Former DM agency chiefs Shaun Moran and Mike Cullis have joined forces with ex-CMW planning director Ben Rachel to launch their own agency, Soul, under the premise of “people first, channel second”.
The trio has reportedly been planning the start-up since the beginning of the year and will have an equal equity in the business.
Initially securing projects for Liberty, Licx and Superdrug, Soul will concentrate on CRM, behavioural influence, content and strategy with the aim of “creating relationships with customers”.
Moran started his career at Partners Andrews Aldridge, spending nearly a decade as Steve Aldridge’s right-hand man. His reputation was enhanced as creative director at Lida, where he worked closely with M&C Saatchi creative boss Graham Fink on integrated accounts, as well as Lida’s own business.
Moran left the agency in 2010 after three years and freelanced for a while before taking up the ECD role at The Communications Agency last summer.
Cullis left Elvis in April last year, after eight years with the business. Previously he had worked at WPP’s Red Cell network, Claydon Heeley and Wunderman. During his time at the agency, Elvis has picked up a number of integrated accounts, including HM Revenue & Customs and Virgin Trains.
Rachel started his career at OgilvyOne in 1999, before joining CMW as planning director in April 2005. He left in September.
Cullis said: “Marketing communication needs to achieve two things: engage people emotionally and influence their behaviour. We’ve summed this up in two words: ‘moving people’.”
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