Redmandarin Opens Sister Activation Agency

Strategic sponsorship consultancy Redmandarin has officially opened its sister agency, Beyond Red, which will deliver sponsorship activation under the management of industry veteran, Barnett Fletcher.

According to Shaun Whatling, CEO of Redmandarin, the two agencies will have separate staff with little overlap, “because strategic consultancy and activation are different businesses, requiring different skill sets”.

Barnett Fletcher, the founder of experiential network Momentum Worldwide, commented: “I’ve been looking for a number of years for the right partners in the sponsorship arena with a far more upstream approach – and in Shaun, David and Nick, I’ve found them. I’m excited about three things: firstly, Beyond Red will access a higher level of creative, because our insight will be based on scientifically validated psychological principles.

“Secondly, we’ll be offering more efficient, more cost-effective activation, partly thanks to our collective expertise but partly also because we’ll be working directly with specialist suppliers, and short-circuiting the production chains used by the larger network agencies.

“And thirdly, because we’ll be setting ourselves extremely high production standards, with rigorous ROI (return on involvement) criteria and direct partner-level accountability for every client/project. Nothing really new, just better.”

The agency already has some owned IP, concepts developed by Redmandarin over the years, which it will look to monetise; and early plans for an initial presence around Rugby World Cup later this year.