Nicole Hetherington and Simon Fowler launch creative consultancy Abel

Creative duo Nicole Hetherington and Simon Fowler have launched their own creative consultancy, Abel Creative.

The consultancy will work as an extension of their clients’ businesses, engaging production companies, marketing teams, PR and design agencies.

Fowler and Hetherington have worked together at With Collective, BMF and Havas

The pair spent three-and-a-half years at With Collective as creative directors, up until March last year – prior to its November merger with Isobar. Together, Hetherington and Fowler have worked at BMF, Havas, Ogilvy and Mather, and Young & Rubicam.

Hetherington said the consultancy was inspired by many conversations with clients.

“Over the last year we’d spoken to a lot of clients and creative partners and heard similar things,” she said.

“Our offering enables us to cut to the chase on every project, unlock more of our skillset, as well as the skills of our wider circle. It means less overheads and more direct relationships with makers and marketers. And so far we’ve been truly humbled by all of the positivity and support that has come our way.”

Fowler added: “Nicole and I have worked at some fantastic agencies, with some incredible talent – along the way picking up what we think works best for our individual style as a creative business.

“Anyone who’s worked with us knows Nicole and I are pretty different – which we think brings a new, refreshing creative dynamic to more clients in both Australia and New Zealand. We’re both really excited about what 2020 has to offer – starting with our new office on Manly beach.”

Abel has already produced campaigns for meal delivery service Marley Spoon and its budget brand Dinnerly. It has also been engaged by Macquarie Bank and Google for projects.

Imogen Harper, global head of brand for Marley Spoon and Dinnerly, said working with the team had been a “breath of fresh air”.

“They’ve picked up two challenging briefs with short time frames and they’ve quickly distilled insights and delivered exceptional creative ideas. Instead of feeling like an ‘old school agency’ they feel like a part of our team, working with us to bring together creative expertise with business performance,” Harper said.


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