Digby Richards and Adam Rose, the founding partners and leaders of AJF Partnership Sydney, have agreed terms to buy out their Melbourne partners to form new independent creative agency, Richards Rose. Richards and Rose will continue as CEO and ECD respectively.

The relaunch coincides with the new agency’s appointment as the creative agency for Mitsubishi Motors, after a competitive pitch. Both the agency relaunch and the Mitsubishi appointment is effective mid July.

Digby Richards and Adam Rose issued the following joint statement:

“As both AJF Sydney and AJF Melbourne built relationships with more clients in different categories, potential client conflicts were becoming an issue. In order for the Sydney business to grow, we felt the time was right to separate the agencies and for us to buy out our Melbourne partners. We’re fortunate to have a fantastic group of clients and of course the Mitsubishi win is a huge thrill for us. We look forward to helping all of them continue to grow their respective shares in the market.”

AJF Partnership’s Melbourne partners, Andrew Fabbro, Adam Francis, Andrew Foote and Josh Stephens, issued the following joint statement:

“In 2011 we launched an agency in Sydney with no clients and no staff. But what we did have were two talented, ambitious partners whom we backed to succeed. And succeed they have. The agency has grown to some 45 staff and counts many prominent brands and companies amongst its clients. It is with some pride and the very best wishes that we pass our shareholdings over to Digby and Adam, and we look forward to watching the continued growth and prosperity of Richards Rose, Australia’s next great independent agency brand.”

All AJF Partnership Sydney staff and clients will transfer across to Richards Rose and the offices will remain in Surry Hills.