The embedded Agency

by Herman Manson (@marklives) The founders of ad agency Derrick, Livio Tronchin (ex-Jupiter Drawing Room Cape Town), Mark Stead (former CD at KingJames RSVP) and Myles Hoppé (former brand manager at the company behind the Joule), late last year packed up their office and moved in with the launch team of money management service 22seven.

The brainchild of Christo Davel, best known for his work on 20Twenty, the ground-breaking online bank that folded alongside Saambou, the Derrick team had been commissioned to move into the new start-up for a two week stint that made them feel like part of the start-up (and worked them just as hard!) rather than an agency apart.

22seven needed things to happen fast, in real time, and the procedures and processes in place at ad agencies was going to be a hindrance. So it all got tossed out the window. And while it was an exciting ride it did highlight vulnerabilities on both sides of the client/agency divide.

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