Marketing and advertising is a demanding business; it can give its practitioners the chills. To quiet such fears, a new agency has taken a name indicating it has no worries -- and neither should its clients.
With industry leaders such as former Universal McCann CEO Robin Kent, the Fearless Group says it plans to deliver "better, more effective advertising by eliminating fearful behavior and thinking."
The shop kicks off with two accounts: Phone.com and PureFoods.
"Fear has played a major part in decision-making in advertising and marketing ... The fact is fearful behavior produces safe advertising, and yet safety is not an obviously desirable communications objective," stated Robert Davidman, agency executive, formerly head of EarthQuake Media.
"Brands and agencies need to confront and manage fear in order to properly communicate with today's consumers from TV through to Twitter," he adds.
Other founding members of the multifaceted agency include Jerry Judge, former CEO of an IPG creative arm; Michael Head, a former top executive at Johnson & Johnson; Peter Gibb, who has held top posts at BBDO and Saatchi & Saatchi; and Tim Walsh, CEO of Access Trade Management, a barter company.
The new agency is based in New York.