Mark Wnek's column on Monday mentioned a rumor going around about Trevor Beattie leaving TBWA/London to start his own agency. And yesterday Trevor Beattie, Andrew McGuinness, chief executive, and Bil Bungay, deputy creative director, announced their resignation in order to launch a start-up called Beattie McGuinness Bungay.
According to the Media Guardian TBWA has acted quickly in replacing their vacancies.
The agency has swiftly replaced its London management team, with TBWA Europe president Paul Bainsfair taking on the roles of chairman and chief executive of TBWA/London.
Danny Brooke-Taylor and Tony McTear have been promoted to joint creative directors, while Matt Shepherd-Smith will continue to handle the day-to-day running of TBWA as its managing director.
"We're sorry to say goodbye to these guys, in particular Trevor, whose contribution to the success of TBWA/London over the past 10 years has been outstanding. We wish them every success for the future," Mr Bainsfair said in a statement.
It also seems that the newly formed BMB doesn't have any clients lined up yet.
Although it has no clients yet it is certain to be inundated with calls from companies looking for the kind of advertising for which Mr Beattie, creator of the Wonderbra Hello Boys and French Connection FCUK posters.
"We don't have any at the moment. We will find out on that front what happens next. All you can say is 'let's have a chat'. I'm not very busy next week,'" he said.
Mr Beattie said his new agency would offer strategies on sponsorship, branded content and product placement as well as traditional advertising, and confirmed that the film-maker Matthew Vaughn was involved.
"I would like to think that it's more than just a creative advertising agency because I think that's the way advertising should be going," he said.
"It's always harder for an [established] advertising agency to adapt into something new."
BMB is not looking to set up another traditional ad agency model. Beattie said they plan to involve clients in branded entertainment projects and events.
Beattie was quoted as saying:
"We have no desire to create TBWA Lite. TBWA goes on. It remains the finest agency in London. TBWA will continue to do what it does brilliantly: creating brilliant ideas for brilliant clients. I will miss the people and the place, but I'll be cheering them on loudly from a little office somewhere."
He also admitted that admitted that he had deliberately chosen the day before the election to quit.
He said: "It's a very heavy moment. I've been here 15 years. I'm leaving because it's the right time. It's the election tomorrow and it's a big, big challenge. I've just taken a 75 per cent pay cut and I'm very scared. It's the saddest day of my life. Every other day here has been a highlight."