During Hong Kong’s ex-pat boom years leading up to The Handover, Michael Moszynski enjoyed a legendary reputation. Aside from having run the British Airways account internationally, he launched M&C Saatchi in both Asia and the Middle East. His Hong Kong base was a houseboat in Victoria Harbour when Kai Tak airport was nothing more than a treacherous landing strip in Kowloon Bay, wedged between apartment blocks and mountains. (He could tell you plenty about Hong Kong’s or “Fragrant Harbor’s” origins on water.) Today, Michael may be back in London near a less fragrant Thames, but he’s working his magic again. Just 8 months ago, he and founding partner Alan Jarvie (former Creative Director of M&C Saatchi) launched LONDON, which is certainly living up to its claims of being “a new type of global advertising agency.”
LONDON’s value proposition is simply: BETTER. FASTER. CHEAPER. Its strategy is to help clients maximize the effectiveness of a reduced advertising budget and demonstrate that a London-based alternative to a traditional network agency can still access local insight and best practices from across the globe. LONDON accomplishes this through a pioneering, internet-driven model, which brings London-quality ideas to the world from one central headquarters without expensive and unnecessary overseas bases. In its first three months, the agency has won clients on every continent, including the Hong Kong-based global Mandarin Oriental account, as well as Ketel One Vodka (US), Nolet’s Distillery (Europe), Majid Al Futtaim (Middle East), and Glo Mobile (Africa). With a staff of 40 at headquarters,
LONDON has access to 105 strategic planners around the globe and 675 local language copy writers through an affiliation with Text Appeal. Never one to shy away from the spotlight, Michael and LONDON have received their share of early kudos: “LONDON Advertising promises to develop ads for international clients at half the price charged by traditional agencies,” New York Times (June 28, 2009); “Un nuevo modelo de agencia publicitaria global” Spain’s Expansion (June 9, 2009); “Start-up agency breaks new ground. LONDON can create, produce and supply any ad in any media in any language to any country in the world from the capital.” Director Magazine (May 7, 2009) and “Cost-effective and innovative, and they react quickly to opportunities, a crucial advantage today,” Wall St. Journal (April 29, 2009).