Creative heavyweights join forces to launch Princess

Four senior creative leaders have launched Princess – A Creative Company – with a remit to help brands “break their categories” or create entirely new ones in pursuit of growth.

The venture is founded by creative partners Beth O’Brien, Sam Dickson and Cameron Bell, alongside managing director Jonny Berger. The team brings decades of combined experience from the likes of Droga5 New York, The Monkeys, CHEP Network, Clemenger BBDO, Colenso, R/GA and M&C Saatchi.

“Our favourite work – the stuff that was original, emotional and effective – was always work that broke the category it lived in,” Dickson said. “Difference is the only way forward. If you stick to that, you create work that makes everything else feel out of date.”

The founders’ combined portfolio includes major industry honours such as a Dan Wieden Titanium Grand Prix, a Global Grand Effie, a multiple Grand Prix awards. More importantly, they say, the work has delivered sustained business growth for clients.

Princess is launching with three creative founders and a deliberate departure from the traditional agency model, which Berger said enables creativity at speed.

O’Brien added that calling the business a “creative company” reflects its intent to work in “any format, any medium, any space the creative solution needs – from a film to a product to something the world’s never seen before”.

Foundation clients include superannuation fund MLC, with the company signalling ambitions to broaden creativity’s impact beyond conventional channels.