Horseman Cooke McBains has dropped its name as it relaunches as part of a 10m full service offer with through-the-line agency McBains.
The change in structure comes a year after the graphics group was bought by the Abbott Mead Vickers-owned agency (DW 27 August 1997).
The 130-strong integrated service comprises design, advertising and a small new media arm under the name of Open, and production facility Electronic Solutions. They all moved into one building off London’s Tottenham Court Road on Monday.
“We have moved into the premier division, and we want to stay with the big boys,” says Open director Mike Horseman.
Open has nine directors covering design, advertising, account management and the business itself. Horseman becomes managing director of design, with Gary Cooke as creative director of design, and Giles Keeble as creative director of advertising.
“The philosophy behind the word Open is it’s exactly what it says,” says Horseman, who came up with the name. “Horseman Cooke had been there for 15 years and it was a very emotional decision to lose the name.”
With advertising and design sharing one building, people will be able to work across disciplines. “We are on to another plateau as far as growth is concerned, we can now look at complete corporate culture projects,” Horseman adds.
The group is currently working on promotional point-of-sale and display material for Granada Rental, and is looking to increase staff numbers.