Marc Cave, Simon Anholt and Joakim Jonason have joined forces to set up a new agency drawing on staff from around the world, imaginatively titled Cave Anholt Jonason.

The trio all have considerable advertising experience. Cave is executive vice president at Lowe, Anholt is quondam chairman of World Writers and Jonason is founder and ex-creative director of Sweden’s Paradiset DDB.

The fledgling will recruit a multicultural team of creatives, planners and account managers, hired from the four corners of the world but based in a single office in London.

According to Anholt, the shop will aim “to prove that international advertising can be the most creative and most effective advertising in the world, and to provide companies with the first serious alternative to the big multinational agencies”.

In line with this vaunted creativity, the agency’s title may be replaced in due course. “Once we get to know the business properly, we might decide to give it a new name,” said Anholt.

News source: Advertising Age - Daily Deadline