New London ‘anti-agency’ Who Wot Why launches with Sky Bet

London’s start-up scene is getting busy; now three former Wieden+Kennedy creatives – Matt Gooden, Sean Thompson and Ben Walker – are launching new agency Who Wot Why. They say they will work directly with clients, without those annoying suits getting in the way.

Gooden and Walker left Crispin Porter+Bogusky in London last year while Thompson left Dare in 2014. The three worked on Wieden+Kennedy’s celebrated ‘Cog’ and ‘Grrr’ for Honda which won a Cannes Grand Prix in 2005.

Who Wot Why launches with client Sky Bet and the agency has produced its first campaign for Sky Sports Fantasy Football (below) featuring Messrs Stelling and Merson. Sky Bet’s Ross Sewley says: “Having direct contact with three of London’s most recognized ECDs, without standard industry red tape, is highly unusual and their collaborative approach has proven to be ultimately rewarding in the work. Who Wot Why are the anti-agency.”

Walker says: “We ask direct questions. Who Wot Why. The ‘why’ is the really important one – once we’ve uncovered the ‘why’ that’s when we start getting to famous work.” The agency says: “There is so much wallpaper out there. We’re after the small group of clients who actually want fame and are prepared to break at least one rule to get it.”

Starting an agency without account people isn’t a new idea but it may be a timely one as one of the most oft-heard grouses from clients as well as creatives these days is that such people ain’t what they used to be; lacking the experience and commitment to good work that denote better examples of the breed.

We’ll see. Who Wot Why’s Sky Bet debut is a sparky effort.

MAA creative scale: 8.


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