The agency, to be called Barraclough Edwards Chamberlain, is to be run by Barraclough, his long-standing creative partner Steve Edwards and Nic Chamberlain, who will head up the account management side of the business.
Copywriter Barraclough and art director Edwards have worked together as a creative team for over a decade, while Chamberlain was one of the first intake of graduates of what was Barraclough Hall Woolston Gray, now Proximity London. He worked at BHWG for more than five years, and most recently has been at EHS Brann as an account director.
Barraclough describes the new agency as a strategic and creative shop with strong direct marketing heritage.
Central to his vision for the agency is that it will work closely with clients throughout the development of creative projects, with the objective of producing "creative work of higher standards in less time".
Barraclough says this will be achieved through creatives carrying out work assignments at client's offices for one or two days at a time until the work is completed, giving clients direct access to projects as they progress.
According to Barraclough: "It will be a bit like Mother is above the line, we'll create more direct relationships between the creatives and clients."
He added: "Clients' biggest complaint is that it takes too long to get projects turned around." This way, he says, they can get much more involved in the process.
The three partners will be backed up by a team of account directors and project managers. The agency is set to launch in the second week of July, and further details of clients and work will be available nearer the time.
The agency is understood to already have clients on board, although Barraclough refused to be drawn on who they are.
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