Fraser-Rush unveils joint start-up

Former TBWA\Tequila chief Allan Fraser-Rush has joined forces with Australian creative chief Joy Weideman for an agency offering clients “emergency creative and planning services”, designed to cut out the middlemen.
The duo previously launched Simon Richards Group in Sydney in 1999, before going their separate ways. Fraser-Rush returned to the UK and had a spell at MRM, before spending a total of 8 years heading up planning at TBWA\Tequila, ultimately becoming managing director.
He left in 2010 to become global planning director at first Lowe Brindfors in Sweden and then Lowe Singapore.
Weideman started her career at Rapp Collins (now Rapp , then worked at EuroRSCG before joining with Fraser-Rush at Simon Richards. She has been working as a freelance creative for over a decade. She has relocated from Sydney to the UK.
The duo say their new venture, ARFR & Associates: Emergency Creative & Planning Services, is based on the simple proposition: cut out the layers and work directly with the creators.
Fraser-Rush said: “Great strategic thinking can lead to amazing and effective creative, but often the original intent gets lost in the layers of people involved.
“We want to keep it small and have direct contact with each of our clients, no middlemen, no gatekeepers. We will then bring in specialists to work on specific tasks on a project by project basis. This will help shorten delivery times and reduce the overall agency cost structure.”
The agency has already secured its first two clients.