Three former Grey London bosses have launched a new agency this week, Uncommon Creative Studio, describing the business as an “ad agency for a time when the world hates ads”.
Natalie Graeme, previously managing director at Grey London, alongside Lucy Jameson, previously CEO, and Nils Leonard, previously chief creative officer and chairman, have built Uncommon with the “singular mission” to “build brands that people in the real world wish existed.”
Uncommon said it will do this by working with clients or by creating brands itself, by investing in start-ups or incubating ideas within the business.
Uncommon launches with two brands: Halo Coffee Limited (founded by Leonard), and Headstart, a business that is using machine learning as a tool for recruitment.
“We wanted to launch a business that acts on the change happening around us,” said Leonard, founder creative.
“More than the ad industry, the world has never felt so fast, so fragile, but so open and in need of new ideas. The woods are burning politically, ecologically, and financially. This isn’t about advertising, it’s about anyone starting a creative company or brand right now realising they have a part to play and the power to make a difference.”
Lucy Jameson, founder strategy added: “We are embracing a different approach built on collaboration, not contracts. For every client, we build a bespoke creative studio bringing together people from our fluid network of uncommon makers and minds.
“We’ll also bring together the right makers who can create anything from 3D models to content to products, so we never approach every problem assuming it’s the same answer.”
