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A breakaway group from J. Walter Thompson Manchester is setting up

a new-media shop in the city, to address the lack of new-media skills

outside London.

The agency’s former head of business development, Louise Cordwell, and

the planning director, Darren Hawkins, are spearheading the launch of

Magnetic North, which plans to integrate new- and old-media skills for

branding in the digital arena.

Hawkins, the strategy director of Magnetic North, said: ’It’s no longer

enough just to build a cute website and wait for the consumer to stumble

on to it. Increasingly, a great online campaign is one that works

seamlessly with traditional media.’

Magnetic North, which already has Kellogg and Polydor Records on its

client list, plans to develop all forms of online branding

communications for its clients from banner advertising and websites to

video streaming and multi-media campaigns. Solutions from the agency

will be compatible with the internet, WAP technologies and digital

TV.

Cordwell, who takes up the role of client services director at the

agency, said: ’The thing we’re the most excited about is bringing the

branding and creative skills from traditional agencies online to combine

with the new-media skills.’

According to Cordwell, until now London has been seen as something of a

Mecca for people seeking new-media solutions. ’It is seen as more

creative and established,’ Cordwell said. ’But many clients are

experiencing capacity and cost problems. In the regions, studios aren’t

booked solid for months in advance and talented people aren’t just

looking to get six months’ experience and move on.’

Bruce Thomas and Jason Roche are also joining from the web development

agency Subnet, where they were both directors. Thomas, who is now the

business development director at Magnetic North, said: ’We will work on

many digital TV solutions in the next few months.’