Andrew Mitchell, CEO TVLowCost UK

Known to Jean-Paul for some years and having established Senioragency in London, Andrew set up the London end of the expanding TVLowCost network in Oct 05. He too is a great believer in its high potential - especially for Challenger Brands, his forte these past 14 years at his own agency founded in 1990: Mitchell Patterson Grime Mitchell.

Andrew now has 35 years' experience in marketing and communications. With two Degrees from Glasgow [Hotel & Catering Management and Marketing Hons], after working as a Chef in The Ritz Piccadilly he joined the small Grey Advertising agency in '74 ... moved to the larger Y&R in '78 ... the fast-growing Publicis in '83 ... and then started his own Mitchell Patterson Grime Mitchell/MPGM agency in '90 with 3 close friends. In '04, the 4 Partners wanted to move on in their respective lives, and happily so. They sold the agency with its 5 specialist companies to their respective managements and another agency. Each is now embarked on new challenges.

Going back in time, if Grey was all about learning the advertising ropes on John West, ICI, BAT and Timex, Y&R was about consolidation as Account Director on big accounts - P&G, Cadbury, Richardson-Vicks and Heinz. His move to Publicis gave him Senior Management and Group experience as Group Vice Chairman of 9 companies. He has now worked on over 150 Companies,  220 brands, 300 TV campaigns and on some 120 pitches. All experience was then combined in '90 as he successfully launched MPGM. Its focus was on Challenger Brands and providing New Insights to secondary brands, all being heavily out-gunned by their competitors and so needing superior strategic and creative firepower in response. Finally, and with broad International brands experience by this time, MPGM joined Interpartners in '96 - Europe's largest 34-strong independent agency network - where Andrew took the No. 2 role to the Chairman. His sole focus now is ensuring TVLowCost's success in the UK.

E-mail : This e-mail address is being protected from spambots. You need JavaScript enabled to view it Office: +44 (0)20 88473776 or mobile : +44 (0) 7989 839927.

Jean-Paul Tréguer, CEO and Founder of TVLowCost International

Born '55, graduated in '78 from the French Business University EDHEC, Jean-Paul Tréguer is the originator of the TVLowCost concept, first launched in Paris in Oct '04 It was an immediate hit in the market. This success encouraged him to expand this brave and "revolutionary" approach into other countries quickly to benefit other advertisers.

The French TVLowCost operation gained 57 TV Clients in its first 4 years. In France, it is now the leading Daytime TV Airtime buyer with more than 50000 spots/year on National TV Channels!
Today, the fast-expanding Network is established in 12 countries : France, Belgium, UK, Germany, Spain, Italy, Sweden, Canada and Québec, Australia, New Zealand, the USA and finally Portugal. In only 4 years, the Network has completed 120 Client Projects with over 500 TV commercials. Jean-Paul is also the co-author of a book - "Low Cost Attitude" - which describes the method and philosophy of the successful "Low-cost" concept in business today.

Jean-Paul has spent his whole career in Advertising Agencies - Kenyon & Eckardt and Saatchi & Saatchi. He founded his own agency, MGTB in '82 which then merged with Ayer Worldwide in '87. He then became a member of the Ayer International Board of Directors based in NY. After selling his first agency to EuroRSCG, he launched Senioragency in May '95, establishing the 1st International Agency Network dedicated to Baby-Boomers and 50+ Consumers. Today, the network is in 10 countries.

His involvement in marketing to mature consumers started in '89 after a trip to the US. He created the Senior Academy in '92, the first European specialist focussing on 50+ Consumers. He is also the author of the first two marketing books ever written in Europe on that target: "Le Senior Marketing" (published in '94 and a 4th version issued in '05) plus then "18 Golden Rules to attract Senior consumers" in '96.

In '02, Jean-Paul published "50+ Marketing" in English with Palgrave/MacMillan which sold in 30 countries. He's also well known as an International expert in Generational Marketing and is often invited to give talks to  Seminars and Conferences. Since '97, he has continued to expand Senioragency, the first International Agency Network dedicated to 50+ Consumers in parallel with the TVLowCost Network.

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Jean-Marc Segati , CEO TVLowCost Belgium

Born '65, Jean-Marc has spent 18 years in advertising. First as Account Executive for Saatchi & Saatchi, he worked for such major brands as IBM, Beiersdorf and Nabisco.

Then Account Manager on Hertz Europe, UAB, BMW and Vichy before joining Grey Belgium to establish Grey Direct. Then Account Director and European Co-ordinator on BP and BAT, with several major Clients won locally (Delhaize, Mitsubishi) and Internationally (SAS, Skoda).

He moved in '95 to main Grey as Business Director and in '97 then launched Senioragency in Belgium, a new concept and soon to be a great success as an independant company. A logical evolution for Jean-Marc following Senioragency was creating Nextage, a multi-segment global agency with a primary aim of helping advertisers deal with new audiences. Now a Strategic Consultant for various leading companies (Unilever, Coca-Cola, AXA) and a reknowned expert of generational marketing, he is focussed on finding New Business Solutions for his Clients.

TVLowCost is to date the most innovative of them. Launched in Nov '04 just after France, TVLC Belgium has enjoyed steady growth and now handles a broad portfolio of TV Clients.

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Joerg Lathwesen, CEO TVLowCost Germany

Joerg Lathwesen is an International Creative Director who started his career at Ogilvy Germany and later in the USA, BBDO and D'Arcy where he was CCO for the European Alfa Romeo Account. He next moved to the Ayer Group as CCO and a Partner. He met Jean-Paul Treguer and worked with him as a Creative counterpart and Creative Co-ordinator on the huge European Beiersdorf business with its successful Nivea range. During his career he has worked on such demanding Clients as Philips, Colgate, AT&T, Henkel, Continental Tyres, Ritter Sport, Telekom Germany and Olympus.

In '95 he launched his own agency and became the main Partner of ESKOM Hamburg, serving Clients like Ferrero.

Joerg is a well-known Jury President and is Guest Speaker for many top Tourism Companies in Germany during the annual celebrations for the "Tourism Oscars" - Awards going to the most Creative Campaigns.

In August '05, he launched TVLowCost Germany, sharing the same vision and "Low-cost" concept as the expanding Network. Immediate reactions in Germany were strong for the simple, brave but brilliant premise behind TVLowCost. Flattery indeed from this particularly economically-minded country, leave alone its Clients!

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Nico Petrelli, CEO TVLowCost Italy

Born '62, Nico Petrelli gained an Economics Degree plus a Business Administration and Marketing Masters from the Bocconi University in Milan.

Besides running his own Marketing Consultancy and separate Ad Agency now, he continues a Marketing & Advertising Teaching role at Macerata University in Le Marche, Italy.

During his earlier career, he spent 15 yrs as Marketing & Communication Director working across a number of successful Italian and American brands. As a Client, he gained considerable experience of advertising and communications agencies themselves and how they operate. It was then in '00 that he made the "big step", moving over to the Agency side and establishing his own Consultancy and Ad Agency.

Early in '06, he heard about TVLowCost and its pioneering "Low-cost" concept and "fell in love" with it! His unusual combination of both Client and Agency experience across many brands made him recognise quickly the huge potential for this Added Value approach. He then met and started working with Andrew Mitchell, TVLowCost UK and soon met Jean-Paul Tréguer. Sept '06 saw the successful launch of TVLowCost Italia ... and he has never looked back since.

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Frank Halbach, President TVLowCost Canada

Born in Wolfsburg, Germany in '63, Frank Halbach grew up in Canada but then worked for many years in his early advertising career abroad. He finally returned in '03 to start his own Communications Consultancy after twelve years with major Agencies around the world. He then joined the TVLowCost team in June '06 and is now the President of the Canadian operation.

Frank spent 7 yrs with DDB in Germany, France, UK and Singapore with responsibility for International Clients such as Henkel, Barclays Bank, Budweiser and Volkswagen. His last posting with DDB was as Managing Director of their Beijing office. After DDB, Frank joined Wensauer and Partner in Germany as Partner. He was then responsible for the launch of a new office in Nuremburg, overseeing the B2B operations of the Group.

Frank met Jean-Paul Treguer in Paris and soon agreed on the great potential of the concept for North America. Due to the rapid expansion of Own-Labels in Canada and the subsequent driving of many unsupported brands off shelves ... the attraction of a high value but "Low-cost" All-in TV advertising Package for such Challenger Brands was too much. The TVLowCost Toronto office was opened in Summer '06.

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Estelle Saint-Martin, Vice President TVLowCost Canada

After 10 years in the French political world as a PR and communication director for first rank personalities (Deputies, Ministers, etc.), Estelle Saint-Martin discovered the world of advertising with Euro-RSCG and then DDB.
Traveling around the world with her husband, a manager for DDB International, they decided, to settle in Toronto, Canada in 2000.

Estelle and Frank met Jean-Paul Tréguer in Paris and they soon agreed on the potential of the concept within the context of North America.

The decision was made to open a TVLowCost office in Toronto in 2006.

Estelle, who today has more time to dedicate to the operation, now that her daughter is going to school, is a key member of the TVLowCost Canada team. Estelle also decided to direct her energy towards the success of TVLowCost Quebec, for which she is completely responsible.

Her knowledge of both France and Canada, gives her the opportunity to promote people, events, companies, products in both countries with equally high competence.


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Hakan Vitestam, TVLowCost Sweden

Hakan Vitestam co-founded TVLowCost Stockholm with his Managing Partner, Toby Detter (below) in Summer '07.

Armed with a BA Degree from the University of Lund and now with 20+ yrs advertising experience, he had also launched Senioragency in Stockholm in '02 - now one of a strong 10-agency Network focussed on the 50+ Consumer market.

As a Creative Director, Håkan has won more than his fair share of Creative Awards for well-known brands such as IKEA, Telia Telecoms and the Ving Tour Operator. And with his additional Planning skills has developed many successful Brand and Communications Strategies for Food and Travel Companies.

During his career, he has been a Partner in advertising agencies like Lowe Brindfors, in both Sweden and Norway [having launched the Norway office] ... Blanking ... and also JWT. He has also worked as a freelance Planner and Communication Consultant for many years.

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Toby Detter, TvLowCost Sweden

Toby Detter, co-founded TVLowCost Stockholm with his Creative Partner, Hakan Vitestam (above) in Summer 07.

Alongwith his Partner Hakan, he set up Senioragency back in '02 and similarly has been a key player in that success story, helping brands optimise their shares of the fast-growing 50+ Consumers market. 

Toby is also one of Europe's top experts in the field of Customer Management (CM) and in Strategic Marketing. His academic background is from Lund University with a Masters in Chemical Engineering, plus Marketing Studies from Uppsala University. With his depth experience of CM and Brand Strategies, he has developed various methodologies and tools which have been used across more than 30 countries within the Shell Group of Companies. Over 20 yrs, Toby has gained wide International experience - across both Industrial and consumer operations - successfully implementing large projects and generating exceptional results.

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Eric Legras, TVLowCost Spain

Eric Legras has more than 20 yrs' experience in the Marketing and Communications - Promo 2001, Bassat Ogilvy and GG Graphic - and in recent years has specialized in the Strategic Marketing for Health and Medicine as the founder of TheDoctorFactory.

Now he is also a founding partner of TVLowCost Spain.

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Guillem Recolons, TVLowCost Spain

Guillem Recolons has more than 20 yrs' experience in advertising. He has worked for Tiempo BBDO, JWT, Bassat Ogilvy, Saatchi & Saatchi and Altraforma amongst others.

He is currently a Consultant as founding partner of Lateral Consulting and now TVLowCost Spain.

E-mail : This e-mail address is being protected from spambots. You need JavaScript enabled to view it or mobile : +34 639 330 110

Linda Reichard, TVLowCost Spain

An American, Linda Reichard has more than 20 yrs' International experience in Marketing and Communications.

Most recently she has worked as an Account Planner for Ogilvy Mexico, and is currently an Associate with TheDoctorFactory and now TVLowCost Spain.

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Chris Schultz, Director TVLowCost NZ

Chris Schultz has been both sides of the fence - brand marketing and advertising.

He has 14 yrs' brand marketing experience in NZ and the UK in the Wine Industry with Mildara Blass and Glengarry, and with FMCG company Griffins Foods managing the ETA brand.

Chris is also Managing Director of Senioragency New Zealand, TVLowCost’s sister agency. His experience in tapping into baby boomers and seniors is unrivalled in New Zealand.

E-mail : This e-mail address is being protected from spambots. You need JavaScript enabled to view it or mobile : +64 9 309 4080

Simon Healy, Managing Director TVLowCost NZ

Simon’s been in the New Zealand ad industry for 25 yrs. He set up Spawn Advertising, a boutique Auckland ad agency in '99. He has held roles of Group Account Director at M&C Saatchi and prior to that, Group Account Director at Saatchi & Saatchi, Auckland.

He has worked across most categories from Airlines to FMCG brands. Simon’s years of experience in developing ad campaigns sets a solid foundation for TVLowCost New Zealand.

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Jim Lurie, President TVLowCost USA

Jim brings more than 20 yrs of marketing and advertising expertise from both the Client and Agency sides of the business. Jim’s skills are evident when developing Plans that align marketing initiatives with corporate objectives in a way that maximizes budgets. Jim’s agency stops include a number of the global players such as Hakuhodo, Lowe, FCB and McCann Relationship Marketing. And over the past 4+ yrs he has been a founder and partner at Owens, Kopilak, Klein, Lurie LLC (o2kl).

Over his agency career, Jim has been fortunate enough to work with such prestigious brands as American Express, AARP, Coldwell Banker, MSN, USPS, AT&T, Chase, NEC, Xerox, Marriott, BlueCross BlueShield, Sprint and Black & Decker. He continues to work with many of these great companies.

Stops on the client side of the business include NYNEX (now Verizon) and Cablevision, where he was responsible for major marketing initiatives. Throughout his career, Jim has earned numerous awards, including Effies, Echos and Mark awards for Excellence in Cable Marketing. It was this mix of Client and Agency  experience that drove Jim and his partners to look for a disruptive business model that breaks with the traditional "high-cost" agency way of doing business and delivers better price performance without sacrificing quality. It was this drive to change the market and address the “more for less” desire of many Clients that led Jim and his partners to join the TVLowCost global network and bring this unique value to businesses in the U.S.

E-mail : This e-mail address is being protected from spambots. You need JavaScript enabled to view it or mobile : 917-543-2896

Nuno Candeias, General Manager / Partner TVLowCost Portugal

Worked in the exalted DDB Network since 1998 as Group General Manager. Director of DDB Lisboa (Advertising), Rapp Collins (Integrated), Tribal (Digital). With 20 years of diversified experience in communications, worked in several agencies before then ... at FCB, EuroRSCG, Wunderman Cato Johnson, and was part of the founding team of the Sales Machine and Strat.
On the marketing side while living in France, he was the Marketing Director of the Cetelem Bank.
Graduated from the Portuguese School of Marketing in both advertising and marketing, he even comes from an advertising family!

Richard Vicente, Creative Director / Partner TVLowCost Portugal

Started his career in 1990 at Wunderman Cato Johnson where he stayed until '96, leaving as Creative Director. Then joined Publicis as Creative Director, followed by further long experience at JWT. Coming right up to date, he was convinced of the tangible difference of the TVLowCost proposition, its pioneering approach, and the great challenges behind enabling deserving Challenger Brands to get onto TV ... as Creative Director. Making a real difference through creativity. Setting up TVLowCost Portugal early in 2009 alongwith Nuno, Richard is one of the most awarded Creative Directors in our Network plus extensive experience across most markets.