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- BMP DDB has lured James Sinclair and Ed Morris, the multi-award-winning team behind Sony PlayStation's "double life" ad, from Bartle Bogle Hegarty.

The duo will take on the role of directors of creativity, acting as flexible group heads with no fixed client responsibility. They spent 18 months at BBH, during which time they created the award-winning Sta-Prest outdoor campaign for Levi's and the Vinnie Jones and Michael Parkinson executions for One2One.

The bulk of their career was spent at what is now TBWA GGT Simons Palmer. They teamed up in 1992 at Miller & Leeves WAHT, then moved to Bainsfair Sharkey Trott, and saw three mergers at the agency — with BDDP, GGT and, finally, TBWA GGT Simons Palmer.

As well as picking up a BTAA Gold for "double life", they won several ±±¾©Èü³µpk10 Poster awards for their work at TBWA, including executions for Kew Gardens and London Transport.

"We may have had a short stay at BBH, but we got a lot done in a short space of time," Sinclair said. "However, we had learned that map of the world, and we have always admired BMP — we used to bring our book here in the old days. It's great that John Webster is here, and Larry Barker is a great bloke."

Barker, the creative director of BMP, said: "Obviously, they have a very good book with a real depth of talent.

But there is also a lot of fire in there — a real hunger to keep doing it and they are very exciting to talk to.

Their strengths are across the board and they are very good at producing slightly unexpected work without making it incomprehensible and gimmicky."

Morris added: "BBH is a fantastic place with rigorous systems making it run like a well-oiled machine. This place has that, but as it is more established it is more relaxed and a little warmer."