A new brand and content agency has been set up in the North West after two industry specialists identified a change in client-agency relationships.
James Summerscales and Viv Griffiths worked together at agencies such as Cube3, One Brand Magic, DDB and RT Brand, and have come together again to launch Young, Bright and Grey.
The pair said they have launched their Manchester-based business after noticing a change in client-agency relationships more fitting with a "small, boutique approach".
Its core team of specialists will focus on creating brands "with a purpose and making content people actually want to engage with".
Mr Summerscales said: “We are building something exciting here in the North West, working with clients that value creativity and really want to make a mark in their industries.
"Both Viv and I have been fortunate enough to work with some amazing clients over the years, and it is the experience of the good and the bad that has allowed us to create something we believe can support like minded clients.”
The agency launched in November, and has already secured a range of clients including Yellodoor, The Healthy Dog Co., First Responders, My Global Walkabout, Moth Prevention UK and more to be announced soon.
Mr Griffiths added: “We got bored of the standard agency model. This is an opportunity for us to reinvent the idea of an agency in a way that best works for us and our clients. We are about great work, culture and fit.
“We’re creating a model that is tailored to each client and what that ultimately means is flexibility. We’re doing away with the old agency thinking of making sure the client fits into the agency structure, because we believe that this is what harms the work.”
He continued: “We have to be rebellious and say creativity will come before profit as that ethos has long been forgotten about in many respects.
“We also wanted an agency that allows the team to live and work in a way that makes sense for them. So we said goodbye to limited holidays, it’s unlimited here.
"We also said goodbye to only senior members having a say on whether the work is good. Here everybody has a say - after all we want to produce the best work we can, so the more brains on it the better.”
