Creative agency
Forge just launched, focused on helping brands and agency partners understand fandom as a key part of a its reach and relevance.
The London-based agency is co-founded by seasoned creative
pros: Calvin Innes, Andre Price and Andrea Foth. The Forge operates across the U.K. and Europe.
Calvin Innes, co-founder and CCO of The Forge, was formerly GM-executive creative
director, Jung von Matt NERD, the specialist gaming and fandom unit within the Jung von Matt network. A longtime creative strategist and designer, he holds connections in the online fandom
world.
“Fandom isn’t a channel or a tactic. It’s a cultural system,” says Innes. “Brands often underestimate how sophisticated these communities are. The
Forge exists to help brands and agency partners participate with credibility and long-term intent, rather than parachuting in with borrowed language.”
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Andre Price, co-founder and ECD,
was previously managing director of JvM NERD, leading creative for Mercedes-Benz, Pringles, Nintendo, Pokémon and Paramount. He has worked across German and American creative cultures.
Among his projects was the MINI × Pokémon Gamescom activation, an experiential platform that generated more than 800 million impressions globally.
“You can’t fake your
way into fandom,” added Price. “Communities immediately know whether you’re there to extract attention or actually contribute something meaningful. The Forge is built to help brands
earn their place in culture, not rent it.”
Andrea Foth joins as co-founder and managing director, with 20+ years experience in brand-building and client leadership. She held senior
posts at JvM and VCCP, leading global accounts such as Nike, Ferrero, Heineken, O2 and Payback. She also build VCCP's Berlin business. On the brand side, she led marketing at JobRad
Loop.“For brands, the opportunity is not just to be seen, but to become part of something people genuinely care about,” she said.
The Forge's first clients include HBO Max EMEA and
Dove. Its goal is to create cultural platforms, rather than short-term campaigns.