Fawnbrake Collective: Press Release

FORMER TBWA\LONDON CHIEF STRATEGY OFFICER, AMELIA TORODE,
LAUNCHES NEW VENTURE
The Fawnbrake Collective, a new operating system aims to disrupt traditional agency model.

London, 25th September 2017 - Former TBWA\London Chief Strategy Officer and award-winning strategist Amelia Torode today launches The Fawnbrake Collective, a new operating system designed to disrupt the traditional advertising agency model and a new approach to talent optimization and creativity.

Recent research has confirmed that people in the UK want to work in a different way. The demand to work differently cuts across all generations, at all life stages and for many different reasons. The UK’s advertising sector however has yet to catch up. While the industry is packed with fine minds, deep thinkers and entrepreneurial visionaries, traditional agency structures are impeding creativity and we are witnessing an unprecedented talent exodus, either to go freelance or to leave the industry entirely.

The Fawnbrake Collective aims to tackle this head on, capturing senior talent and attracting new and independent talent through the creation of an adaptive Collective rather than the formation of an agency. The Fawnbrake Collective will operate in a new way - no HQ, no internal email, non hierarchical,  Collective members are aligned behind values and beliefs, applying a social conscience. Members will work together on pro bono briefs as well as commercial projects. The Collective will work in partnership with clients and start-ups, VCs and agencies and independent talent. The Fawnbrake Collective aims to operate as a “strategic and creative kite-mark.”

The founding client is HiyaCar, the UK P2P car hire company often called the Airbnb of cars. Graeme Risby the Co-Founder of HiyaCar: “Amelia and The Fawnbrake Collective approach was something that we had not seen before. Our company is moving so fast, the old agency models don’t work for us. We’re delighted to be partners as we launch what we are aiming to be a global $1 billion brand.”

Amelia Torode, Founder: “Out-dated structures are stifling strategy and creativity. It’s time for a different adaptive approach. People want more control over what they work on, who they work with and how they work. They are calling out to work fast, work flat, work together. The best talent wants to work with others, not for others. The Fawnbrake Collective operates as the middle ground between the safety of large organisations and the isolation of being a sole trader. This is the start of an exciting journey.”

Torode has been working to identify key Collective members and names will be announced over the next weeks. Amelia has a formidable network to draw talent from having spent 20 years in London and New York working for agencies such as OgilvyInteractive, MindShare, VCCP, Naked Communications and TBWA. She began her career as one of the first WPP Marketing Fellows and has built a deep expertise in technology. Campaign magazine call her a Trailblazer and named her “Planner of the Year” and in their top 10 of digital talent (“Torode’s blend of refreshing honesty and practical insight in genuinely inspiring”) She has been at the forefront of the flexible working revolution, the only person to have been featured twice on Timewise’s Part Time Power List, has talked at TEDx on the power of brands on the brain (www.bitly.com/TEDxTorode) and was recently cited as the 8th most influential marketer on Twitter.