Something™ Secures Investment from VGC Fund to Capitalise on Brands Targeting Millennial and Post-Millennial Audiences

Something™ has secured growth investment that will see the creative studio continue to challenge the way typical agencies work and be more forward-thinking.

Boutique M&A advisory firm Lazarus Consulting secured the funding from growth fund VGC Partners and serial marcoms investor and Alliance of Independent Agencies founder director Clive Mishon.

The investment was successful due to the strength of the independent studio's forward-thinking IP-focused model that allows brands to invest in - rather than own - culturally relevant content, experiences, and creative programmes.

Founded by Andrew Hewitt and Nick Hoskin in 2016, Something™ is a creative studio based out of London and Byron Bay. It delivers a range of creative solutions for brands focusing on millennial and post-millennial audiences who typically shun traditional advertising for marketing activations that enrich their cultures. 

From strategic purposeful rebrands to in-culture activations and documentaries, the studio's portfolio of projects spans global businesses of all sizes. Brand partners include household names from Diageo, Mondelez, and Tommy Hilfiger, alongside emerging specialist organisations, including Newson Health, Regeneration.VC and Culted.

The investment will be used to expand the team to scale its existing IP ventures, including TMRRW, its purpose-focused studio, and long-form original documentary titles through Something™ Originals. 

Something™ co-founder Andrew Hewitt says: "At Something™, we've swapped the traditional agency model for one that balances people, planet, and profit. We're a studio made up of community, entertainment, and an IP incubator. We've built Something to shape-shift alongside the future and needs of culture, not be held back by past industry incarnations and approaches".

Something™ co-founder Nick Hoskin says: "In VGC and Clive Mishon, we have the perfect combination. Clive has continually championed businesses like Something™, who are trying to do things differently, and VGC has a proven record for turbo-charging forward-thinking companies. We believe together we can open up a whole world of collaborations to benefit all."

Dan Rookwood, VGC operating partner and head of brand says: "At VGC, we back innovative media, tech, and consumer brands that move the world forward. This strategic investment in Something™ hits all three of our focus sectors in one." 

Something™ is a creative studio based out of London and Byron Bay, delivering a range of creative solutions for brands designed to enrich creative culture and make it more valuable for everyone. From documentaries to rebrands and experimental activations, the team embeds cultural insight and strategy at the heart of their work. See something.global for more information.