• by Fern Siegel , July 10, 2023

The London-based creative agency Formidable has officially launched.

Its co-founders, Nik Selman and Pete Gibbons, are focused on multiplatform social-media campaigns that help global brands connect with culture.

Prior to founding Formidable, Gibbons was a producer at the BBC, Head of Content in the launch team of COPA90. He was also involved in producing the UK’s first scripted content series for social media, the internet drama "KateModern."

Conversely, Selman hails from a strategic PR and content background. He spent 10+ years at the Freuds agency before joining Gibbons. Selman has handled campaigns for brands such as Sky, Vodafone, Samsung and Guinness, in addition to the launch of London’s 2012 Olympic Games.

"The creative disciplines of advertising, PR and entertainment all have their place in social and the trick is blending them in the right amounts for each individual brief and platform. The days of simply reformatting the TVC into social specs are gone," Selman said.

"Clients need authentic campaigns speaking in the language of social, executed using techniques including various social-first video styles, UGC and creator-led campaigns," he added.

In the coming weeks, the agency will launch a Team GB female Olympian campaign in the next two weeks.

The Formidable team’s recent campaign highlights include work for Amazon Prime and David Beckham.