EXCLUSIVE: IdeaWorks alumni Paul Southgate and Andrew Fraser have teamed up to launch a new creative retail agency called The General Store, despite tough economic times.
Southgate, former IdeaWorks strategy director and founder of UK shop The Brand House, said there was a gap in the local market.
“There are creative agencies but most of them don’t understand retail,” he said. “There are retail agencies but most aren’t very creative.”
He will take on the role of strategy partner while Fraser, former creative director at IdeaWorks and JWT Sydney, will work as creative partner.
The pair intend to take on 10 full-time staff as the agency grows, along with numerous ‘associates’ specialising in store design, brand identity and other areas. “The ultimate model will be like a hub for talented people,” Southgate said. “The General Store associates will be able to drop in to work on ours and their own projects.”
Fraser said The General Store would move away the traditional retail agency offering. “Retail agencies tend to offer traditional catalogue-based, shouty, ‘hurry, hurry, hurry!’ advertising. We aim to talk to people, not at them,” he said.
The economic hardships afflicting retailers present a golden business opportunity, according to Southgate and Fraser.
“We can find people right for each project instead of having heavy overheads for a big office and lots of staff,” Fraser said. “Traditionally, a downturn is a good time to set up an agency because clients look for fresh approaches and often reconsider their accounts.”
The agency already has its first client following a competitive pitch: Brisbane-based kitchenware brand Robin’s Kitchen.
This article first appeared in the 18 May 2012 edition of AdNews. Click here to subscribe for more news, features and opinion.
Follow @AdNews on Twitter for breaking stories and campaigns throughout the day.
Have something to say? Send us your comments using the form below or contact the writer at alexandraroach@yaffa.com.au
Have something to say on this? Share your views in the comments section below. Or if you have a news story or tip-off, drop us a line at adnews@yaffa.com.au
Sign up to the AdNews newsletter, like us on Facebook or follow us on Twitter for breaking stories and campaigns throughout the day.