LONDON : The first global creative independent company, The Dukes of Urbino.com, has been launched by Graham Warsop, the founder of The Jupiter Drawing Room (South Africa). The Jupiter Drawing Room is an advertising agency that has been ranked among the Top 5 Most Creative Agencies in the World by US trade publication Advertising Age's Creativity in 2001.

An official release stated that The Dukes of Urbino.Com will offer through-the-line creativity to a range of potential clients including media independents, marketers, advertising agencies.

Warsop said, "We believe the time is right for an initiative of this nature. Certain critical factors have come together -- 1) the increasing recognition being given to the value of brands, 2) the heightened necessity for creativity or distinctiveness in communications, 3) the need for integrated communications and ideas that transcend traditional advertising solutions and 4) the advancement of technology such as video conferencing and the worldwide web."

The release also mentioned that the Dukes of Urbino.Com will source creative work from a number of individuals around the world. However, it would combine the skills, resources and track record of The Jupiter Drawing Room to deliver its promise of being a primary creative service. The Jupiter Drawing Room has established its credentials as a through-the-line independent agency with a high creative profile (in the last two years awards include five Cannes Lions, eight Clio's, six One Show Pencils and the first D&AD Silver Pencil for ambient media in 2000). The case-studies showcased excellent examples of increasing sales and brand value for clients such as Nike, Fiat and the Coca-Cola Company.