Kevin Brennan, until recently the highly-respected marketing director at Kellogg’s UK, is now the CEO of Quorn Foods and he’s awarded his £6m ad budget to start-up agency Quorum, formed by veteran agency creatives Simon Collins from Euro RSCG and Billy Mawhinney, from just about everywhere including JWT and Leo Burnett.
The business moves from Dare/MCBD.
Quorn Foods, whose other brand is Cauldron tofu, bought itself out of Premier Foods with backing from Exponent Private Equity. The company operates internationally and claims to be achieving rapidly rising sales in the US. Its chairman is former Golden Wonder CEO Clive Sharpe.
Brennan told Campaign: “Now Quorn Foods is an independent business, it allows us to reassess our needs and we are breaking the mould with this (agency) appointment.
“I’ve worked with Simon Collins and Billy Mawhinney for years and they are world class creatives.
“With Quorum we will be able to take advantage of creative excellence without having to bear the costs of a big agency network. We appreciate the contribution MCBD has made but needed to find a model right for our situation.”
Quorum founder Collins said: “Our agency ethos is reflected in our name and we will focus on providing a small number of experienced creatives, ensuring that all the client’s investment goes into producing great work.”
It’s hardly unusual for new agencies to promise to do without account men and other useless and expensive paraphernalia (it usually lasts until they have to get on a pre-dawn train to go and see the client in Newcastle).
Quorn boss Brennan has been a great supporter in the past, referring once to JWT and Leo Burnett’s work on Kellogg’s as “the first golden age of advertising.”
Good to see him putting his money where his mouth is.