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Michael explains why size DOES matter in podcast for Internationalist magazine.

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TRENDSETTERS: Michael Moszynski, LONDON Advertising CEO, Demonstrates with an Agency Ad Campaign that the Size of the Idea is What Matters

The Internationalist Trendsetters is written by Deborah Malone, founder of The Internationalist.

Michael Moszynski believes that an ad agency—at the very least-- should provide businesses with the inspiration to advertise. As CEO of independent creative shop, LONDON Advertising, he is keenly aware that right now every agency is reminding their clients that "those who advertise in a downturn will gain market share over those who do not."  However, he has gone one step further.

Realizing that ad agencies rarely advertise themselves, while other professional services certainly do, he has created an ad campaign for LONDON Advertising by doing exactly what he tells his clients to do: "Make it simple; cut through the clutter; get noticed.  And, most importantly, be sure that people remember the name of the advertiser."

The LONDON Advertising campaign was created by the agency for the agency in lockdown and is now running across the UK this July and August with 9,000 spots on Sky News featuring 10 different executions, dozens of premium digital outdoor locations showing varied poster creative, as well as digital messaging on LinkedIn.

The highly recognizable voices of both Helen Mirren and Liam Neeson provide the voiceovers for the campaign. 

LONDON was founded over a decade ago on the premise that a brand did not need to hire an agency network to deliver global campaigns. While its pioneering model of quality ideas from one central headquarters without expensive overseas bases has become more feasible, Michael Moszynski continues to work at being a catalyst for industry change.

To hear more from Michael Moszynski, who believes his company must lead by example if businesses are going to get the economy moving again, tune in to our Trendsetters podcast as he discusses his commitment to advertising and how it's the size of an idea that matters, not the size of a production budget. CLICK HERE.

In our conversation, we discuss the following:

  • Why the LONDON Advertising campaign was created and the goal of its media choices. 

  • How Helen Mirren and Liam Neeson agreed to be part of it.

  • The significance of how the campaign was funded

  • Why creativity matters more now than ever.

  • The future of the agency world—in terms of new models and the move to in-housing. 

  • The key priorities for global marketers now.

  • Why business should look to measure what's important, rather than what's measurable.  

  • How businesses will change and adapt over the next year.


LONDON Advertising is a global agency with just one office. It was set up in 2008 (two weeks after the collapse of Lehman Brothers) to disrupt the traditional network agency model. Since then it has worked with clients based on every continent and run campaigns in more countries than WPP has offices. The agency's iconic "I'm a fan" campaign for Hong Kong-based Mandarin Oriental has proven to achieve the highest ad recall ever recorded by Ipsos Mori.

LONDON Advertising has been voted Agency of the Year for six out of the last seven years.  

The Agency bought and redeveloped its global HQ, LONDON House, winning the RIBA Award for the Best Office in the UK.

After the last downturn it funded a £100,000 prize to identify the best digital talent and got the Prime Minister to launch it. The agency incubated the winning idea and secured £4m in funding to make it the most funded tech start-up in Europe.

In September 2019, the Agency's two Founders and owners sold the company to its staff in the form of an Employee Owned Trust.

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