The Drum Awards Festival - Official Deadline

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By Hannah Bowler, Senior Reporter

May 9, 2024 | 3 min read

The Drum welcomes the industry heavyweights behind the newly formed agency to our home in Shoreditch to find out about its plans to help brands grow through creativity and culture.

Uncharted is the new creative agency founded by prominent industry leaders Laura Jordan Bambach, Hannah Hattie Matthews and Fern Miller.

With a combined 60 years of experience, the trio has held senior roles at digital innovation agencies LBi/Digitas, Accenture, R/GA and Dare. They also have creative agency credits for the likes of Grey and Karmarama.

“We are always really hungry to do things differently or do new things, and we have an innovative spirit,” says Millar of their new venture. “We were looking at the marketplace and thinking it was time for something new, and it was our time to do it.”

When talking to the trio about industry turbulence, from AI and tech developments as well as economic pressures and changes in data regulation, Matthews tells us: “You shouldn’t be an island trying to do it all yourself. Frankly, there are specialists out there who are exceptional in their different fields and they are moving at the pace of changes of those technologies, which is fast.”

A core part of the Uncharted offering will be its AI and tech innovation partnerships, which currently include Obsolete, Skyrise, Loops, BoltAI and Codec. These capabilities will be plugged into the agency, adds Matthews. “It’s not just a supplier relationship, we are going to get together with them and create a layer on top that will benefit their clients and our clients and find new ways to drive growth for brands.”

Uncharted has launched with three clients from a range of industries. Seat Unique, the ticket marketplace, has tasked the agency to help it improve customer experience, brand strategy and marketing operations, while the Danish cycling brand Pas Normal Cycling is looking to develop a new creative strategy as well as expand into new channels and technologies. Marlow Distillery, meanwhile, is working with Uncharted on the creation of a low-alcohol brand where the agency will advise on everything from naming, identity, trade strategy and a launch campaign.

“Really brave brand leaders want to step off and do something different; they know that AI is coming and that it’s a really turbulent market at the moment, but they need someone to help guide them and set out without fear,” says Jordan Bambach. “So that is what we are there for, to help them step into that new thing for them which is going to be much more effective for their business.”

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