There’s no doubting the credentials of BJL’s new creative boss Billy Mawhinney, who has worked at some of London’s biggest agencies. But Manchester is a different kettle of fish. Can the Irishman adapt to northern agency life? Can he once again engender his brand of creativity to a new agency? And can he stay out of the shop at Old Trafford long enough to even write an ad? The Drum sought some advice for him.

If you take a snapshot of the creative directors that have moved from London to an agency outside the M25, you’d be forgiven for thinking the terrain north of the Watford gap is something Ray Mears would have trouble surviving in.

Contrary to the belief that those operating at a Soho agency have an insular view of the marketing world, many big hitters have eyed the opportunity to ply their trade in the likes of Leeds, Manchester and Birmingham, favourably enough to make the move.