Breaking news: Matthew Bull, former chief creative officer of Lowe & Partners (an Interpublic Group company) and founder of SA agency Lowe Bull, has teamed up with Andrew Whitehouse, Executive Creative Director at FoxP2, to launch a New York based ad shop, The Bull-White House (a third partner, Lee Davis, ex Wieden + Kennedy, is also on board). The agency will be a sister agency to South Africa’s FoxP2. The new agency is being backed by MDC Partners.
MarkLives caught up with Matthew Bull for a quick progress update on launch of The Bull-White House. For the news story click here.
MarkLives: Why did you decide on bringing in Andrew as a partner for your new shop in New York?
Matthew Bull: Obviously I’ve known Andrew and Justin for ten years since they worked for me at Lowe Bull. Both did incredible work for me and Andrew and I enjoyed a close relationship from word go. My respect for his creative ability and personal integrity are huge and, when I was thinking about a partner, I only had one thought. Him. I really believe he’s one of the world’s best creative talents.
MarkLives: Some might raise an eyebrow at launching a new agency in the current global economic environment – you are obviously confident of the timing?
Matthew: Look, the economic environment is what it is and we have to adapt to it – like playing golf in the rain. I believe, if you produce excellence, you’ll prosper, regardless of the economy – obviously though, in a more buoyant economy it’s a touch easier. I also firmly believe that tough times reveal the best of you, and, by extension, the best of an industry.
MarkLives: As your South African sister agency what do you expect FoxP2 to bring to your new agency?
Matthew: In a word, talent. FoxP2 have loads of it and I believe the relationship will grow that talent base. This deal is all about opening doors, both for the people of The Bull-White House, and the people of FoxP2. We’ll always be there to help them when they need us, and vice versa. Starting next week with our first brief.
MarkLives: You are launching with two client brands (a beer brand from AB Inbev and social media company Syncapse)
– does this mean you have a premises and staff in place and are ready to roll?
Matthew: We do. We have offices in the West Village in New York which we will be in for six months before moving to new premises on 24st between 5th and 6th Ave – great space which has tenants in who are leaving in Jan [2012]. Right next to Eataly so we won’t go hungry. As for people, our third partner is Lee Davis, ex Wieden + Kennedy (he’s the suit), my assistant at Lowe Christina Jones is joining us to keep us all in shape and on time, and we have a young creative team joining us as well.
MarkLives: What are your growth expectations for The Bull-Whitehouse over the medium and long term?
Matthew: I don’t really deal in expectations, more like ambitions. We obviously have financial targets we aim to hit, but more important to me is the quality of our work, and how it has been received in the marketplace. Within the first year we want to have made our mark and then we’ll take it from there. With an agency like ours – that promises high level creativity – if we deliver that, I’m pretty confident we’ll reach our business targets.
See my story breaking the news in the SA market on BizCommunity and visit AdAge which is breaking the news in the States.