Green Square advises Hometown on start up funded by StartJG

2nd April 2012

We’re delighted to announce the start-up of a new advertising agency, Hometown, funded by a 35% stake from world-class brand, design and retail environment agency, StartJG.

Hometown’s founders have deep experience across advertising and digital disciplines, having previously founded one of the UK’s most highly awarded digital agencies, Saint, as well as producing numerous above-the-line campaigns for some of the worlds best loved brands. Working with clients such as Guinness, Virgin Atlantic, Microsoft, Bacardi, Lloyds TSB and PlayStation has seen the team win awards across the board for creativity, innovation and effectiveness.

Hometown’s ambition is to build an agency defined by the people that work with it; its own team, its clients and the work it does – allowing the culture to develop along the way. This will be reflected in their approach to the work in creating joined-up-journeys, both with clients to define and craft the stories they tell, as well as with the audience who join them along the way.

The partnership with StartJG allows the new agency to work with clients delivering the whole consumer journey – from the development of brand identity and values, through to communication, engagement and environments.

Green Square acted as advisors to Hometown throughout the process.

Hometown commented:

David Gamble says of the launch: ‘Hometown is our opportunity to take our learnings from the last 17 years, start from scratch, listen to what clients want from a modern agency, and strip out the rest to form an agency built around their business, and ideas that genuinely affect people.’ Simon Labbett adds: ‘We also want Hometown to be the most interesting agency in London to work at, that’s the ambition. To have an amazing culture that’s defined by the people, and the work we do.’

StartJG commented: 

Mike Curtis, Start Group CEO says of the launch: ‘The team behind Hometown are proven agenda setters and they are on the threshold of doing so again. We look forward to a long and meaningful collaborative relationship. StartJG is delighted to be part of the team.’

Darren Whittingham Founder of Start JG adds: ‘We are terrifically excited to welcome Hometown to the StartJG family. Simon, David, Helen and Chris are extreme talents – their new school approach to advertising will be perfectly complimentary to our core Brand experience skills. Watch out world!’

Tony Walford, Green Square Partner commented:

It’s always exciting when we have new start-up agencies in the market, particularly those that are backed by well known and successful brands themselves. We wish Hometown and StartJG the very best in their new collaboration.