Atomic Launches Social Creator Agency Supernova Following Talent and Brands Acquisition

(left-right: Tom Sneddon, Katy Sumption and Raf McDonnell)

Atomic London has announced the launch of social creator agency Supernova after acquiring celebrity and influencer business, Talent & Brands. The move marks a significant milestone in Atomic's plans to build its unique connected creative offering.

Set up in 2018, Talent & Brands quickly established a reputation for managing top-tier content creators and influencers, such as industry favourite Rob Mayhew and working with celebrity brand ambassadors, including Amanda Holden, Laura Whitmore, Big Zuu, and Professor Green. 

As part of Atomic, Supernova will fuse the best creator talent with best-in-class creativity to build brands in the creator economy. Supernova will be run by joint managing partners Raf McDonnell and Tom Sneddon. Raf is the founder of Talent & Brands following senior client roles at Coca-Cola, Amazon and EMI, and Tom was previously Head of Social & Influence at Good Relations (part of the VCCP Group) and Brand Lead at TikTok. Atomic London Social & Digital Executive Creative Director Katy Sumption will join the Supernova leadership team.

Tom Sneddon, managing partner – Supernova, said, “There is a huge disconnect between how brands think, and audiences behave across social media. By having creators at the heart of our process, Supernova is uniquely set up to bridge this divide – offering social first solutions that drive clear brand outcomes.”

Raf McDonnell, managing partner – Supernova and managing director - Talent & Brands, said, “Talent & Brands joining Atomic is a fantastic opportunity to enable more brands to work successfully with celebrity and creator talent. Talent & Brands will continue to manage and represent some of the most successful creators in the industry, and together with Supernova, we will be able to deliver impactful social-first solutions." 

Jon Goulding, Atomic CEO, said: “The launch of Supernova reflects a big shift in how clients’ need to build their brands for the creator economy. The acquisition of Talent & Brands represents a powerful synergy bringing together exceptional talent and creative expertise; having creator and talent management at the heart of the agency gives us a competitive edge.”