Stuart Thompson has stepped down as Tint’s director of Europe in order to found a new marketing agency differentiated by its bottom up approach to content – although he will remain as an advisor and shareholder.
UGC Agency has been formed out of a desire to offer brands better value for money with Thompson having said that he plans to by shake up its billing model in favour of a more transparent approach by charging for project delivery rather than time spent on specific campaigns.
Thompson commented: “Most marketing is made up, most ads are created with the hope people like them, UGC Agency create user generated content experiences that are not driven by CMOs but by communities themselves – so we know for sure people like them, as this time, consumers are the stars.
“We also don’t charge on time, like most agencies, and have a media neutral approach. It’s never been in a traditional agencies interests to spin up UGC experiences fast for clients
“In the past I’ve been involved in huge global projects, when the end result has been launching with a demo we did two months before, this time we have three agency groups charging our client for two months of work that had already been completed – this has to change, the days of ripping off brands in this way has to stop.”
UGC Agency has signed up Clear Channel as a strategic launch partner.