New Manchester agency Skinny has announced itself by winning Your Move, claimed to be the UK’s biggest estate agency network. Skinny, co-founded by former CHI and Leo Burnett creative director Tony Durston beat TBWA Manchester and Leeds agency Home to the business.
Skinny offers both creative and production under one roof, rather like Paul Weiland’s agency Contagious London. The other co-founder is Nicky Casey of Vertica Films.
Your Move marketing director Louise Hudson says: “Your Move has a nationwide presence therefore national TV advertising is the ideal media to generate greater brand awareness for us. The high profile TV campaign will be followed with additional activity over at least the next six months including national radio, direct mail and online campaigns.
“We’ve thoroughly enjoyed working with Skinny and believe we have developed an insightful and impactful campaign that will bring significant benefits to not only our business but our customers too. The appeal of Skinny is that they allow their clients direct contact with the creative director so nothing is lost in translation and decisions about the campaign and TV advertisement were made more quickly. Having creative and production under one roof made for a smoother process with a better result at the end of it.”
Durston says: “Having made a lot of work in a lot of agencies, it becomes clear what you need to make a good ad, and what you don’t. This is in essence, what Skinny is all about: Stripping out the things that aren’t needed, which not only saves clients time and money, but leads to a less frustrating process for both parties and, we believe, a better end result.”
It’s a bit of a shame that the debut ad is of the ‘crowd of happy customers’ genre, beloved of first time advertisers. But estate agents, now battling discounters at last, can really only promote their service and (supposed) large number of potential buyers, instanced above.
So we’ll be kind: MAA creative scale 5.
More interesting is a new agency on the Manchester/northern scene, one that’s often overlooked. But you only have to look at the large billings at out-of-London media agencies, like WPP’s MediaCom, to see that it’s quite a thriving ad scene oop there.