Communications agencies launch new collective

Five agencies with different specialties will join forces in a bid to offer “flexible and streamlined agency management” to clients.

The Assembly team (minus Aaron Monks): Edward Kaleel, Shane McGeorge, Mike Levy, Mikey Taylor

The Assembly team (minus Aaron Monks): Edward Kaleel, Shane McGeorge, Mike Levy, Mikey Taylor

The Assembly will be formed by creative agency Channel Zero, digital marketers CBO, specialist experiential and sampling The Marc Edward Agency, media buyer 360 Degree Marketing Group and POS and shopper experience agency What To Do.

The “uncomplicated agency partnership” is the brainchild of Channel Zero CEO Mikey Taylor who said all five groups had worked together in some way for the past 10 years.

“It made perfect sense for us to come together to ensure client success is the motivating factor, as opposed to what works best for the individual agency,” he said.

He noted the number one motivating force behind the agreement was to reduce the “pain point” which clients endure when managing multiple agencies – which spawns a plethora of meetings, documents, templates and accountability.

When agencies are working for only themselves, their key motivation is to protect their own KPIs and profits, a statement from The Assembly said.

“If a client is media-led, they’ll deal with the media agency contact. If they are creative led, the agency will take the reigns. This is a real point of difference. Of course the client will maintain relationships with all their suppliers – however this streamlined approach really solidifies the collective ethos of The Assembly and working towards a common shared goal.”

Taylor said while he appreciates existing relationships between clients and agencies, he believes The Assembly’s partnership model will lead to stronger campaigns.

“At a time when clients are torn, thinking they need to be everywhere, budgets are spreading thin. It’s therefore more important than ever that agencies work collaboratively and creatively in progressive partnerships not silos,” he said, noting that the partnership is a “coalition of the willing”.

The Assembly is made up of:

  • Mikey Taylor, CEO, Channel Zero
  • Shane McGeorge, CEO, Complete Business Online (CBO)
  • Edward Kaleel, Founder & CEO, The Marc Edward Agency
  • Aaron Monks, CEO, 360 Degree Marketing Group
  • Mike Levy, CEO, What To Do

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