The agency, Eighty Twenty, has been formed by Max Burt, former planning director at D'Arcy, Loz Simpson, former head of copy and creative director at CDP, and Jonathon Hall, who was new-business director at Ogilvy & Mather.
The agency founders hope that their paying clients will be involved in corporate social responsibility at the very least, and will refuse to work with tobacco companies, environmentally unfriendly energy companies or companies that make products specifically targeted at children. They will also refuse to work with brands that have a strong history of what they describe as "questionable behaviour".
The 20% of time spent on non-profit projects will benefit organisations such as charities, hospitals and some government issues.
It is branding itself as "an agency of good eggs".
Simpson explained the reason behind setting up the agency. "The strongest motive was the desire to jack in advertising and do something 'worthwhile'. But trapped by the encumbrances of a wife and children, it was impossible, so this allows us to use our skills and give something back to the world."
He said that the financial side would work out, but admitted, "the 80% has to be robust for the 20% to exist".
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