How It Feels to Close Your Agency When It's Just Not Working

Matthew Bull shutters The Bull-White House

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When Matthew Bull, the former global chief creative officer of Lowe, started The Bull-White House in New York in late 2011, he was happy to reignite his entrepreneurial side. After years of managing creative staffers at a global agency, he was back in the driver's seat he occupied when he launched Lowe Bull in South Africa in 1996.

His new shop, however, never achieved critical mass or created head-turning ads despite Bull leveraging relationships at Unilever and Anheuser-Busch InBev to get projects and a plum assignment on Corona overseas.



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