Elwood is set to join the new consultancy, based in London’s Rathbone Place, on 1 February.
101 has been set up by Elwood alongside Fallon founding partners Laurence Green and Richard Flintham, former Saatchi Saatchi Fallon chief financial officer Steve Waring and former Cadbury marketing director Phil Rumbol.
Rumbol, who was responsible for the Cadbury Gorilla ads, left the company last April following its takeover by Kraft. Green, Flintham and Waring all left their roles towards the end of last year, with Elwood set to join them at the beginning of next month.
Elwood says the new consultancy, which officially opened its doors on 10 January is currently working on ‘a real spread’ of projects. He adds that there are ‘absolutely’ plans for it to grow ‘as long as we are working for the right people’.