The agency is being formed with direct marketing specialist Johnny Barradale and advertising director Neil Campbell, who each work with Leagas at Edge Ideas. The name BLAC is derived from the initials of the four founding partners.
BLAC will offering advertising, design, brand consultancy, direct marketing, digital, sales promotion and live marketing. Leagas takes the role of chairman and Arnold will be executive creative director.
Campbell will focus on business development and Barradale will focus on client service. Both will take the title of joint managing director.
Leagas and Arnold have both spent significant periods of their careers at Saatchi & Saatchi, and said that the experience has ensured that their respective agencies fit well in terms of ethos and culture.
Arnold said: "Blac embodies the famous Saatchi 'can do' culture -- with an extra 'whatever it takes' proactivity that we know will give us an additional edge in a tough business environment. We intend to be tough, cheeky and opportunistic -- for ourselves and on behalf of our clients."
BLAC already counts clients including: Esselte, Avis and Ricoh, for which it handles advertising; Best Western Hotels, for which it works on branding; and direct marketing clients More Th>n, Swan Hellenic and Yo.
It has 50 staff and will have an international presence through thenetworkone, a group of independent, creative agencies with representation throughout Europe, the USA, South America and the Far East.
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