Former TBWA and Whitegrey leaders open ‘creative practice’ Tightknit Studio
Lee Simpson and Evan Roberts have launched a new venture
Whitegrey’s former CEO Lee Simpson, and TBWA Sydney’s ex-chief creative officer Evan Roberts, have joined forces to open a new creative business, Tightknit Studio.
Described as a “creative practice” built upon deep collaboration and creative discipline, Tightknit was developed to respond to the demands of modern organisations operating in an ecosystem of better-resourced competitors, turbulent stakeholders, decreasing attention spans and “macro conditions”.
In addition to having an AI strategy, it deploys a tri-offering to service its clients: it provides an agency model; it collaborates with in-house teams; and it works as an “outsourced marketing function across the full marketing mix”. The company’s overall purpose is to apply creativity to as many areas of an organisation as possible.
