Independent agency Mother is investing in new agency Small World, which builds curated super teams for specific briefs.
Inspired in part by Mother’s operating model, Small World curates crack teams for individual briefs drawn from a roster of world-beating traditional and non-creative talent.
Created by Dan Salkey, who formerly worked in-house at Adidas and Harvey Austin and was formerly client lead at Dark Horses.
Small World already boasts a client list that includes Converse, LinkedIn and OnlyFans with products that tackle brands’ strategic, creative and production problems as well as Small World’s own take on creative in-housing.
It helps to deal with the global shift in working practices is driven by a combination of workplace technology adoption, talent, desires and client attitudes.
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Mother global CEO Michael Wall said: “Mother always has an eye out for creative entrepreneurs. In a more fragmented market environment, Dan and Harvey have developed an agency model that curates talent and creative opportunity in a relevant and innovative way.”
Small World founders Dan Salkey and Harvey Austin added: “There will always be a place for the very best full-service strategic and creative support from top tier agencies such as Mother. Increasingly though, clients have hundred of unique briefs that sit outside of these relationships.”
They added: “Briefs that require curated, specialist teams. Matching brand challenges with perfect-fit teams built from a rich pool of independent talent has never been more needed nor more possible.”
“In the words of Willy Wonka, we’re here to create a store like no other; otherwise, we wouldn’t bother”.
