Tim Kirby, the former managing director of Naked Australia, has launched Galore, a new creative business he says aims to overcome the challenges that hold back the traditional creative services industry from broader engagement with businesses.
In a statement announcing the launch, Kirby said Galore is founded on the principle of harnessing diverse creative thinking to deliver fresh solutions to a wider range of problems.
Because, as Kirby believes, adland has become “too homogenous” in how it recruits and how agencies think about problem-solving for clients.
“The way most agencies are structured, and how they traditionally charge for work, acts as a handbrake to delivering more diverse thinking,” Kirby said. “So that’s something we are looking to challenge with Galore.
“Diversity in all forms is good for business, and in the world of innovation and creativity cognitive diversity is a key advantage in delivering fresh thinking, so we’ve built a business designed to deliver exactly that.”
The business combines an internal team of senior client partners with an international community of creative experts, both from within the creative services industry and from a diverse range of other creative professions.
Galore then has a range of models for how to engage the community to generate solutions based on the demands of each brief, Kirby explains.
“We are early in our development, but are already working with a fascinating mix of talent, both from the stronger-than-ever freelance creative industry, and from fields as diverse as comedy, journalism, fashion design, architecture, theatre and gaming,” he says.
Work is currently underway with a range of foundation clients on projects covering product innovation, brand design and integrated marketing campaigns.
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