Add Ari Halper to the list of creatives who are starting a company in the middle of a global pandemic.
Halper, who was promoted to creative partner of FCB North America earlier this year, has left the IPG-owned agency to start Sauce Idea Lab, a self-described “new breed of creative company.”
“The name Sauce fully embraces the tenor of the times because, by its very nature, sauce is fluid and we are all having to adapt these days like never before,” Halper said in a statement. “So, to say that Sauce is any one thing would defeat the purpose of what I am trying to build.”
He went on to describe the firm as a consultancy mixed with creative, branding, naming, design and innovation, and noted that it plans to publish a children’s book in the fall.
“In short, I want Sauce to become an invaluable resource for anyone who believes they’ve got a good thing cooking but that it …