21 April 2016: fortysix, Dentsu Aegis Network’s new digital agency with diversity and doing good at its heart, today announces its first clients Santander and Kellogg.
Launched at Advertising Week Europe only two days earlier by Dentsu Aegis Network UK & Ireland CEO, Tracy De Groose, this new breed of agency will be made up of digital native talent from diverse backgrounds who wouldn’t normally get the opportunity to work in the marketing and communications industries.
fortysix will be led by managing director, Lewie Allen, who will be mentored by Freeformers’ partner and media industry expert, Adam Freeman. Adam’s role, working across both Freeformers and fortysix, will help drive the agency to launch on 1st June and support the ongoing development of the business.
Additionally, a diverse advisory board has also been put in place to help guide and shape the agency, chaired by Tracy De Groose, and including Santander UK CMO Keith Moor; Dr Yvonne Thompson CBE, renowned author and ambassador of diversity in business; Facebook Creative Shop EMEA Director, Rob Newlan; Gi Fernando, Founder and CEO of Freeformers; Clare Johnston, Founder and Co-CEO of The Up Group and one of Europe’s most seasoned talent advisors in digital.
Tracy De Groose, said: “fortysix was born from the demand for a new kind of agency that solves client problems through diverse perspectives and at speed, in a way that is better suited to digitally native customers, while also providing a better opportunity for young digital talent of the future. I’m delighted that fortysix has already got such strong brands on board, and I’d like to thank the advisory board for the important role they will play in the future of the agency.”
Keith Moor, CMO, Santander added: “fortysix is redefining the agency model in a way that is vibrant, and most importantly relevant, to today’s changing world. Ensuring the agency has shared value – for its customers, communities and employees – sets fortysix apart, and it is this social enterprise model which attracted me to taking up the role on the advisory committee. This model should be encouraged – and I hope others follow their lead.
“We are seeing a seismic shift in customer adoption of digital – and brands need to learn and understand how to communicate meaningfully and effectively in the changing world. We believe fortysix is ideally suited to help us meet this challenge. Mobile banking is now our fastest growing channel, adding on average 1,500 new active mobile users every day. Customers who bank with us online or on mobile are some of our most active. It has really helped us with our customer satisfaction too.”
Head of Communications