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EVANSTON, Ill.-Ad agencies spent an estimated $130 million on outside creative talent in 1994, a trend BBDO Worldwide veteran Charles P. Kent wants to tap with Creative on Call.

The new Chicago area shop will provide "seasoned, top professionals," said Mr. Kent, 40.

Creative on Call terms itself the first outsourcing company to use a national network of free-lancers under the direction of a senior creative manager.

"Right now, most agencies and their clients have cut personnel so far to reduce costs that they are looking outside to handle each new creative project or even major pitch," Mr. Kent said. "This means finding free-lancers. After talking to several agencies around the country, I estimate that American agencies spent some $130 million in 1994 just on free-lance creative talent."

Most recently senior VP-creative director at BBDO, Chicago, Mr. Kent spent 16 years in Chicago and New York with BBDO before forming the new shop in January.

Initial clients include Lovell Communications, Nashville, Tenn., and LevLane Advertising, Philadelphia. Glover/Hauck, Nashville, provides production capabilities.

"Our goal is to add about 10 new agency relationships and handle 25 other projects during 1995," Mr. Kent said.

Creative on Call is at 1219 Maple Ave., 60202. Phone: (708) 491-1569.

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