EXCLUSIVE: Former Clemenger directors Sue Peden and Mandy Henderson have left the agency network to start their own full-service communications agency called Thread.
The pair described their Melbourne-based start-up as a “deconstructed” agency whereby the business is stripped back to the bare essentials: two permanent staff members who will engage bespoke teams of contractors as needed on a client-by-client basis.
Henderson said: “Between us we have an enviable network of creative, design, PR and production partners who we select and engage based on what our clients need not what the agency wants to sell.
“Our belief is that great strategic thinking and top calibre creative aren’t exclusive to big agencies. Our model is stripped back but focused and our talent pool is deep – allowing clients access to high-end resources at boutique agency rates.”
The agency's tagline is "weaving brands into the social fabric".
Among Thread Communication’s creative collaborators are former Clemenger BBDO executive creative director Emma Hill and creative director Josh Robbins who have been responsible for some of Australia’s most awarded advertising campaigns including Pure Blonde, Dulux, HBA, Libra, Sorbent, Ski Yoghurt and NAB among others.
Peden was formerly group account director at Clemenger BBDO most recently overseeing the SCA Hygiene and Personal Care, Dulux, Fonterra and TATA Beverages accounts.
During her time with the Clemenger Group, Henderson was a director of Clemenger Harvie Edge, general manager The PR Edge and director strategy and business development of brand activation agency Clemenger Fusion.
The pair left Clemenger BBDO earlier in the year – Peden after 12 years and Henderson after 14 years with the Clemenger Group.
Peden said: “Our different backgrounds – mine in advertising and Mandy’s in PR and brand activation, also allows us to think more broadly about how we solve client briefs.
“Our philosophy is one of true collaboration – where the client is an integral part of the process from strategy development through to concept development and execution."
The agency has so far secured four clients including Norfolk Foods, The Murdoch Children's Research Institute, and two utilities companies.