SYDNEY: Andy Firth has launched agency Mammal with Gary Cunliffe's Plump Films to handle in-house post-production and avoid traditional agency mark-ups.
Firth was creative director Loud for five years, after holding senior creative roles at various agencies where he worked with Cunliffe.
The pair first began working as a team in 1991 at Ogilvy & Mather Direct London, before moving on to Ogilvy & Mather Advertising and Direct New Zealand, Leo Burnett and Saatchi & Saatchi Sydney.
Mammal has already begun work on Ganton and Jensen Shirts and Personal Training Academy as well as other undisclosed clients.
Firth said that while having Plump Films on board allows the agency to handle production in-house for clients, the agency would not exclusively focus on TV advertising.
“It’s not our main focus, we can shoot anything – for TV, web, virals, and print is relatively simple [to also do inhouse]. We are avoiding all the usual mark-ups,” he said.
Mammal will look to create product-focused advertising over brand-focused advertising, Firth said.
“Our view is that in these times companies care most about shifting products,” he said.
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