Creature London, Positive London, and Positive Netherlands – which includes TikTok agency Dunkd – have joined forces and will rebrand to become Modern Citizens, in a move which it is claimed will meet the evolving needs of modern brands.
Uniting the capabilities of the creative, integrated digital and content creation agencies, Modern Citizens is made up of over 100 people with offices in London, Amsterdam and Rotterdam.
The agencies are all part of the Dutch-owned Candid Platform, whose clients include Philips, Mercedes-Benz, Johnson & Johnson, Merlin, Lego, Coca-Cola, Amazon, Cotswold Company and Nintendo.
The group maintains that the agencies are being integrated equally “from a position of strength”. They will continue to work with their respective clients, but now be able to offer expanded access to a broader range of capabilities and services, that together will create “deeper, richer and more expansive creative work”.
Modern Citizens is structured around eight modular practices, providing expertise across strategic consultancy, brand design, digital build, content creation, brand advertising, performance marketing, UX design, and data analysis and optimisation.
The business maintains that each module can be deployed individually or combined, meaning that clients only use what they need to help drive growth.
The Modern Citizen rebrand will go live in mid-October, with Matthew Robinson, the former Joint boss who joined as chief executive of the two London agencies six months ago, at the helm. Creature founders Stu Outhwaite-Noel and Ben Middleton are now co-chief creative officers.
Candid chief executive Rudiger Wanck said: “At Candid we have set ourselves the mission – through our innovative platform approach – to remove complexity for our clients and their brands. By bringing together these strong agencies under a single umbrella united with a single leadership team we are creating a full-service modular comms agency able to deliver above the line, below the line and fully digital communication and performance solutions.”
Robinson added: “It’s been such a pleasure working with the extraordinary people across Creature, Positive London and Positive NL to build something we all believe this industry is crying out for; a great modern agency powered by creativity, technology and humanity.
“Modern Citizens doesn’t just celebrate all the skillsets and personalities of the talent we have assembled, it unites their creative, digital and content expertise to create even more relevant, necessary, exciting and effective work for the world.”
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