BOSTON Three senior executives have left the London office of Omnicom Group's TBWA to start their own agency.

Trevor Beattie, chairman and cd of the 250-person shop, along with CEO Andrew McGuiness and deputy cd Bill Bungay joined to form Beattie McGuiness Bungay.

In a statement provided by TBWA, Beattie said, "This is the toughest decision I've ever had to make. TBWA has been my life for the past decade. It means everything to me. But this is something I want to do. It will be a new kind of agency." He added, "TBWA will continue to do what it does brilliantly: creating brilliant ideas for brilliant clients."

In addition to his other responsibilities, TBWA president of European operations Paul Bainsfair will resume his former position of chairman and CEO of the London office, effective immediately.

Bainsfair said, "We are 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. Fortunately, TBWA\London is well blessed with talent and management."

Danny Brooke-Taylor and Tony McTear have been named joint creative directors of TBWA\London.

Day-to-day operations will be handled by managing director Matt Shepherd-Smith, executive planning director Neil Dawson and joint deputy managing directors Neil Hourston and Victoria Davies.