Yan Elliott and Luke Williamson, former creative directors at WCRS, and Sam Brookes, former managing director of Wieden+Kennedy Platform, have announced the launch of their new venture, Fabula.
Based on a canal barge in London’s fashionable Hoxton, round the corner from Google’s ‘Silicon Roundabout’ on Old Street, Fabula is a creative studio with the avowed intention to build brands that capture the UK public’s imagination.
Fabula has just finished working with ITV Creative on a digital campaign for Julian Fellowes’ high-rating drama ‘Titanic’, and is currently working on a brand redesign for personal trainer Body Studio and the launch of the Superhuman Exhibition at the Wellcome Collection in July.
Elliott and Williamson first teamed up at Mother when it was only a year old, working on campaigns for Coca-Cola, Supernoodles, Doctor Pepper and the famous Orange Film Funding Board cinema ads. In 2005 they joined WCRS, where their campaigns included Weetabix, Brylcreem and Sky.
Brookes (left) has over 17 years’ experience in advertising, joining Wieden+Kennedy as an account director in its early days in London and working on Sony, Coca-Cola, Nokia and luxury brands including Prada and SpaceNK. She eventually rose to client services director.
In 2010 she was appointed managing director of a new initiative she devised called W+K Platform – an R&D lab within the agency, made up of young designers and technologists with a remit to create new ‘technology-driven’ communication products for W+K and its clients.
She says: “Fabula is a creative studio built to build things that people enjoy. Clients are looking for creative solutions that can solve their business problems but who need more than an advertising campaign. We believe our new model can deliver this.”
Fabula isn’t the first (or last) agency (or studio) to promise to be different, to deal with clients directly and to dispense with those horrible beings called account handlers. After a while just dealing with all the work necessitates changes, someone’s got to go to Reading or Newcastle with the work and it probably isn’t going to be a creative.
But the Fabula collective look like they’ve the credentials to make an impact on a London agency scene that could do with a few new agencies. As ever, the key question is: do they have the staying power to build something substantial?