Adland veterans Grant Booker, Mick Hunter and Andrew Moss have launched new agency Grown-ups with the selling point that they have the experience that many younger agency staff lack.
The “experience based” agency claims to offer “a direct alternative to the traditional layered agency model.”
Hunter and Booker have 30 years experience each while Moss has 25. Creative partner Booker’s agency experience has included major Australian operations Mojo, M&C Saatchi and BMF. Fellow creative partner Hunter was creative director at The Campaign palace and Whybin TBWA Sydney.
Planning director Andrew Moss began his career in London before working in Sydney on agencies including Campaign Palace, Lowe Hunt and Red Spider.
The issue of staff experience versus cost has been fiercely debated on Mumbrella in recent months. McCann Worldgroup boss Ben Lilley’s guest post on why he was looking for younger agency workers generated a large number of comments.
In a video interview with Mumbrella deputy editor Robin Hicks, Hunter said:
“A lot of clients are actually being fed juniors to work on their business. In a lot of cases they are paying for senior people but ending up with junior people working on their business which is completely wrong, if not fraudulent.”
Booker said: “Agencies have been dealing with ever decreasing margins over the last five to ten years and so have reduced the number of senior people on staff. I can understand why agencies are doing this, but it’s potentially detrimental to their clients”
Hunter added: “Younger people coming through have fewer experienced colleagues around these days to teach them and remind them what they’re there to do: sell the client’s product.”
Also joining the agency as art director is Hunter’s creative partner Ian Morton.
In a statement setting out its positioning, the agency said:
“We believe simply that experience – and the right industry background – are the best pre-conditions in an agency partner to deliver results that will consistently make an impact on a client’s business.
“Yet by contrast – we’ve observed our industry over the last 10-15 years as discounting the importance of skills and experience – or have reduced client access to the best people in the agency – it’s because the focus has been to reduce cost
“We’ve ended up with a situation where many clients are being serviced today by a service model with little ‘critical mass’ of business and industry understanding
“Grown-ups is different – we’re an agency model that gives competitive clients what they are looking for – an agency squarely set up to drive business results.”