News

Boyd and Eaves embark on joint venture

BBH’s Mark Boyd and Drum PHD’s Mark Eaves, are launching a new creative company, Gravity Road.

Gravity Road will specialise in the development of new types of entertainment property specifically geared towards the evolving needs of advertisers, broadcasters and media owners.

Gravity Road seeks to be “clever with content”, bringing together the insight-led approach of marketing communications with expertise across the entertainment and technology sectors.

“We launched Gravity Road as a reaction to clients who wanted bigger, longer term ideas built around quality content that has a clear purpose,” said Boyd.

The start-up will collaborate with key partners in the production and activation of projects. Independent projects will focus on changing consumer behaviour and will cover all media with a particular focus on the relationship between social entertainment and TV.

“Both advertisers and entertainment providers need to possess a whole new suite of creative assets that can work seamlessly with connected audiences. Gravity Road is aimed squarely at this need,” added Eaves.

Both Boyd and Eaves are leaving their current roles to embark on the new project.

Jenni Baker, London