms playing in this space already. Most lay low and don’t do the PR, look at us approach.
He could do a good job on his own, why have a big global hanging over your head.
All the same i wish McP the best, he one of the good guys in the industry.
Another agency photo of some dude wearing the standard issue agency uniform. Black shirt. Jeans. Black shirt. Jeans. I know. Let’s be original. Black polo. Jeans. On a more serious note, hope the offer matches the pr.
Harry, I think you’re mistaken; that’s Charcoal Grey.
I hear theres a shake up happening a Mojo. Wonder how this makes the rest of the creatives feel?
Seems like an awful expense when you look at the approach Ty Montague of JWT North America took – he’s cleverly avoided these costs by just thinking like a small agency, all 2000 employees have gotten the memo.
http://adage.com/smallagency/post?article_id=127258