Ex-Mischief pair Moroney and Statt launch Shook with Hope&Glory backing

Former Engine Mischief planning and creative chiefs Gemma Moroney and Damon Statt have launched a creative agency with the backing of PR firm Hope&Glory.

Shook positions itself as an agency for “people who want to shake stuff up and make a difference”.

The agency plans to combine behaviour design and creativity to “fix brand, business and behaviour challenges”.

It has begun work on a project to help define and launch the brand purpose of “one of the world’s biggest technology companies”, and is working with the non-profit Ruth Strauss Foundation on comms strategy and creative. 

“Shook is about getting to the core of the problem and moving people,” Moroney said. “Received wisdom about how behaviour works – that education or motivation moves people – is often wrong. We’ve put the principles of behaviour design at the heart of our offer.”

Statt added: “Combine that with creative craft and you get a seriously positive impact on brands and businesses. We’re here to really solve problems, not just jump to solutions.” 

Moroney is Mischief’s former head of insight and strategy and Statt is its former executive creative director. Both previously served as directors of Frank and have years of experience in senior agency roles. 

At Mischief, they won and worked on PR, social media and influencer campaigns for clients including Lego, the National Trust, TUI and First Choice. They also developed advertising campaigns and behaviour-change campaigns for RSSB (the Rail Safety Standards Board), TransPennineExpress, South Western Railway, E.ON, Sport England and the Home Office. 

The pair left Mischief in February to begin planning the venture, which is the second new agency to be supported by Hope&Glory in recent months, following consumer brand agency Red Lion PR.

“Gemma and Damon bring a wealth of experience across categories and sectors, as well as a combination of strategic and creative thinking that make them a very investable combination,” Hope&Glory co-founder and chief client officer Jo Carr said.

James Gordon-MacIntosh, co-founder and chief creative officer, added: “At the same time, the backing of Hope&Glory gives them a two-year head start and means they’re a start-up with the infrastructure of an established business. They’re a team that can take on major global assignments for world-leading businesses from day one.”

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