Underwired axed in agency rebrand

Underwired, the CRM specialist agency which was snapped up by Leeds-based ad agency Gratterpalm late last year is being folded into the main agency as the two businesses are rebranded CreativeRace.
The company now employs over 180 people, with offices in both London and Leeds, with a client list that includes Asda, Greggs, Symingtons, Hermes, Halfords, Travelodge, DFS and Virgin Active.
Co-founded by Felix Velarde and Jason Holland, Underwired completed an MBO from parent Hasgrove in March 2012 but was bought by Gratterplan in November last year. Velarde left two months later, although creative director Holland is still at the agency.
Co-owner Gordon Bethell (pictured), who is chairman of the business, said: “We wanted a name that truly reflects our scale and pace, our people – who are undoubtedly our most important asset – and the race for creativity that our clients face on a daily basis.
We feel that CreativeRace perfectly encapsulates our core values and aptly reflects the unique group of people working at pace to deliver outstanding creativity for our clients.
“This rebrand is a great platform for our further ambitious growth plans, and will act to cement the amalgamation of the Gratterpalm and Underwired brands under one umbrella name.”