Independent agencies Roast and Kitty have joined forces to launch TIPi Group.
Targeting clients who wish to have all digital activity handled by one partner, TIPi Group is a collection of specialist teams that work together to form an independent network. Digital agency Roast, established in 2015 by Ollie Bishop, has particular expertise in performance marketing, while creative agency Kitty, launched in August last year, focuses on digital creative and the business of behaviour.
Explaining the mindset behind TIPi Group’s launch, Ollie Bishop said: “Siloed skillsets, complex processes and multiple layers in business are the enemy of the modern marketing agency. There are too many networks out there that acquire agencies to benefit the business, rather than the client. This model results in a network of competing agencies, rather than complimentary.
“As a group, every agency that is part of TIPi will operate with shared values at the core. We all work towards one goal and purpose, and that is to deliver profitability for our clients."
A third agency is expected to join the group later this year.
“We believe passion beats scale," said Bishop. "We ensure that each agency model retains a certain size, ensuring that no one is lost in the business and that no service levels are diluted: whether that be staff, client or product.”
Clients of agencies at TIPi Group include eBay, The National Lottery and Experian.