Former Grey Trio Launch an Uncommon New Company

Former Grey London employees, Nils Leonard [above right], Natalie Graeme [above left] and Lucy Jameson [above centre] today launch their new company, Uncommon Creative Studio. 

Uncommon has been built, say the founders, with one singular mission; to build brands that people in the real world wish existed. Uncommon will aim do this by working with clients or by creating brands itself, by investing in start-ups or incubating ideas within the business.

Graeme, Leonard and Jameson, previously MD, CCO/chairman and CEO respectively at Grey London, were key figures in the recent turnaround of network agency Grey London. They handed in their resignation to the agency in June of last year.

Uncommon launches with two brands already in its stable: Halo Coffee Limited, a company that has created the world’s first fully compostable coffee capsules, and Headstart a business that is using machine learning to disrupt and diversify the current recruitment model.

Below, the three founders talk to shots.net about the start-up about and their views of the current state of the advertising industry.

"The world has never been so fragile, so open, so fast to change and so in need of new ideas."

Nils Leonard

Why does now seem like the right time for a company like Uncommon?

NL: We love this quote from Arthur Miller’s Death of a Salesman: “I’m not interested in stories about the past or any crap of that kind because the woods are burning, you understand? There’s a big blaze going on all around.”

We think the woods are burning. We live in a world which has reached ‘peak stuff’, where people wouldn’t care if three quarters of brands disappeared tomorrow and where people happily pay money to avoid what the advertising industry makes. But forget our industry for a second. The world has never been so fragile, so open, so fast to change and so in need of new ideas.

We think it’s a great time for a company with a singular mission: building brands that people in the real world actually wish existed. We’ll do this either by working with clients or by creating brands ourselves – taking equity stakes in start-ups and building brands from the ground up too.

Above: A shot of Leonard from his profile piece in shots magazine from September 2014.

How will you define which current brands you think ‘the real world wish existed’?

LJ: We have an operating system for building uncommon brands – the rare brands which people actually wish existed. We believe many of these brands are built from the inside out. We believe there are ‘7fs of uncommon brands’. These brands fix a problem or fuel a passion. They are fair to people and the planet. They are famous. They are also brands that recognise that the best advertising doesn’t look like advertising any more. 

Brands that try to improve not interrupt. Brands like air bnb, Netflix. Brands like our own Halo Coffee Limited, a company that has created the world’s first fully compostable coffee capsules, and Headstart, a business that uses machine learning to disrupt the current recruitment model. But we’re interested in any brands that have an ambition to become uncommon. Brands that want to matter.

"Our model embraces diversity from day one. And, as the first majority female founded start up, we never begin with the status quo."

Lucy Jameson

You are three very successful people but each with a background in ‘traditional’ agency culture; what elements/processes will you put in place to make sure Uncommon is exactly as its name suggests?

LJ: We know the best projects involve collaboration, so we are building our company around that, instead of trying to ignore it. We are embracing a different approach built on collaboration, not contracts. We are building a fluid network of uncommon minds and uncommon makers. 

Our uncommon minds bring a diverse viewpoint and real understanding to our work. We never approach problems assuming the answer will be advertising, that’s why we also have a more diverse group of makers; from people who can create 3D models, to apps, to content to films or games. Our model embraces diversity from day one. And, as the first majority female founded start up, we never begin with the status quo.

NG: We want to reframe perceptions around talent in the industry. It’s a new view of freelance, a new view of permanent. A commitment to working differently – a kind of ‘uncontract’. It recognises that the most creative people want to work differently, they want to have portfolio careers, build their own dreams. They get to do that at Uncommon. We won’t try to own their brains or force them to sell their soul during the day to give their heart after 6pm.”

"We know the business model is broken. We know people are irritated with brands and advertising. Yet creativity is more important than ever."

Lucy Jameson

Do you think that ‘traditional’ agencies have been too slow to embrace the changing culture and needs of the consumer?

NL: Yes! It’s hard to experiment with new models and approaches within the confines of a legacy company. And the proof is a button on every piece of entertainment we want to watch telling us they hate what we make. It’s called ‘skip ad’, and we had it coming.

What are you most excited about with the launch of the new company?

LJ: Our new venture gives us a chance to respond to the changes in culture and our industry. We know the business model is broken. We know people are irritated with brands and advertising. Yet creativity is more important than ever. We don’t have all the answers. We just want to try some new ways to use creativity and some new ways to get paid for it.

Above: The logo for Uncommon Creative Studio

NG: I’m most excited about creating a new relationship with talent. This is something the industry is crying out for.

NL: We want to remove some of the fear and dependence in our industry. A question we’d love everyone to ask themselves is; Are you dependent on people less ambitious than you to make your dreams come true? Whether you’re working at an agency, a tech company or a brand, if the answer is ‘yes’, then have a go at something else. Life is too short, the world needs you and your ideas, change it up.