The Gang rules

Singapore - Former M&C Saatchi ECD, Richard Johnson has finally revealed some details about his new agency, called The Gang, which walked away with the Volkswagen creative account last month.

Johnson tells Marketing, the business is a "new type of marketing agency" which believes the traditional model of agency is "antiquated, expensive and on its last legs." 

Johnson says The Gang's business model is to reduce all unnecessary overheads, meaning the agency will not employ juniors, will not have an expensive or regional office, will not have a boardroom or business cards, and will have "no suits" so clients have to deal directly with the creatives, the production people, and the planners.

"Basically this gives our clients more for their money which in the present financial climate is no bad thing," he says.

For more on this story, see the upcoming issue of Marketing magazine.