John Doe Group Launches Elsewhere, Unconventional Insight Agency

John Doe Group has expanded its offerings, launching Elsewhere, an insight and research agency, to give a brand's creative more impact.

Elsewhere takes a community-first approach, securing qualitative insight through a partner network known as "connectors." The goal is engaging in nontraditional peer-to-peer conversations to augment wider intelligence gathering.

The agency will also provide dedicated measurement that analyzes the cultural and community impact of client work.

Three team members have been charged with running Elsewhere: Holly Hunt, formerly with Platform 13, was named strategy director. She is joined by Mercy Able, previously with The Unmistakables, and Lodina Agyeman, a cultural strategist who moves from John Doe. John Doe Group CCO Pamela Scobbie oversees the endeavor.

Scobbie says: “There’s a widespread, underlying challenge in marketing. We’ve all experienced those briefings with bland insights that tell us nothing new, that we could have Googled or guessed ourselves. In a world in which marketing provides limitless opportunities for tailored audience communications, the traditional approach to insight generation is broken. ... It became clear to us there was a need for a research agency that could bring real wisdom to the table.”

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Elsewhere is the second agency launch for the company. In February, the John Doe Group debuted The Heard, a communications consultancy headed by Roxy Kalha. In January 2021, John Doe and Wire Media in Glasgow merged.

Group CEO Magin Trewhella says: “Elsewhere is another strategic investment for our business, further expanding our integrated offering for clients and increasing the sophistication of the work we’re able to do.”

John Doe is headquartered in London, but has offices in New York. Client work includes Under Armour, Captain Morgan, Ask Italian, Guinness and Edinburgh Gin. Its work is geared to the U.K. and beyond.

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