The agency officially launched today (4 October), with nine staff members located throughout Europe. Craigie told PRWeek he chose a team that could work together across borders, saying: "We're location agnostic. I'm not interested in where the best people sit; I only care about their skills."
"Advances in technology now make it possible to build a truly international team that works as one, rather than in silos. This is a paradigm shift for the creative process, which often relies on narrow thinking from an international agency's hub, which is then farmed out for localisation."
According to Craigie, the agency will offer "PR without borders, meaning Tyto can execute work faster and more efficiently because it doesn't have a bloated agency hierarchy and infrastructure".
Team members, which include six former Hotwire staff and ex-Freuds associate director Rebecca Donnelly, are free to chose where they work, Craigie added.
Workspaces will be funded by the agency and all employees will have shares in the business.
Craigie said: "Our new model, which is based on insight from over a hundred conversations with CEOs, CMOs and heads of communications, strips away everything that doesn’t make a difference, and doubles down on the things that drive higher-quality, more creative results."
Prior to co-founding Tyto, Craigie was group CEO at tech PR agency Hotwire between 2011 and 2017. His business partner, Raphael, was director of the science education charity Sense About Science.