Trio look to do things differently
Agency aims to create a new future
Dave Ward (Creative Director), Nathan Fulwood (Strategy Director), Jessica Mullen (Managing Director) first worked together at digital agency Realise.
They all leave high profile roles: Mr Ward as creative director at Realise, Mr Fulwood as innovation director at brand agency Tayburn; and Ms Mullen as managing director at service design consultancy Nile.
The founders have launched CreateFuture to address what they claim are failings in the current client/agency model, born of their own experience and research into the needs of senior marketers.
Mr Fulwood said: “CreateFuture has been designed from the ground up to be collaborative, specialist and fast. It’s a need we repeatedly hear from brands, that traditional agencies promise but don’t seem to be able to provide.
“We’re looking to build a new type of creative digital practice that asks hard questions about the value we bring to clients. We didn’t feel it was possible to create a truly collaborative practice within an existing agency structure. So we’ve built it from scratch.”
Mr Ward commented: “CreateFuture rejects the hierarchies and processes of the traditional agency model. We believe they slow down the creative process and hamper meaningful collaboration, at a time when brands have to move fast and push themselves further.
“Creatives can no longer take a brief away and work in a vacuum. As an industry we need to work closer with the brand’s own teams, at the source and out in the open.”
Ms Mullen added: “Our 45 years combined experience in digital, brand and service design is a really powerful combination. It means we can look at every new challenge from a different perspective.
“Only when we’ve identified the right problem do we pull together the best team to deliver the solution. We’re supported by an amazing production partner and a network of specialists meaning our customers get the right talent for the job in hand – rather than whoever happens to be on the bench – and scale as needed.”