HHCL

HHCL (formally Howell Henry Chaldecott Lury and Partners) was an advertising agency based in London, and was prominent in the 1990s. The agency was famous for its work on Tango, creating the famous Orange Man (also known as Slap) commercial in 1991 as well as the commercial, St George, for Blackcurrant Tango in 1997. In 1994 it created the Does exactly what it says on the tin campaign for Ronseal. The firm won fame (and notoriety) for its innovative working practices, and was voted 'Agency of the Decade' by Campaign magazine in 2000. After mergers and a name change to United London, the agency was closed in early 2007.

Howell Henry Chaldecott Lury & Partners was founded by Rupert Howell, Steve Henry, Axel Chaldecott, Adam Lury and Robin Price and launched on October 17, 1987.

In 1994 the agency became the first to offer both above and below the line advertising as well as PR, an initiative labelled 3D Marketing. HHCL was bought by Chime PLC in October 1997 and merged into the Red Cell Network in January 2002. The HHCL initials were dropped and the agency become United London in January 2006 before being closed down by its owner WPP Group in early 2007.

HHCL believed that the quality of a company’s communications could lead to a real competitive advantage and produced a book written by Adam Lury: Marketing at a Point of Change which expounded this view.

HHCL prided themselves on being professional radicals—a positioning later applied to the agency as a whole.

During a ten-year period HHCL helped launch three new UK companies in First Direct, Egg and Go. Their sister company Heresy launched Ocado.

During this period, HHCL also reenergised The Automobile Association, Tango, Pot Noodle, Martini and Iceland.

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