A trio of former agency execs are have gone it alone with their own "gimmick free" digital agency.
Mark Eland, former associate creative director with GPY&R Sydney, will head up Wanted Digital's creative offering, while Cora Spear, previously digital strategy director at Singleton Ogilvy Group Sydney will be both MD and strategy director. The third member of the team is James Furey, former digital design director at Deepend.
The trio claim the Sydney agency will differentiate itself by delivering creative work which specifically targets consumers by their level of technical knowledge and interaction.
"A lot of digital agencies out there take the brief and they dive straight in to the look and the feel and move straight into the design phase of whatever they are producing," Spear said.
"Whereas we like to take time and have a quite detailed process.
"We look at what the business is trying to do, we also look at the target audience and its level of technical knowledge, how they use technology and interact with technology and that really drives our recommendations when it comes to design, what we build and deliver."
"We had all been with big agencies for the past three or four years and there were a couple of projects that came up that we really wanted to do and we all wanted to work together again," Spear said.
"As digital has become mainstream we understand businesses need their digital work to be driven more by their business realities, than gimmicks."
Eland added: "Together we've amassed a lot of expertise over the past 15 years, and it means as well as being passionately committed to high quality digital creative, we're also thoughtful and professional in planning and execution."
The agency has begun working on a project for the newly reformed National Film and Sound Archive of Australia, 12 Canoes, which comprises a dozen shorts that portray the history, culture and homeland of the Yolngu people, made for release on the internet.