First Lady, the creative innovation agency based in Stockholm and backed by Mr President, is working with Greenpeace as one of its inaugural clients.
Founded by Thea Hamrén and Emil Rydberg, it is also understood to be working with a fintech bank that is set to launch in the new year.
Mr President, the much lauded London-agency has taken an equity stake in the business in order that it can produce Creative tech and innovation capabilities.
The structure of First Lady will see it tap into a network specialist team across creative development, tech and design.
Claire Hynes, chief executive officer and co-founder of Mr President, commented.: “First Lady’s specialism of creative technology and innovation is a great complement to our mission of delivering brand defining ideas for clients.”
She continued: “Stockholm is at the epicentre of innovation and these days geographical location is no barrier to a great partnership. In Sweden, the economy is set up to nurture talent in this space, and we know it to be an incredibly open minded and collaborative culture.
"The work they do, and the way they do it, is incredibly exciting. We’re really interested in exploring new models for ways of working as our industry goes through such immense change, and there is much to learn from the Swedes.”
Hamrén, a former creative director at Mr President for over three years, commented: “We have been longtime collaborators of Mr President and saw a great opportunity to build our own creative innovation agency as a standalone business, tapping into the startup spirit of our hometown Stockholm. We’re excited to explore new ways of collaborating across borders, and new models for ways of working both locally and globally, as our industry changes. As a partner to Mr President, the name First Lady came naturally and also reflects our ongoing work to promote equality and positive change in our industry and community. Being a First Lady means being on the top of our game, being innovative and pushing boundaries.”
The first official collaboration between Mr President and First Lady was LGBTQ+A, developed for Stonewall and unveiled at Cannes Lions 2018.