Two former Saatchi execs launch CPG consulting firm called Clean Up On Aisle 7

Vaughan Emsley and Cliff Francis

Vaughan Emsley and Cliff Francis have launched a consulting firm called Clean Up On Aisle 7 that will specialize in helping CPG brands solve strategic and creative issues in a short frame of time.

Emsley previously served as head of strategy and client development at creative crowdsourcing studio Tongal, a role he took on last year after serving as a strategic advisor to Saatchi & Saatchi. Before that, he served as Saatchi & Saatchi’s global head of planning and transformation, a position that followed his stint as the agency’s executive vice president in charge of the global P&G account.

Francis previously served as deputy chairman of Saatchi & Saatchi. Before that, he served as worldwide creative director and director of creative strategy for the agency’s P&G account.

The two are launching Clean Up On Aisle 7 in hopes of helping CPG companies “address brand purpose, positioning, ideas and initiatives in a massively time-compressed way.” What’s unique about their model is that the pair are promising to come up with solutions to these issues within three to five days via offsite, in-house and virtual workshops.

“Pondering is not an affordable practice in an industry that pivots on the words ‘fast moving’,” said Emsley in a statement. “Aisle 7 is all about working collaboratively with clients to extract creative solutions faster and more efficiently than conventional client-agency relationships. We’re not afraid to break out the mops and buckets and roll up our sleeves.”

Francis added: “CPG brands are struggling for market share and are challenged with a plethora of issues that require fast action, and they are running out of time and patience. We’re excited to help companies reignite their brands and navigate them through whatever issues they’re facing, whether it’s recovery from a PR crisis, challenger competition, stalled product initiatives or confusion between purpose, positioning and performance.”

Emsley and Francis will be based in New York but “operate virtually given the nature of their business.” According to Clean Up On Aisle 7, the firm is not able to disclose its initial client base at the moment.

Minda Smiley

Minda Smiley is a reporter at The Drum covering creativity and advertising. Based in Philadelphia, she primarily covers independent agencies and B2B marketing. She also oversees The Drum’s “Independent Influence,” a weekly series that spotlights the work, perspectives and inspirations behind independent agencies. During her time at The Drum, she has covered industry events including SXSW, ANA Masters of Marketing, 4A’s Transformation and C2 Montréal. She is a graduate of the City University of New York’s Graduate School of Journalism.

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