Phil Rogerson

Former Madhouse MD and founder Phil Rogerson is back in business – at AMD Connects.

The new company, registered in Deansgate, Manchester, is described as ‘a new type of marketing engagement agency.’

Writing on his LinkedIn page, Rogerson explains the new name: “In today’s fast paced world where consumers demand instant and high quality stimulus, brands must acquire a deeper understanding and segmentation of their Audience (A), often on a contextual basis, a more in-depth analysis of the Message (M) that a business wants consumers to be exposed to and lastly, a refined and honed delivery (D) method of that message – agility, pro-activeness and trust is key to success with a client-agency partnership.”

Rogerson previously spent 16 years at Madhouse until it was wound up and dissolved with the loss of 16 jobs in March.

At the time he told Prolific North that the decision to close had been taken with a ‘heavy heart’.

Rogerson and Peter Craven had originally set Madhouse up in 1999 having previously worked together at Liverpool-based Sony Psygnosis, a subsidiary of Sony specialising in game development.

It grew into a £2m-plus turnover business and held long-term relationships with key international accounts including Motorola, Toyota, Calypso and Lexus.

In November it was ranked 44th in the Prolific North Top 50 Integrated Agencies table.