Linus Karlsson, the creative chairman at McCann’s Chevrolet-dedicated agency Commonwealth, is forming a new agency called Ming, where he will hold the title of chief creative
officer and chairman.
Joining him in the new enterprise are Brian DiLorenzo, chief production officer, McCann Erickson, who will serve as CEO of the new shop, and Tara DeVeaux, a former executive vice president at BBDO, who will serve as Ming’s president.
The new shop will have some financial backing from McCann, according to sources, although specifics were not available.
McCann said the both Karlsson and DiLorenzo would continue in their roles at Commonwealth and McCann while launching the new agency.
The new shop -- its full name is Ming Utility and Entertainment Group -- will focus on three core areas: design, technology and entertainment.
”We’re living in one of the most creative moments in history,” said Karlsson. “We’re slowly transitioning off almost 60 years of managing messages to a world where doing things and creating experiences is everything. Suddenly, everything is possible. That’s how we feel about things, and that’s inspired us to start Ming.”
Ming will operate as an independently owned company and partner with McCann Worldgroup on various projects tapping into network resources, the agencies said. The new shop will be headquartered in downtown New York and also maintain space in McCann Worldgroup’s midtown offices.
“Linus has proven in his time at McCann that he is a change-maker, and starting something innovative and new is what we’ve come to expect from him” said McCann Worldgroup President/CEO Harris Diamond. “Ming is a timely addition to the industry. We are pleased to support Linus, Brian and Tara as they seek to create a new, relevant and complimentary offer to Worldgroup for clients in today’s marketing and media environment.”
The trio behind the start-up have worked on a number of nontraditional and well-regarded creative campaigns, including BMW Films, HBO Voyeur, HBO Imagine, Target “Fashion Spectacular,” IKEA Catalogue and Nature Valley “Trail View.”