Imagination backs shop 'made for people who hate ads'

Experience design company Imagination is backing a new content production studio, which aims to offer solutions for brands seeking impactful social media engagement, specialising in fast turnaround briefs with a strategic focus on brand awareness and community building.

Founded by ex-Sliced Studio co-founder Alex Graham, Aggy Media’s mission is to produce content that’s “made for people who hate ads” – a reflection of the importance of social-first for brands.

The agency has already worked on Nike Teens campaign (pictured), featuring the work of director Emu Haynes in the production of “A Day in the Life”, with its core offers split into three, planning, production and performance.

Planning is aimed at providing brands with audience intelligence reports before they embark on a campaign – mixing social listening and trend analysis with strategic recommendations for content.

Meanwhile, production pulls on what Aggy claims is its core strength. The studio boasts a network of over 200 directors, 40 photographers, and 300 supporting specialists, positioned in the UK and major cities globally.

It maintains this talent pool is well-curated to match the intricacies of any brief and allows Aggy Media to execute projects anywhere, delivering diverse and high-quality content tailored to specific brand needs.

Performance is the final piece of the puzzle. Using ad testing tools that harness AI trained on audience intelligence, Aggy maintains it can focus test WIP edits to index emotional response and engagement and provide iterative feedback that increases effectiveness for the final audience.

Alex Graham said: “It’s really exciting to launch in a position where we’re already at the cutting edge of strategic content production for social. We make great videos – a must for a production company – but our investment in analysis, strategy, and performance optimisation tools will not only make our content perform better but will provide actionable insights into the brand’s audience that marketers can apply to future comms planning.”

Imagination has invested in Aggy Media to support the new company’s growth and client aspirations – building a partnership for delivering scopes, collaborating on relevant pitches, and bolstering insights into video content for social media, particularly for B2C experiential campaigns where social content sits central to a successful approach.

Imagination managing director Richard Hannah said: “We’re thrilled to support Aggy Media’s innovative approach to content production for the social age. Their emphasis on authentic storytelling and data-driven insight aligns perfectly with our mission to create brand experiences that resonate deeply with our client’s audiences. Through this partnership, we look forward to offering our clients ever-more impactful engagements through experience.”