CEO Michael Moszynski and creative director Alan Jarvie are aiming to pioneer a transparent global business model and claim their services are 50% cheaper than any other network agency.
In his previous role at M&C Saatchi, Moszynski was CEO of Hong Kong, the Middle East and IS, the agency's integrated London offering. Jarvie was previously creative director of Hong Kong, New York, Middle East and IS.
London has driven down surplus costs by using an online campaign management system which helps to streamline the production and approval process and allows both clients and agency access to the history of the campaign.
The staff is made up of a larger number of senior employees who adopt a hands-on approach to ensure that the job is done more effectively. They have cut out some of the "fat" that is inherent in larger agencies and adds to costs and time.
The agency has also partnered with Text Appeal and Splash, a translation and press production agency who are responsible for the production of localised campaign elements which can then be deployed globally.
Moszynski said: "Now, as global capitalism faces its greatest-ever challenge, is the time to re-evaluate the type of advertising agency that is fit for purpose and can help their clients deliver economic recovery in the short-term and greater efficiencies and effectiveness in the long term."
London, which was set up in November, currently has a global roster which includes Ketel One Vodka (US), Nolet's Distillery (Europe), Majid Al Futtaim (Middle East) and Glo Mobile (Africa).