Don McGrath and Ben Bateson, formerly executive creative director and creative director of IMA-HOME have set up SUPERSONIC, a new creative agency based in Leeds.
The pair are joined by fellow founders Cat Cronin, the agency’s production director, and strategy director Brad Hill.
McGrath, Bateson and Cronin all join directly from IMA-HOME and are reunited with Hill, who was previously head of strategy at HOME before working for Melbourne based agency Cummins & Partners and more recently Sky Betting & Gaming.
“It’s been an incredible journey with HOME and one we’re very proud of.” said McGrath, “But now feels like the right time to go out on our own and I couldn’t think of a better group of people to do it with. We’re taking everything we’ve learnt, addressing the good points, the pain points, and forming what we believe is an agency offering that clients are looking for.”
“We’re all about ideas at the speed of right” said Bateson. “Being smaller, faster, stronger, and giving brands the time and attention they need without dragging heels or drowning in process.”
The four founders have over 60 years of industry experience combined, working across a variety of brands in the UK and overseas including Jet2, Chicago Town, 32Red, Jaguar Land Rover, Pernod Ricard, Safestyle, Unibet, McCain and Jeep.
SUPERSONIC will focus on strategy, creative and production and aim to keep things simple: “We think these are the key ingredients needed to create big ideas that can work everywhere, and make them happen” said Cronin. “We want to stay true to what we believe in and what we’re good at.”
Strategy chief Hill added: “I’ve always seen the role of strategy as a platform for creativity. Good insights should inspire great ideas, and great ideas have the power to solve any problem.”
The agency launches with two clients – the UK’s biggest bus operator, Stagecoach, and healthy living brand MoreLife.
