Launch of The Curiosity Collective
Independent agency leaders Laura Pace and David Heron have launched The Curiosity Collective, creating an agile, senior-led alternative to traditional private-equity-backed agency conglomerates.
As global brands increasingly reject the rigid structures of traditional, private-equity-backed holding companies in search of agile expertise, independent agency leaders Laura Pace and David Heron have launched The Curiosity Collective. Designed to deliver integrated, specialist creative services without the red tape, the new group debuts alongside Untold, a dedicated consumer experiential agency, and a slate of high-profile senior leadership appointments.
Created in response to growing demand from brands for specialist expertise and more agile agency relationships, The Curiosity Collective brings sector-specialist agencies together under one roof. By allowing independent agencies to operate in their dedicated lanes while collaborating fluidly, the collective can seamlessly pull the right minds around the table to tackle complex, multi-channel briefs, providing clients with integrated, senior-led campaign execution without the traditional agency friction.
Assembling a specialist powerhouse
At the heart of the launch is a significant investment in top-tier industry talent, bringing together proven leaders across experiential, event management, B2B strategy, and creative execution.
Untold enters the market with a focus on creating brand experiences that people genuinely want to be part of. Leading the new agency is Ellen Robinson, who joins as Managing Director, bringing 13 years of marketing experience and a track record spanning strategy, creative and execution for brands including Guinness, Smirnoff, Buffalo Trace and Nintendo. “I’ve always believed the most powerful brand moments are the ones that make people feel something- not just see something. Untold gives us the opportunity to create experiences that people actively choose to be part of, and that stay with them long after the moment is over,” said Robinson.
She is joined by Strategy Lead Jay Davis, who brings deep cultural insight and experience design credentials, having worked with global brands including Netflix, TikTok, Peroni, and Qatar Airways in previous roles. Rounding out the Untold leadership is award-winning Creative Director Katie Collins, who brings over 11 years of experience spanning advertising, content, and experiential design.
Janine Hart joins as Managing Director of Yellow Fish’s global B2B business events and incentives offering. "Our clients don’t have to choose between specialist expertise and an integrated agency approach," noted Hart. "Each business has the depth to stand on its own, but when the brief calls for it, we come together as one collective... to challenge the expected and create work that stands out." She joins alongside Sarah Pick, who continues to lead B2B brand and marketing agency Blue Panda.
Anchoring operational delivery across the entire collective is COO Jess Charles. Bringing a formidable industry reputation from her senior tenures at Wonder and Black Tomato, Charles will oversee cross-agency integration and seamless execution for multi-million-pound global activations.
A new benchmark for independent growth
The creation of the collective marks a major milestone for Laura Pace, who acquired Yellow Fish in 2021 before partnering with Director, David Heron to restructure and scale the business into an integrated ecosystem. Today, combined The Curiosity Collective already boasts a roster of global, industry-leading clients, including Mazda, Geely, LVMH, NuSkin, Sophos, Samsung, Profound, CDW, Softcat, Ford MS-RT and Currys, delivering everything from overarching brand strategy to multi-market live events.
Laura Pace, CEO, The Curiosity Collective shared: "Brands want independent, creative thinking - we’re proud to be the people they need around the table. The Curiosity Collective brings together specialist businesses and gives brands direct access to senior talent, while retaining the independence and entrepreneurial thinking that makes those businesses distinctive. Untold is the next step in that vision bringing strategy, creativity and live experience together to deliver impact. "
David Heron, Director, The Curiosity Collective, added: "We’re bringing together some of the sharpest minds in strategy, live events, brand building, and experiential design to do things differently, bringing the specialists together around the challenge. This gives us the flexibility to tackle everything from B2B brand and events to consumer experiential without losing the expertise and creativity.
