Maja Pawinska Sims 27 Apr 2020 // 3:19PM GMT
LONDON — Three former Racepoint Global senior executives have started their own technology specialist agency, Mixology, to work with purpose-driven brands in the agritech, wellness and smart living sectors.
The CEO of the new operation is Andrew Laxton (pictured, centre), who was latterly EVP and Europe managing director at Racepoint Global until last May. A former journalist, Laxton led MSL’s Asia operations and built PPR’s Asia business before selling it to Racepoint founder Larry Weber in 2010.
He is joined at Mixology by MD Jenna Keighley (left), who was an SVP at Racepoint Global in London until last summer and was also a board director at Nelson Bostock, along with Racepoint finance manager Chenal Frederick (right), who becomes COO of the new agency.
Laxton told PRovoke Media: “We planned the agency well before Covid-19, but it has reinforced our business model around purpose-driven technology sectors. Brands need to press re-set and tell completely different, honest stories about how they are making a positive contribution to society during recovery, and ‘solving not selling’.
He said the trio had decided to concentrate on the three sectors because they were “high-growth and transformative, and all underpinned by technology and purpose-driven outcomes,” including tackling the challenges of global food production, data-tracking technology to support health and mental wellness, and the growth connected devices in areas from energy to automotive.
Launch clients include an Asian multi-billion-dollar connected device company, for which Mixology is helping to plan its global expansion, to working with a new start-up to help it get its patient isolation device to frontline NHS health workers and carers to protect them from Covid-19 cross-infection.
Keighley said: “Since the start of the year, we’ve been working behind the scenes to help a number of companies to define their brand positioning and engagement strategies. We believe that our three focus areas offer the greatest potential for exciting, challenging and rewarding work.”
Mixology is developing a community of brand identity, web design and other creative experts. An affiliate network across EMEA, APAC and the Americas will give the agency the ability to deliver regional and global remits.
The new agency is already hiring consultants at all levels, and has joined the PRCA to get involved with its apprenticeship scheme. Frederick said: “Our aim has always been to establish the right agency culture, where people are empowered to do their best work, to think freely and operate flexibly. We want to partner with colleagues and clients who share the same values and our vision and we are looking forward to building our team of Mixologists in the coming months.”