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Business on the Move Agencies Agency Models

London indies join forces to form Sidekick Group


By Sam Bradley, Journalist

September 30, 2021 | 2 min read

Four London independent agencies have joined forces to form Sidekick Group, an agency collective combining video production, experiential, product sampling and full service creative expertise.


Sidekick Group managing directors Duncan McCaslin and Oliver Burgoyne

Sidekick, Many Makers, Kreate and The Sampling Project have combined to form a single entity headquartered in Shoreditch, London and launches with founding clients Amazon, Marks & Spencer, Deliveroo, Sipsmith and EE.

Combining the four’s existing service offerings, the collective also announced the launch of a new omnichannel retail service by experiential specialists Kreate.

Duncan McCaslin, managing director of Kreate, said: “Uniting our respective strategy, creative and activation teams will deeply strengthen our offering and allow us to deliver a specialized yet comprehensive solution for the clients we work with.

“Together, we’ll help brands balance their digital footprint with human-first engagements – pushing boundaries to creatively solve our clients’ problems, while remaining true to our ethos of connecting with audiences on a personal level.”

While each of the four agencies will retain their agency brands, the collective has appointed a single leadership team for the group, with Duncan McCaslin, as managing director of brand experience, and Oliver Burgoyne taking on the role of managing director of brand content.

Oliver Burgoyne, managing director of Many Makers, said: “The Sidekick group is born from the belief that there’s no such thing as customers anymore, only people. Expectations are changing, meaning traditional marketing tactics are outdated and no longer fit for purpose.

“We’ll strive to engage differently, providing an experience-driven proposition that people will love while unlocking results our clients will love too.”

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