Branded3 co-founders bring top team back for start-up

Connective3 (l-r): Grice, Altoft and Chinnaraja

Connective3 (l-r): Grice, Altoft and Chinnaraja are reunited

The co-founders of agency Branded3 are bringing “the band back together” for a digital performance marketing start-up, dubbed Connective3.

Vin Chinnaraja and Patrick Altoft launched Branded3 in 2003 and sold it to St Ives – now Kin + Carta – in 2013 in a £10.7m deal. The agency was merged into Edit in August last year.

Now the duo have joined forces with former Branded3 chief executive Tim Grice, along with senior team members David White, Alan Ng and John James Grice. Chinnaraja will be chairman; Altoft will be chief marketing officer.

The new agency will offer digital performance marketing, specialising in SEO, paid media, programmatic, content marketing, social media, data insights and CRO.

Connective3 will be based in Leeds, initially with a team of 10.

Grice said: “Connective3 is a performance marketing agency that connects expertise to deliver performance and growth for brands. Over 50 years of collective experience has taught us that businesses only reach their potential when they have a transparent, connected strategy that places value on all specialisms and business areas.

“I’m thrilled to be part of this new venture reuniting with Vin and Patrick to deliver unprecedented growth for our clients.”

In a joint statement, Chinnaraja and Altoft said: “We are excited and privileged to be working with the exceptionally talented leadership team again.

“The key to the success of Branded3 was the expertise and commitment from the team. We are going to recreate that progressive environment whilst bettering ourselves with more training and investment in our team. This in turn will benefit both the team and clients alike.

“We have grand ambitions for Connective3 and are looking to hire more talent to keep pace with our growth plans.”

Connective3 is the second start-up to emerge from the Kin + Carta group. Earlier this year, two former colleagues who worked at Branded3 and Edit – Stephen Kenwright and Carrie Rose – joined forces to launch SEO agency Rise at Seven.

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