Ex-Ogilvy Africa Managing Partner Marls Truter, Executive Creative Director Yash Deb and Group Creative Director Shounak Guhathakurta have announced the launch of their marketing communications collective The Bar, with one simple ambition – setting the bar for creativity in the region.
Most recently, they collaborated on ‘Lesso Lessons’, a campaign that made history by winning East, West, North and Central Africa’s very first Gold Lion at Cannes and a Yellow Pencil at D&AD.
With more than forty years of experience between them, the trio are at the forefront of establishing African creativity on the global stage. They have a proven track record of creating work that is not just lauded at award shows but also effective at achieving commercial results for clients.
Speaking about the move, Yash said : “With a traditional agency comes opportunity but also the mechanics and responsibilities of running a big machine. At The Bar, the idea is to stay agile and ruthlessly focused on great work.”
Shounak added: “We follow a more hub and spoke model where we arrive at an idea first and then piece together the best creative practitioners, technologists and experiential specialists around to amp up the idea and see it through to fruition.” On what they’ll do different, Marls said: “The digital revolution has forever transformed our business. But in the race for tech and platform integrations, we’ve dropped the ball on proper ideation and defining a strategic purpose first. We want to change that.” The Bar will be officially launched on August 1st.