Brands are looking for agencies that get purpose and they care about authentic ideas that are going to really connect.Frankie Oliver, founder and managing director of Jolly Rebellion
Oliver said: "Brands are looking for agencies that get purpose and they care about authentic ideas that are going to really connect.
"The key thing brands and the marketing community realise is that to be successful you have to build a good relationship with people in their lives. It doesn’t have to be extremely worthy but it’s about how we can help by finding the sweet spot between the brand and the life of that person."
Jolly Rebellion has two founding clients, a frozen yoghurt dessert challenger brand, to be launched in autumn and a campaign for an international entertainment brand, which it is keeping under wraps until early 2018.
But the agency will not confine itself to working only with brands but with "progressive marketeers" in any sector who are looking for innovative work.
Oliver said the PR industry was, for the most part, not getting far enough up the food chain in terms of "owning the big idea" and that her agency was positioning itself to offer the right solution to clients.
PR, advertising and digital skills are coming together in the best campaigns so why not create an agency where they really do from the ground up and take the layers and silos away.Frankie Oliver, founder and managing director of Jolly Rebellion
She added: "PR, advertising and digital skills are coming together in the best campaigns so why not create an agency where they really do that from the ground up and take the layers and silos away?
"Because we have all of the disciplines represented in our founding team, it means we can consult with the brand and give them the right response to what discipline they should use. We want to offer exactly what a CMO is going to need but have enough flexibility within the team to answer it with the right solution, as opposed to narrowing it down to the discipline we traditionally worked in."
The agency aims to build a diverse workforce with people from all backgrounds and life stages and is committed to offering flexible working opportunities, and Oliver said there will be no gender pay gap.
Oliver concluded: "Jolly Rebellion has been created from the ground up to do things differently. Lots of people are talking about purpose, the need to create a new model and the need to change agency culture to one of equality and diversity, but we are really doing it."