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Three years ago, Euro RSCG purchased a majority stake in startup record label THE:HOURS, with the idea of using it to leverage musical talent for brands. Now, the founders of that label are peeling off from the Havas-owned shop to launch their own independent agency, touting a string of luxury clients—and another awkwardly punctuated name.
On Jan. 1, 2012, Alexandre Sap, Leslie Dubest, and Fabien Moreau will launch </FORWAR:D>, a small New York- and Paris-based agency that plans to tap artists, actors, and musicians to create and promote branded content for high-sheen brands including Cartier, Estée Lauder, DKNY, and Tommy Hilfiger.
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