Ogilvy & Mather is to launch a London-based spinoff branded English.

Targeting clients with an annual ad budget below £2 million, the fledgling’s name derives from the aphorism “talking plain English” – a quality for which advertising agencies are not universally renowned.

At the helm is an internally-recruited quartet: Richard Howarth and Magnus Djaba (jointly responsible for account planning and handling) with Lawrence Seftel and Gary Anderson on creative duties. English will offer lower costs to clients than a larger agency, it is claimed, thanks primarily to a menu-based approach to campaign building that results in fewer hours being billed.

Explains O&M chairman and chief executive Paul Simons: “We are going to experiment with having a lean unit plugging-in to the huge resource of Ogilvy locally and globally. If it works we may do it again.”

The new venture will also serve as a ‘Chinese wall’, enabling the parent agency to minimise account conflicts.

News source: CampaignLive (UK)