Stead takes the role of chairman and is joined by Peter Phillips, a founding director of Tangerine; Mark Shickle, former PSD:Fitch packaging director; and Marian Kelly, also a former PSD:Fitch director. A CEO will be appointed later this month.
is promising to differ from other agencies by offering services such as trend forecasting along with design and brand strategy, and fees based on mutually agreed key performance measures.
"At The Brewery, we will be creating a results-focused partnership that is genuinely 'Business + Creative'. By combining business reality with real consumer insight and a creative focus on design, we will ensure a client's investment can work quicker, harder and focus on the real issues at hand," Stead said.
Stead started his career at Fitch & Co in 1981, leaving in 1988 to form his own company PSD. The agency worked for clients including Virgin Atlantic, London Transport and Motorola and was acquired by Cordiant Communications in June 2000.
He headed Cordiant's branding and design division, promoting the global Fitch network. Cordiant was sold to the WPP Group last year after financial difficulties stemming from account losses at its advertising network Bates Worldwide.
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