Serpenti Leaves Anomaly for New Venture

Gaston Serpenti has left Anomaly Amsterdam as Digital Creative Director to launch his own venture Serpenti & Company, a collaborative company that supports advertising agencies with digital brand work and also develops self-owned ‘microbrands’. He kicks off this week with a project at Dutch agency ACHTUNG!.

 
Serpenti has worked for Global and European clients such as Nike, Converse, KLM, Diageo and Heinz. He received international awards from Cannes Lions, Eurobest and Webby. Before his gig at Anomaly, Serpenti was Founder, Partner and Creative Director of Boondoggle Amsterdam for over five years. Leaving Anomaly was not an easy choice. Serpenti: "I leave an incredible network of talented people behind and an agency with clients that are amongst the best in the world. But in the end I missed the entrepreneurship and I wanted to focus on some new creative opportunities. The only way to make this happen was to free myself again.”
 

With Serpenti & Company, Serpenti is available as Freelance Creative Director for agencies that want to produce digital brand work in an integrated context. The company scales via a strong network of talent also providing support on larger projects.

According to Serpenti, the new offering has been created to fill a growing gap in the market. "There is a great need in the market for digital brand thinkers who can build bridges. People that create digital minded work which is strongly intertwined with the brand, generates PR value and works in a complete ecosystem of storytelling. I will offer my expertise to meet those needs."

In addition to this, Serpenti sees another strong development in the market: one of innovation, lean start-ups and product and service thinking. Ideas that have long term added value. "I strongly believe this thinking is increasingly merging with campaign development for brands. That’s why Serpenti & Company will also be a breeding ground for new ideas and experiments that will be developed in a lean start-up way. I like to call these experiments ‘microbrands’. Small and innovative companies, which make a profit right from the start and solve problems within the creative domain. They also help me to continuously generate learnings and improve the creative methods I use for my clients.”