A breakaway agency from Leowy Group has been formed in London with the aim of creating a B2B marketing agency which will marry creativity with a ‘more responsive and intimate client experience.’

Earnest has been formed by three former member of Leowy’s management team – Chris Wilson, managing director of the newly formed agency and also chairman of the Association of B2B Agencies (ABBA), and Paul Hewerdine  who will head up strategy and planning and and Matt Frost who will oversee the creative department.

Chris Wilson, explained: “We left Loewy to focus on a much tighter, more strategic, more integrated offer: without internal politics or short-term financial pressures that sadly get passed on to clients. We also want to demystify the often over-complicated digital offerings out there and bring back some good old-fashioned big ideas to people’s lives. Earnest is a meeting of minds on all these fronts.”

Hewerdine, added:  “B2B clients are increasingly finding themselves poorly served by large, unwieldy agency groups. We formed Earnest to give B2B marketers an agency that would focus on quality of thinking and creativity, with a depth of business marketing knowledge.”