Mothers of invention: Semaphore London launched by former ad agency directors

A new agency called Semaphore London was launched today, promising to blend the agility of PR with the content abilities of a top ad agency.

Semaphore London: Founders Liam Fay-Fright (left) and Aaron Cole (Pic credit: Alisa Connan)
Semaphore London: Founders Liam Fay-Fright (left) and Aaron Cole (Pic credit: Alisa Connan)
The agency was founded by Liam Fay-Fright and Aaron Cole, formerly the PR director and business director, respectively, for ad agency Mother.

The pair have eschewed investment and opted for independence by bankrolling the launch themselves and securing commitment from the agency’s founding clients, which include D&AD, the digital shop rehabstudio and ad agency Anomaly.

Semaphore London will focus on helping consumer and b2b brands disseminate their message "in the right channels, at the right time, for the right audience", its founders said.

The agency is geared to address the "fragmented" comms and media landscape by employing people from PR, advertising and the media. In addition to his work at Mother, Fay-Fright was a senior comms manager at D&AD and he comes from a creative production background.

Cole has worked at ad agency The Corner, where he was also business director, and has worked stints as a business director at Fallon and TMW.

Setting out the agency’s manifesto, Cole said: "We’re putting strategic PR thinking at the beginning of the creative process and ensuring that all the stuff we make – be it a PR campaign, a stunt, a book, a product launch or a film – is purpose built to work in modern media channels. It has to be newsworthy, it has to be useful and sharable, and made to a top standard – or we won’t put it out."

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