FCB Veterans Open New Agency

Three former Foote, Cone & Belding executives have teamed up to form Brainsaw, a new marketing and advertising agency.

Tim Fuhrman, who served as vp, management supervisor at FCB in Irvine, Calif., and headed the TaylorMade Golf account until three weeks ago, is launching the shop with Chris Brown and John Zegowitz, who both left FCB about a year ago.

Brainsaw, which Brown said is meant to be “a quicker, more agile, smarter tool,” will offer such services as brand identification, culture development, planning, marketing and advertising.

“We’re a good alternative for clients who are looking for a lower-cost alternative,” Brown said. “We can provide a deeper, smarter level of thinking than a creative boutique, with less process than a larger agency.”

The company is looking for clients in areas where the three partners have experience, including fast food, sports, hospitality, automotive and leisure. The shop is located in a renovated loft space in the Santora Arts Building in Santa Ana, Calif.

Brainsaw is cur rently working with a few clients, including Scripps TV network Fine Living and several undisclosed golf clients, on projects.

“Our goal by Christmas is to have two larger pieces of business” in the $5-10 million range, Brown said. In general, he added, Brainsaw is looking for clients that will enable the shop to “either do great work or make a ton of money. If we can get both, great.”

Since leaving FCB, Brown and Zegowitz have both freelanced. “We knew we were going to start a company, but we wanted to take our time and do it right,” said Brown. “We saw [FCB] getting larger and larger, and found there was a better way to do things that was getting lost in a big agency.”

Brown and Zegowitz were group creative directors at FCB, working on such accounts as TaylorMade, Airtouch Cellular and Kawasaki. Brown will serve as writer/creative director at Brainsaw. Zegowitz is art director/creative director. Fuhr man is a planner.

Brainsaw currently has no other employees, but instead is using a network of freelancers to handle tasks such as trafficking, art direction and copywriting. The shop will add staff as business comes in, Brown said.

“We’ve got it set up now where we’re comfortable,” he said. “The way the economy is going, it behooves us to stay lean.”