Lee Simpson and Evan Roberts.
Former TBWA Sydney chief creative officer Evan Roberts and whiteGREY chief executive Lee Simpson have launched a new creative agency, Tightknit Studio.
The pair previously worked together at Clemenger BBDO Melbourne, where Simpson was managing partner and Roberts was executive creative director.
They created NAB's "More Than Money" brand platform and the "Meet Graham" campaign for Transport Accident Commission.
"Tightknit is a promise of how we work and what we deliver. We know business is more challenging than ever before. Tightknit Studio is a creative practice born to tame this complexity and turn it into something beautiful," Roberts said.
Simpson said the agency aims to apply creativity across multiple areas of organisations, from traditional agency work to partnering with in-house teams and acting as an outsourced marketing function.
"We're on a mission to take creativity to new places and apply it across as many areas of an organisation as we can. This gives us more opportunity to tackle both familiar challenges and new kinds of problems," he said.
"We've been busy exploring models to help us do just that - from operating in a regular agency model, to partnering closely with in-house teams, and, perhaps most interestingly, already acting as an outsourced marketing function across the Marketing mix.
"Building an agency from scratch means we aren't dealing with legacy structures and can set ourselves up for the emerging future as well as help clients find their place in it. It's an incredibly exciting moment in time."
Simpson led whiteGREY's transformation into a top 10 agency in APAC for creativity and effectiveness. He has won more than 200 industry awards including two Cannes Grand Prix and a D&AD Black Pencil.
Roberts has more than two decades of experience and has worked on brands including Mars, Apple, Heinz, Airbnb, NAB and the Australian Defence Force.
"When I look back at the noteworthy projects I've been part of over the years, they all had two things in common: deep collaboration and creative discipline. Those are the fundamentals we're building Tightknit on and in the increasingly fast-paced and fragmented landscape we work in, they've never been more important," Roberts said.
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