Mr. D'Rozario will hold the titles of co-president and executive creative director. Mr. Murphy will share the co-president title and serve as executive director-brand innovation. Mr. Barrie will be executive creative director-visual branding. The idea is to create an agency small enough and connected enough to create individualized teams for each client.
Mr. Murphy said the trio will be "keeping the model very nimble and [will] bring people from all different talents and industries onboard as we need them. The idea that an agency can solve every challenge within its four walls and only within its four walls needs to be rethought."
Focus on talent
In their first few months together, the partners will be lining up clients, but the real focus will be on talent. "We're still defining what kind of agency we want to be," Mr. D'Rozario said. "We have a clear idea of it, but now we have to focus on building it, defining it and getting together the right kind of people to fill out the team."
Mr. Murphy joined Toyota agency Saatchi, Los Angeles, in 2005, and his departure is effective March 30. His responsibilities will be absorbed by the agency's leadership team, headed by Kurt Ritter, CEO of the Los Angeles office.
Mr. Barrie left Fallon last November after 23 years with the agency, where he worked with clients such as Time magazine, United Airlines, Porsche and Jim Beam. Mr. D'Rozario had been with Fallon only four years when he left in November with Mr. Barrie to start their own company, but his 20 years in the industry have paired him with clients such as the airline Ted, Four Seasons Hotels & Resorts, Volkswagen and Credit Suisse.