Former group brand director at Wieden+Kennedy London, Amber Martin, and The Works creative director, Guy Patrick, have joined forces to launch Hypnosis, a new independent creative agency in Perth.
Both Patrick and Martin are Perth natives who have recently returned after 15 years in Sydney and overseas, with a client portfolio that includes Nike, EA Sports, Canadian Club, Jim Beam, Optus and Air New Zealand.
Hypnosis launches with two innovative foundation clients, Dirty Clean Foods and Lightning Minds.
Says Amber Martin, managing director, Hypnosis: “Both Dirty Clean Foods and Lightning Minds are authentically for-profit and purpose led businesses. We are proud of the creative partnership we have with them and we look forward to helping position them for further growth and success.”
Says Sophie Lanyon, general manager, Dirty Clean Food: “The team at Hypnosis have jumped straight into our business, understanding our brand and our needs, and we’re looking forward to a long and fruitful partnership.”
Says Michael Payne, founder, Lightning Minds: “I really love the collaboration and their drive to make ideas happen. As a solo founder, it’s especially nice to have people to bounce ideas off. I am looking forward to many more campaigns going forward.”
Patrick said there was a thriving creative industry in Perth that has benefited from the pandemic and an influx of expats and other creative talents: “There’s so much happening here at the moment, it feels like good timing to be building something and contributing meaningfully to the creative culture. WA has always punched above its weight in terms of innovation, creativity and the depth of talent.”
Says Martin: “We have been listening to the Perth market and believe clients are looking for nimble and smart creative thinkers – who will bring global experience to the table. And that’s something we offer in spades. Along with our network of diverse talent from over east and across the globe that we can tap into.”
Says Patrick: “We have a strong vision for the agency, the culture and the standard of creative output we want to pursue. We have big brand experience but no egos and certainly don’t take ourselves too seriously. The most challenging and pressing question the industry faces is what are we going to do for our agency photo? Let’s break it down. All black wardrobe, our way of saying we’re thoughtful yet uncomplicated, and immune to the lure of cool. Harsh geometric chairs, an allegory of our belief that from constraints comes great creativity. In stark contrast we lean forward, look down the lens and into the hearts of marketers, and do the unthinkable… smile.”
He said Hypnosis will deliver smart, yet simple strategic thinking and creativity that is hardworking, impacts culture and ultimately delivers on the bottom line for their clients.
Says Martin: “We believe our point of difference in the market will be our experience, agility, consistency, transparency and the trust our clients place in us to create strong and differentiated brands.”