Shop was a London-based creative boutique formerly known as Campbell Doyle Dye. Despite launching with a bang in 2001, it failed to live up to its initial promise and finally closed its doors in 2008.
The agency was founded in summer 2001 by Walter Campbell, Dave Dye and Sean Doyle, three creative directors who jumped ship from AMV BBDO to start their own agency. They initially secured backing from leading Italian agency Armando Testa, and opened their doors as CDD Testa. However, the Italian agency pulled out almost immediately afterwards, citing the post-9/11 economic downturn. Instead, CDD secured the blessing of AMV BBDO's parent Omnicom which contributed some financial backing in return for shares. Everyone was rewarded when the agency secured the prestigious Mercedes UK account as its founding client in November that year. The first ad, which launched in summer 2002, took the highly imaginative form of a fake trailer for a fictitious movie about the luckiest man in the world, Mr Lucky Star, played by actor Benicio del Toro. Although the ad generated significant press coverage around the world, other account wins were considerably less stellar.
In 2005, the agency formed subsidiary planning unit Sherlock as a joint venture with PHD. Later that year, however, Dave Dye quit the business unexpectedly following a difference of opinion over the strategic direction of the agency with his partners. Caspar Thykier joined CDD as managing director, and the change of name to Shop was announced in early 2006. Despite its work for flagship client Mercedes, Shop seemed to have difficulty in securing any other major new business wins, although it continued to add smaller clients. Campaign/Nielsen Media Research estimated billings of £17m for 2006, mostly contributed by the Mercedes account. However Shop's hold on that business gradually weakened, and in 2008 Mercedes announced plans to transfer its account into AMV BBDO. In early 2008, Walter Campbell stepped down from an executive role. Following further account losses, Shop announced it would pull down its shutters.
After a few years filling in at other agencies, Campbell and Doyle were reunited in 2012 as creative directors of TBWA London. They departed that agency in 2015. Following his own departure in 2005, Dave Dye set up another creative start-up, Dye Holloway Murray, with two ex-DDB partners in 2007. This eventually morphed into Hello People, but it too shut its doors in 2014. Dye subsequently joined Mother as head of art at Mother, before moving to J Walter Thompson London.
Last full revision 4th July 2016
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