Mark Boyd, the former head of content at ad agency BBH, and Mark Eaves, most recently MD of PHD content division Drum PHD, have joined together to create a content creation company, Gravity Road.
The company will develop new types of entertainment properties, including non-fiction content, with a focus on the evolving needs of advertisers, broadcasters and platform owners.
“We launched Gravity Road as a reaction to clients who wanted bigger, longer term ideas built around quality content that has clear purpose,” said Boyd.
The start-up will work on independent projects, with a focus on the interplay between social entertainment and broadcast TV, and with brand partners, where Gravity Road will develop ideas and platforms to address the client’s needs. The partners say the new company will function more as a creative studio as opposed to an agency.
Mark Eaves added, “Both advertisers and entertainment providers need to possess a whole new suite of creative assets that can work seamlessly with connected audiences. Gravity Road is aimed squarely at this need.”