British DJ and actor Idris Elba, who is known for his roles in TV shows like “Luther” and “The Wire,” and movies like American Gangster is set to venture into the world of advertising and content creation as he launches a new marketing agency in London. Teaming up with Marc Boyan, owner of the independent media group Miroma, Elba will co-found the new company focused on bringing the fun to advertising.
Elba and Boyan first discussed the possibility of working together while considering a bid to acquire Channel 4 during the government’s talk of privatization last year. The high profile star who has his own film and music brands, expressed his excitement about the new venture, stating that consumer-facing companies were increasingly seeking to occupy different areas — “a sports brand getting into music and music brands getting into fashion . . . and that needs guidance” according to the Financial Times.
He also said, “ consumers are so smart, now, they can smell the bullshit, they want to be sort of treated with integrity, they want to be represented. It’s hard for brands to navigate.”
The new business, named Silly Face, will emphasize the importance of diverse perspectives and cultural backgrounds.
Boyan, acknowledging the pressure on companies to address political, climate, and diversity issues, expressed the agency’s mission to provide a safe space for collaboration, saying, “When I walk into companies, people are slightly fearful. They do not know what change looks like going forward. We are building a safe place to get together.”
Boyan hinted at the possibility of the agency acquiring other businesses and producing its own content, such as short-form documentaries. Miroma already has a portfolio of marketing agencies, including production, digital marketing, and influencer marketing. In February, it acquired a majority stake in Buzz 16, a content company launched by footballer Gary Neville in 2016.
Miroma already has a few agencies under its control including in areas such as production, digital and influencer marketing. In February it acquired a majority stake in content company Buzz 16, which was launched in 2016 by footballer Gary Neville.
