Starcom EMEA chief quits to launch start-up agency

Starcom Europe Middle East and Africa managing partner Pete Edwards has resigned to launch a start-up agency with Starcom business director Jez Groom, who has also resigned from the agency, and ex-client services director Will Saunders. His resignation was announced to Starcom on Tuesday afternoon.

The trio is planning to launch a communications planning agency called EdwardsGroomSaunders at the end of this month. The agency aims to “deliver more effective communication thinking from start to finish”.

The founders claim they have developed an approach that “delivers a sharper definition of the consumer challenge, a powerful consumer vision, a focus on dynamic measurement for effect”.

Saunders says: “Too many agencies play lip service to the fundamentals of effective communications and end up measuring the one-dimensional media metrics rather than those critical to success.”

The three partners have worked together for more than ten years, starting at Bartle Bogle Hegarty. The clients they have worked with at Starcom include Cadbury, Orange and Stella Artois.

Edwards took over as managing director of Starcom Motive in 2003 after Iain Jacobs was made chief executive of Starcom MediaVest. The agency has since dropped the name Motive and the group is split into Starcom and Starcom MediaVest.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here