Plus1 Assembly, a global innovation agency, just debuted. The London shop rejects traditional agency models in favor of creativity, real-time intelligence and AI-powered systems to deliver measurable impact. 

It launches with three clients: gaming company Rezzil, sports-media company The Stomping Ground, and AI-powered tech consultancy CodeBlaze.

The new agency also acquired Layfe, a strategic AI consultancy.

“In the old world, if you believed social media was the key to growth you’d hire a social media agency. But with AI reshaping how people search and new platforms changing brand discovery, markets are shifting fast and many of the old ways of doing things no longer make sense,” said Jax Davey, Plus1 Assembly Co-founder-CEO. “Strategy needs to evolve. Despite this, a lot of brands are locked into a rigid model built for yesterday. Plus1 brings in the right capabilities at the right time. We stay fluid and responsive to what our clients actually need,” said the former Nuevo CEO.

The Plus1 offering is built around three specialist hubs: Halo, a live cultural intelligence system that tracks culture on social, then instructs brands how to respond; Layfe, an AI consultancy; and Rise, an investment arm.

For each client, a specific line-up of talent is assembled to focus on sustainable growth. Clients can also assess their own KPIs, via individual Halo programs, to chart brand impact.

To support its launch, Plus1 Assembly has created a 60-second intro spot  noting the unreality of the AI-powered world can produce an opportunity for brands: a creative revolution.

Davey is joined by co-founders Lee Humphreys, former CEO of HH Global Creative + Digital, Arian Kalantar, former co-founder of digital publisher LADbible, and Jake Brocklesby, founder-CEO of Simba Investments, which has backed Plus1 with nearly $7 million.

“The market needs a new type of business,” says Kalantari. He believes Plus1 Assembly will “help define a new world where technology meets creativity, all underpinned by a commercial model that shares success with our clients. We’re not doing everything; we’re doing what works.”