Digital agency TMW and its sister PR company Nelson Bostock Group have united to launch a new form of social agency - Things With Wings - whose premise will be based on the concept that 'an idea has to be shared to be great'.
Launching with clients such as General Mills and Diageo’s ‘Ask Dave’ initiative, the agency is set to be led by Vikki Morgan, head of social at TMW.
Things With Wings describes itself as ‘a new type of social agency’, which looks to combine social and PR.
Chris Freeland, COO at TMW commented: “Clients no longer need to draw a distinction between digital, PR and social agencies. We can help solve that problem for them. Things With Wings is an agency that’s social first, but understands the physical world and emerging technology very well. Combining what we at TMW are best at with the ‘real world’ expertise available from the PR and social teams at Nelson Bostock Group creates a very powerful offer to clients.”
Both TMW and Nelson Bostock are part of the wider Creston group.
Morgan explained to The Drum that she will split her time 50-50 between TMW and Things With Wings. She explained that there will be a core team at Things With Wings handling accounts, including Toshiba, but also the opportunity to pull in people from across the Creston group.
"I have the opportunity to look at briefs, work out who is the most appropriate from our agency group of almost 300, and then hand-select a team. I find that really exciting.
"For us, we're able to say, well, whats the right idea and how are we going to do that, and then we'll work out what channels are most appropriate. It's looking at the idea first rather than boxing things into disciplines."
She went on to explain that the new venture provides "the best of both worlds - two of our agencies knowledge, from the PR side and the digital side. The whole issue of how content is distributed is important to us."