JWT global planning director Paul Shearman is leaving the agency to launch a start-up claiming the way communications are currently planned is "nonsense".
Shearman, who leads global creative and strategic planning on the agency’s HSBC account, is setting up Bushfire, a company that will facilitate integration and creativity workshops. He leaves JWT at the end of this week.
He says he is launching his own agency after becoming frustrated with the lack of effective communication between media and creative agencies. "With an infinite number of channels and an equally infinite number of ways in which you can use them, the linear way communications is planned is nonsense," he says.
He adds the situation is further complicated with clients having up to ten agencies to brief.
Shearman says the workshops aim to look at the market context and understand business and brand issues and to look at possible communications ideas before writing briefs.
He adds that he is in talks with a number of clients about attending such workshops.
Shearman joined JWT in December 2004 from TBWA, where he was international planning director. He was the planner behind John Smith’s campaign starring comedian Peter Kay. Shearman has also worked in media at Chiat Day Mojo, Leo Burnett and WCRS and as media director at Bates in New Zealand.
JWT has yet to find a replacement.