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Production company R+C has rebranded as creative agency Brass and hired former McCann and 360i creative leader Pierre Lipton as chief creative officer.
By expanding as an agency, Brass aims to work directly with clients to affect strategy and the creative process from the beginning, CEO Sean Gately told ADWEEK.
Whereas some agencies have opened production houses to bring capabilities under one roof–The Martin Agency’s SuperJoy, for example–Brass has gone the opposite direction by starting in production and moving into brand strategy and creative work.
“As a production company, you can’t really move the needle…you can move up the chain,” Gately said.
