Will Thacker and Andrew Barnard – the former executive creative director and managing director of indie shop And Rising – have launched a creative and production agency designed to "offer an alternative" to choosing between a traditional agency, production company or an in-house setup.
The pair said 20something will combine creative and production functions and apply them early on in the creative process, providing what they're pitching as a "plug-in/ plug out" model that will help brands cut costs.
All work will project-based, and 20something will bring production partners into the fold early on. A core team of creative and account handling experts will provide support.
Traditionally, production agencies aren't brought on board or invited to pitch for work until a brand has bought into an idea. But Barnard claims 20something's way of working would deliver better results for "brands who know who they are" and share the company's "impatience for better ways of working".
He added: "If clients want the quality and the quantity, we need more clients downstream and more production upstream; the agency needs to streamline."
Thacker and Barnard, who departed And Rising in April, have been tight-lipped on which clients they'll be working with. However it's believed they already have a number on their books, including a significant bar and restaurant chain.
At launch, the pair offer clients a combined 30 years' experience in the industry.
Thacker was most recently executive creative director at And Rising (formerly 18 Feet & Rising), prior to which he was on the creative team at AnalogFolk. His CV also includes stints at Leo Burnett, VCCP and Iris.
Barnard has worked at And Rising since its launch in 2010 – initially as an account director, then as business director until his promotion to managing director at the end of 2017. Before joining, he was account director at FCB Inferno.