Two Los Angeles agencies are
joining forces to create a new platform build around fandom. Saylor, a social-first creative agency, and Mutiny, an agency specializing in gaming, have combined talents.
Mutiny will become
Saylor’s dedicated gaming division, alongside the agency’s creator and production studios Fleet and Elevado.
“The traditional agency model was built around
campaigns, but the strongest brands today are building communities that exist well beyond a launch window,” Will Trowbridge, CEO of Saylor, told Agency Daily. “That’s where
Saylor and Mutiny are especially complementary. We’re bringing together expertise across entertainment, culture and gaming to help brands build active, engaged fandoms. We now have the strategic
resources to bring that vision to life at a much greater scale and across a broader range of industries.”
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Trowbridge will remain CEO of Saylor, overseeing all specialist brands.
Larratt-Smith, former Mutiny CEO, will become Chief Commercial Officer of Saylor, while managing the Mutiny team.
“Gaming has always understood something that the wider brand world is
increasingly waking up to, audiences don't want to simply be marketed to — they want to participate,” added Larratt-Smith. “Our player-first approach has given us a unique set of
capabilities and an exceptional understanding of how to connect with players and their communities. We can’t wait to take it to the next level and expand the new model to brands and non-endemic
industries.”
Founded in 2021, Saylor's brand work includes Hilton, Netflix, Paramount+, CarMax and Tubi.
Debuting the same year, Mutiny combines audience intelligence, creative
thinking, strategy and proprietary data to help publishers and brands connect with gaming communities. Mutiny has partnered with Call of Duty, Hasbro, Marvel and Twitch.