101 has been in the planning stages since Green formally resigned from Fallon at a company meeting in September.
Speaking exclusively to Pitch after the announcement, Rumbol said: “We want to offer something to brand owners that helps them to manage their brands and behave in a way that’s charismatic and human. And we’d like to help our clients be more entrepreneurial”.
The team behind 101 all collaborated on Dairy Milk’s immensely successful ’Gorilla’ campaign. Rumbol was Cadbury marketing director at the time of the campaign but quit Cadbury this April after a reorganisation of the company following its acquisition by Kraft.
Also joining 101 are Fallon’s former creative director Richard Flintham and the agency’s head of design and Fallon Film, Mark Elwood. The agency has yet to reveal any clients.
Pitch exclusively revealed how Green stepped down as chairman and Flintham, who was on long-term leave from the agency, relinquished his role as creative director to launch the new venture.
Rumbol was first appointed Cadbury marketing director in 2006, but left the company to avoid relocating his family. Kraft asked him to take up a Zurich-based senior position that would have overseen European operations.
Following the success of the ’Gorilla’ ad, parent company Publicis Groupe shifted its £100m Cadbury business out of Fallon and into the Saatchi & Saatchi Fallon Group.
This story first appeared on Pitch, Centaur’s subscription-based online interactive marketplace for agencies and clients to share news, opinion and debate.