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Chapter 14. the ad men

St. Luke's is the ad agency behind the UK government's £18 million ($29.7 million) Welfare to Work campaign. With its own distinctive approach to the ad business it is challenging the way companies think not just about advertising but about the fundamentals of running a business. It is gen e ethics at work in a setting where, stereotypically at least, ethical dilemmas are few and far betweeny.

In a previous life, St. Luke's was the London office of the California-based Chiat/Day agency. Along with Saatchi and Saatchi and WPP, Chiat/Day skilfully rode the advertising wave of the 1980s. St. Luke's chairman Andy Law and CEO Dave Abraham grew up in the hey-day of the 1980s-style super-agency. By 1994, however, they had become disenchanted with the West Coast agency. When it was announced that Chiat/Day was to merge with another agency, TBWA, they decided to jump ship, taking the entire 35-strong London office with them.


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