A top creative director from Omnicom shops has struck a deal with the competition to launch a new agency. On Tuesday, IPG announced that it's entering into a joint venture with Jimmy Smith, who has most recently been group creative director on the Gatorade account at TBWA/Chiat/Day.
Smith will be the chairman, CEO, and chief creative officer of the new marketing agency, Amusement Park Entertainment, which will be based in Los Angeles. The shop will focus its work on “trans-media” storytelling, creative content development, and integrating messages across multiple media by honing in on mobile applications, film, and gaming.
Prior to Smith’s stint at TBWA, he held senior positions at BBDO—another Omnicom holding—as well as the independently owned Wieden + Kennedy.
Although the precise joint venture ownership terms have not been disclosed, the top brass at IPG seem optimistic about the possible results of the deal. “We couldn’t be happier to partner with the team at Amusement Park and expect them to bring a new voice to clients who understand the power and value of great storytelling across media,” said IPG chairman and CEO Michael Roth.