Run Deep Takes Brands to the Heart of Fan Cultures

Run Deep, the specialist creative and strategy agency founded by M&C Saatchi Sport & Entertainment’s former managing directors Rich Barker and Jodie Fullagar launches today with investment and backing from Mother Family. 

In a world where cultural credibility is brand currency, Run Deep exists to help brands unlock the power and influence of fans by taking them into the heart of the cultures surrounding entertainment, sport and other fan spaces.

Commenting on Run Deep, founders Jodie and Rich said, “We’ve built Run Deep for a new era of fan culture; shaped by the scale and diversity of the new ‘fan multiverse’, the fan-led ecosystem that drives it, and the opportunities there are for brands to be part of it. 

“This requires a new agency model, combining fan-centric creative development, with representative storytelling that speaks to the true values of the communities and a commitment to social progress. In this new era, performative playbooks won’t cut it. Brands must run deep to embed and shape culture.

“In Mother, we have found a partner who shares our mission to make culturally authentic work, delivered with creative excellence.”

At the heart of the agency’s offer is STAN. a fan insights and campaign development platform. Fans aren’t the gen-pop, and fan spaces have their own codes, cultures and behaviours that are constantly shifting and changing. STAN. gives real fans a voice in all stages of the creative process alongside an established network of cultural contributors and social progress experts.

Michael Wall, global CEO of Mother said, "By welcoming Run Deep into the Mother Family, we're unlocking new creative avenues. Jodie and Rich have a stellar reputation for delivering impactful campaigns that put brands into the heart of sport and entertainment. Run Deep is a new type of agency for a new era, and alongside their team, they’re set to bring brand voices into genuine fan cultures.”

The agency launches with two clients from the sporting world, details will be announced in due course.