• by Fern Siegel , Yesterday

Catherine Peacock and Christopher Keatinge have launched 05:37 Brand Studio, with a mission: creating breakthrough moments for current brands.

The company's title is taken from time the idea struck: 05:37.

Keatinge said: “The best ideas arrive in a rush of excitement, and sometimes unsociably early. 05:37 is our standard and our promise — to chase a feeling of breakthrough with everyone we work with. After all, in an age of white noise that’s only getting louder, brands have never needed creativity more.”

Prior to the debut, the duo worked at Uncommon Creative Studio. They exited as Global Chief Marketing Officer (Peacock) and executive creative director (Keatinge). Most recently, Peacock was Chief Client Officer at Havas London before departing in May. She also helped establish Uncommon's New York outpost, securing its first major client, SiriusXM. 

Keatinge, a Cannes Lions winner, joined Uncommon in 2018 as a senior copywriter, working with clients including British Airways, The Guardian, Pinterest and Google. 

Based in London, 05:37 wants to align the best of branding and advertising talent to offer “one brand world,” embracing brand strategy, identity, campaigns and in-house integration.

The independent studio will announced its client roster soon.

It launches with a group of freelance experts, including Elise Santangelo-Rous, executive creative director of brand and former ECD at DesignStudio, who has led transformative projects for Royal Ballet and Opera, Glenmorangie and Penguin Random House.

“There is nothing more exciting that a blank sheet of paper and the thought that at any moment, one idea can change everything,” said Peacock.