Former Lowe London boss Matthew Bull is setting up a new agency in New York, The Bull-White House, with backing from Toronto-based marcoms group MDC partners.
MDC, which owns Crispin Porter+Bogusky and 72and Sunny among others, will own 51 per cent of the new agency which opens its doors with business from Labatt and social media consultancy Syncapse.
Bull’s other partners are creative Andrew Whitehouse from highly-regarded Cape Town agency FoxP2 and former JWT New York new business chief Lee Davis.
Bull’s last job was CCO of Interpublic-owned Lowe & Partners after enjoying mixed fortunes in London (successful as creative director, not so much as CEO). A South African, he made his name and money as the founder of Lowe Bull in that country in 1996.
Bull told Ad Age’s Creativity: “We’re not going to come up with any fancy-schmancy way to describe what we do. We just don’t want to be boring, really. We want our work to be fresh and inspiring. And every time we don’t achieve that we will be miserable bastards.”