Speaking to Ad Age, Mr. Vitale described his new venture as a "collective of talent" that will scale resources according to client needs without the overhead and bureaucracy of traditional ad-agency structures.
The agency is based in New York but plans to offer marketing services through a global network that numbers 150 experts in advertising, public relations, fashion, music, photography and events, Mr. Vitale said.
'Free and unrestricted'
"The traditional agency model limits thinking and creativity," and this agency is a "new way of working which is as free and unrestricted as the way people engage with communications today," said Logan Wilmont, a former creative director at DraftFCB and Naked who is part of the network.
The shop opens its doors with two clients, Mr. Vitale said. He declined to identify the marketers by name but said they were a luxury brand and a children's product.
Mr. Vitale, who joined Interpublic Group of Cos.' Lowe in 2007 and earlier spent time at MDC Partners' Kirshenbaum Bond & Partners, initially held conversations to launch the shop with the backing of a holding-company partner but in the end opted to strike out on his own.
The new agency does, however, have an equity-based partnership with Bond, a New York-based industrial- and graphic-design studio led by Joe Doucet. The two companies will share offices and resources.
Without the overhead
"I think the [agency-of-record] model is obsolete," Mr. Vitale said. "In this economy, I think we'll provide a lot more value than other agencies. We are smaller, more nimble and without big overhead. I'm launching this at this time because it's the perfect moment, and I think the economy being the way it is is going to help us."