Mike Amour heads up new Singapore-based marcoms company Project: Worldwide

Former Grey and TBWA senior manager Mike Amour has been signed to run an ambitious new marcoms holding company called Project: Worldwide, based on the George P. Johnson events company.

Here’s their press release, otherwise disguised as a news report in Campaign Asia:

‘Privately-held Project: Worldwide will focus on an integrated roster of specialist agencies, including leading experience marketing company George P. Johnson.

Robert G. Vallee Jr., current chairman and CEO of George P. Johnson, will step up as global chairman and CEO of the new holding company with newly appointed CEO Mike Amour taking charge in Asia-Pacific.

“The vision for Project: WorldWide is grounded in real-world necessity: consumers, employees and other audiences crucial to business success have moved beyond passive consumerism to embrace engagement as the only really meaningful type of marketing they value,” said Vallee.

According to a company release, Project: Worldwide will “provide marketers with a unique ability to engage, convert and retain customer relationships through engagement marketing techniques.”

Vallee added, “This is in line with the increasing demand for agencies to provide truly channel-neutral and measurable solutions that synch with rapidly changing trends in how clients allocate their budgets,” he said.

In his new role, agency veteran Amour will be responsible for aligning and leveraging existing operations in the region under the new agency holding group from his base in Singapore.

A native of Scotland, Amour has 20 years experience in the industry working across multiple countries and brand cultures. Most recently, he was chairman and CEO for Asia-Pacific at Grey Group. His impressive resume also includes roles at McCann-Erickson Worldgroup, Wieden + Kennedy and TBWA Worldwide.

“I believe it is a unique and exciting moment for a new kind of marketing communications network, especially coming out of a recession,” said Amour.

“The industry has been talking about a new model for years, but has yet to deliver. As we know, it’s a challenge for the big agencies to change fast enough, and the smaller players generally don’t have the scale or experience,” he added.

Other initial roster agencies and partnerships under Project: Worldwide include JUXT Interactive, The Spinifex Group, Active Network and Raumtechnik. Agencies will continue to serve existing clients while the group continues its organic and acquisition growth strategy.’

Real-world necessity huh?

Well good luck to them but it’s a pretty unconvincing attempt to re-invent the wheel. Why doesn’t someone just start a company saying we’ve got the best account man, the best creative and the best planner/strategist.

It always used to work.

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About Stephen Foster

Stephen is a former editor of Marketing Week and London Evening Standard advertising columnist. He wrote City Republic for Brand Republic and is a partner in communications consultancy The Editorial Partnership.