Kellogg and Santander sign as first clients of Dentsu Aegis’ "new kind of agency" fortysix

Kellogg and Santander have signed up as the first clients of fortysix, Denstu Aegis’ new digital agency that aims to create a new model around being diverse and doing good.

As well as Santander joining as the one of the first clients, Keith Moor, Santander’s UK CMO has been named as joining the advisory board.

Moor said he was enticed by the social enterprise model but also its focus on digital, he said: “fortysix is redefining the agency model in a way that is vibrant, and most importantly relevant, to today’s changing world. Ensuring the agency has shared value – for its customers, communities and employees – sets fortysix apart, and it is this social enterprise model which attracted me to taking up the role on the advisory committee. This model should be encouraged – and I hope others follow their lead.

“We are seeing a seismic shift in customer adoption of digital – and brands need to learn and understand how to communicate meaningfully and effectively in the changing world. We believe fortysix is ideally suited to help us meet this challenge. Mobile banking is now our fastest growing channel, adding on average 1,500 new active mobile users every day,” he added.

He will also be joined on the advisory board by Dr Yvonne Thompson CBE, author and ambassador of diversity in business; Facebook Creative Shop EMEA director, Rob Newlan; Gi Fernando, founder and CEO of Freeformers who partnered with Dentsu on the project, and talent advisor Clare Johnston, founder and co-CEO of The Up Group.

The newly announced advisory board will be chaired by Dentsu Aegis Network UK and Ireland CEO Tracey De Groose, who announced the launch of the agency earlier this week at Ad Week in London.

De Groose, said: “fortysix was born from the demand for a new kind of agency that solves client problems through diverse perspectives and at speed, in a way that is better suited to digitally native customers, while also providing a better opportunity for young digital talent of the future."

The agency was formed via a partnership between Dentsu Aegis and digital transformation specialists Freeformers who train a young person for every commercial project they take on. The agency will be led by a former Freeformers inductee Lewie Allen. The agency is due to officially launch on June 1. Until then Allen will be mentored by Freeformers’ partner and media industry expert, Adam Freeman.

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