TIPi Group, whose clients include UNIBET, InsureandGo and Experian, has launched The Market, a 'light-touch' alternative to the full-weight agency model, specifically targeting ambitious scale ups and rapidly growing businesses.
Managing director Camilla King explained: “We’ve recognised a need, particularly among scale-up businesses, to provide a service that isn’t characteristic of a typical agency model. Entrepreneurs inherently want control and visibility of their digital spend, but still seek the reassurance and skills that comes from working with specialist experts.”
The strategic direction of The Market is to focus on scale up businesses for which the common agency retainer relationship isn’t viable.
King continued, “Scale-ups are a massive part of our ecosystem, and where we see a lot of growth in advertising spend. It can be difficult for these businesses to choose their agency partners, with so many requiring the commitment of big budgets and long-term contracts. We’re countering that by building an offering specifically to suit them.”
The Market will specialise in digital performance marketing and has already been appointed by clients such as luxury adventure brand Cookson Adventures and footwear brand Penelope Chilvers.