Ex-WiTH Collective duo launch creative consultancy Abel

Paige Murphy
By Paige Murphy | 28 January 2020

Former With Collective creatives Nicole Hetherington and Simon Fowler have officially launched a new creative consultancy named Abel.

The duo have spent the last six months working behind the scenes to establish the business.

The model they have built for Abel will allow them to partner directly with production companies, marketing teams, PR and design agencies.

Hetherington says Abel was built following a year of discussions with clients and creative partners.

"Our offering enables us to cut to the chase on every project, unlock more of our skillset, as well as the skills of our wider circle," she says.

"It means less overheads and more direct relationships with makers and marketers. And so far we’ve been truly humbled by all of the positivity and support that has come our way.”

Since launching, Abel has secured projects with brands like Macquarie Bank, Marley Spoon and Google, as well as partnering with industry leaders like Heckler, Houston, Warren and Chilli Marketing.

Marley Spoon and Dinnerly global head of brand Imogen Harper says working with Abel has been a "breath of fresh air".

"They've picked up two challenging briefs with short time frames and they've quickly distilled insights and delivered exceptional creative ideas," Harper says.

"Instead of feeling like an 'old school agency' they feel like a part of our team, working with us to bring together creative expertise with business performance.”

The creative team, originally from New Zealand, have been creating effective and awarding winning work together for more than 13 years.

They have honed their creative offering and business development skills from their time at Y&R, Ogilvy, Havas Worldwide, BMF and With Collective.

Their achievements have been globally recognised at the likes of Cannes, D&AD, Clio, LIA, Axis and Award Award.

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