Three members of Loewy's management team have left to form B2B marketing agency Earnest.

The Earnest team

Chris Wilson, chairman of the Association of B2B Agencies (ABBA), heads up the new agency as managing director said the agency was set up to "focus on a much tighter, more integrated offer: without internal politics or short-term financial pressures that sadly get passed on to clients."

He added that the new consultancy wanted to demystify "the often over-complicated digital offerings out there and bring back some good old-fashioned big ideas to people's lives".

Wilson is joined by Paul Hewerdine, who will head up strategy and planning and Matt Frost who will lead Ernest's creative output.

Hewerdine said, "B2B clients are increasingly finding themselves poorly served by large, unwieldy agency groups. We formed Earnest to give B2B marketers an agency that would focus on quality of thinking and creativity, with a depth of business marketing knowledge."

Matt Frost added, "B2B has some great brands and great products, but somehow the industry hasn't received the creative attention it deserves. We think that's a waste, and Earnest is here to change things and dare we say it, rock the boat."