Chemistry founders return in start-up

chemistry founders return in start-upChemistry founders Joe Garton and Diane Charlton – who quit the business 16 months after it was bought and folded into Publicis – have set up a new content marketing group, Once Upon A Time.
To kick start the operation, which will offer digital, relationship marketing, advertising and shopper marketing, the duo have acquired Soho-based B-Group London for an undisclosed sum.
The idea behind the start-up is to give clients a new breed of agency that applies the rigor of data analysis to always-on content marketing and social media to engage consumers and to help clients grow their brands. Once Upon A Time is planning to extend B-Group’s entertainment and retail expertise by adding strong digital content and CRM capabilities.
Garton said: “The plea from clients is for some new kids on the block that are focused on creativity and innovation rather than just scale. So we are delighted to have found an agency that shares this vision and has some of the biggest brands in the world as clients.”
B-Group London managing director Andrea Pilgram added: “Joining Once Upon A Time Group means we can now offer our clients a truly global strategic approach to our marketing and managed service disciplines. All existing services remain in place while we are able to add the final piece of the puzzle – CRM and digital – to our full service agency.”
Chemistry’s roots stretch back to the late Nineties, when Garton merged his agency Momentum into Charlton’s digital shop, Fusion Interactive, to form The Interactive Agency. Two years later it was relaunched as Chemistry Communications.
After first being put up for sale in 2007, Publicis finally secured the deal in January 2011, and merged the agency with Publicis Dialog. It went on to scrap the Dialog brand and relaunch it as Publicis Chemistry in the UK.

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  1. Chemistry founders Joe and Di return with start-up agency #directmarketing #advertising #data #digitalmarketing

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