On Thursday, 30 January Charlie Makin and Rob Thurner launched Burn The Sky, a full-service mobile and connected agency, which designs and executes strategies that help brands connect with consumers in the multi-screen world.
Backed by EDC Communications, the parent group of DARE, Elvis, Identica and Citizen, Burn The Sky offers a suite of services to help marketers tackle the issues in a world where consumers increasingly communicate via different technologies, ranging from smart phones to tablets to connected TVs.
Charlie Makin, managing partner, said “Consumers are significantly ahead of brands in the mobile space. For such an important platform, levels of investment are still low. It's complex, companies need to make some major decision that affect every aspect of their business. Our aim is to simplify the process, avoid jargon and create solutions that help brands communicate on every device.”
In addition to winning its own clients, Burn the Sky will work with EDC agencies to develop mobile and multi-screen solutions. Current EDC Group clients include Bacardi, Barclays, BMW, Coca Cola, Ferrero, Honda, Mondalez, PepsiCo, Post Office, P&G, Sainsbury’s and Sky.
Burn The Sky has a unique management team: Rob Thurner is one of the UK’s most experienced mobile consultants and was a founder of a pure-play mobile technology business. Charlie Makin was a founder and chief strategy officer for media independent BLM. Since he sold the agency to Havas, Charlie has worked with mobile and tech start ups; he is also a director of Capablue, one of the leading connected TV technology businesses.
Rob Thurner, managing partner, adds: “Mobile marketing is more than a one-off app or website, it’s multi-dimensional and should involve many parts of a business. We start by understanding how consumers behave with technology and build solutions from this insight.”
Burn The Sky services include insight and strategy to creative development and technical build, either developed in-house or in partnership with best-in-class mobile and connected TV specialists.
Traffic driving through mobile search, advertising, social and messaging are also central to the offer, along with the integration of mobile with all other marketing channels.
Paul Hammersley, group chief executive of EDC Communications, says: “One of the reasons why client investment in mobile has lagged behind consumer behaviour is the weakness in the mobile agency eco-system. With Burn The Sky EDC can start to correct that and accelerate our group expertise in this area to the advantage of our current and future clients."