Former One Green Bean digital strategist Matt Kendall launches new venture Fromm
Former One Green Bean head of digital strategy, Matt Kendall, has launched Fromm, a new specialist agency.
Kendall told Mumbrella: “We are a brand accelerator and connecter and we have gone for that language because we are not an agency, we see ourselves as an evolution beyond that, but at the same time we are not a consultancy.
Kendall previously worked at PR agency One Green Bean for six years
“It’s a set up that allows us to find elegant solutions for brands much faster and much more efficiently,” he said.
Kendall departed One Green Bean in in October last year to set up a new venture, now known as Fromm.
Created with co-founder Katie Graham, Kendall said he started the business off the back of One Green Bean’s influencer program Crowd Atlas, which has since rebranded as Co-maker.
“I really saw the power of what a distributed and decentralised solution can do for brands.
“In bringing that to life, what I wanted to really do was explore that outside of the influencer space and start to look at how that kind of model could work from a larger more holistic brand communications perspective,” Kendall said.
The company won’t necessarily work to a brief, Kendall said. Instead, he said, a network of strategists will work with clients as partners to frame a challenge and work out what the opportunities are and the jobs that need to be done.
The birth of the agency came from Kendall’s realisation that the industry wasn’t keeping up “to speed with how the communications industry had shifted and how the behaviour had shifted”.
Fromm launched last week with founding client Radiant – a mental health social enterprise.
The agency is now working with Pandora music and FBI as well.
“More than anything, we have a vision around the future of work and what an agency of the future looks like,” Kendall said.
Fromm are looking to work with brands which align with its values – “the kind of brands that are part of Australian cultural fabric and contribute to Australian culture”.
Kendall said his six-year stint at One Green Bean taught him more about the rapid pace of the industry and how to work in the space to bring the best solution to clients.
“Its that constant restlessness and looking for new opportunity and looking at how people behave out there, not just adjusting your work but your processes, your thinking and the kind of people you bring on board with those projects.
“For me this was taking some of my ideas around that and really taking a leap into something that I think is going to be really revolutionary.”
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Congrats Trendall!
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Big week for announcements Trendall! One of the smartest and most purpose minded marketers I’ve ever had the opportunity to work with. Looking forward to the next Poem + Fromm collab.
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Well done Katie and Matt! You two are so clever and Katie is one of the smartest strategists I’ve worked with. Good luck to you both!
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Love that Fromm is now official! Congrats KT & Matt, look forward to seeing where this all goes!
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