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Saatchis acquired the creative hot shop to shore up its US operation at a time when the creative powers of its New York agency were at a low point.

According to Kevin Roberts, chief executive officer, of Saatchi & Saatchi, that time has passed.

"The reputation of Saatchi & Saatchi's New York office has gone from strength to strength under Tod Seisser's creative leadership thus we feel that the time is right for Cliff Freeman & Partners to pursue its goals independently," he said.

He added: "Cliff Freeman & Partners is a US-focused agency. Saatchi & Saatchi's global network delivers highly creative ideas to a multi national client base led by Procter & Gamble, Toyota, HP, and Johnson & Johnson."

Cliff Freeman won acclaim earlier this year at the D&AD awards, where it picked up three awards one in the radio advertising category for its ad for Hollywood Video's Scream 2; and two in the TV and cinema category for its ads for the online technology store, outpost.com.

One execution, "cannon", involved a gerbil being fired from a cannon. Another, called "band", showed a pack of hungry wolves being set on a high school band. "Forehead" featured children having their brows tattooed.