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Group745
Group745
Group745
Group745
Group745
Group745
Trends and Insight in association withSynapse Virtual Production
Group745

Brands, Take a Seat with The Fourth Chair

24/04/2017
Group745
Advertising Agency
London, United Kingdom
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An agency that spends money on what matters – creativity
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Over the last year, everyone in the advertising industry has become acutely aware that due to ever-broadening communications channels and brands beginning to take an increasing amount of work in-house, the traditional agency model is being forced to evolve and adapt – or die.  There has been much discussion about the longevity of the traditional agency model and what needs to be done for true creativity to survive. 

Growing numbers of brands are snapping up legacy creatives and producers for themselves, feeling the need for highly experienced advice and direction. Looking to provide an offering in this space, industry stalwarts Paul Wilmot and Anita Mahal have launched a brand-new agency, The Fourth Chair, to do just that. The agency aims to provide top tier creatives, planners and producers for a fraction of the cost of a traditional agency.  

With a skeleton team comprised of some of the industry’s most awarded and experienced creatives, The Fourth Chair will build and tailor a bespoke team, specifically to their client’s need, using a network of high-calibre collaborators. So, in addition to production, planning and creative, Anita and Paul are offering up ‘the fourth chair’ at their table, to clients. They explain that no matter how big or small the job their work is only conducted by heavyweights and its done face-to-face. 

“Over the past few years we have seen a real gap in the market for clients who want to cut through the noise and work in a partnership - not have 28 people between them and their work,” explains Co-Founder and Creative Director Paul Wilmot. “We believe that great communications are achieved when you sit down face-to-face, in an atmosphere of mutual respect, with the people who are actually going to create your advertising and develop your brand. The Fourth Chair is about offering a more intimate environment, without the hierarchy and the related costs of a big agency.”

Keeping costs economical, Anita and Paul also offer production through Upstart.  Founded in 2001, Anita continues to lead Upstart as managing director and will act in a producer role at both Upstart and The Fourth Chair. 

“It seemed natural that we should offer the services of Upstart to our clients at the Fourth Chair. We have our own roster of directors but are happy to work with any outside directors and production teams when required,” explains Anita. “The ethos of Upstart has always been to champion young directors by supporting them with our extensive production experience. We provide agencies the confidence to explore directing talent, in the safe-knowledge every production will be produced by myself and Paul. We want to offer clients that same opportunity.”

Between them, Anita and Paul have held senior roles at some of the world’s most prestigious agencies and client teams. Having started in production, Anita forged a career in agency production leading to the role of Head of TV at Euro RSCG (now Havas) and DLKW, before she started her own production venture with Upstart. Paul was Creative Partner at Colman RSCG, co-founded agency Madell Wilmot Euro RSCG (now Havas WW) and has been creative director on a variety of top tier clients, including P&G, Citroen, Heinz, Allied Breweries, Tambrands, Unilever, GSK and Cadburys. With an inimitable level of experience between them, Anita and Paul have been able to build an extensive network of high quality talent. They frequently work alongside such luminaries as Steve Hooper (joint creative director BBH), Senior Planners including Tony Quinn (JWT, Leagas Delaney) and other specialists in digital and social media. 

“Being in the business for so many years, we’ve met the best of the best. We’re adept at selecting the right people for the job, who can create the right form of communications. These days, agency production is suffering from a lack of training and confidence, often requiring the need for cost consultants. At The Fourth Chair you only get industry heavyweights who know their way around the creative, planning and production. Ultimately, we can use more of our budget on the best creative, more effectively,” says Anita. 

Paul adds, “With clients making more of the creative decisions, we want to offer a business partnership that works directly on their brand and understands their business. Everyone wants to do the most effective creative work possible. We’re combining grown up thinking with exciting talent, to provide the best work.”  

So, say Anita and Paul, “clients, take a seat.” 



For more information about The Fourth Chair visit their website or contact Anita Mahal, anita@fourthchair.co.uk

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