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Something Creative Partners with Spin Class Community Apex

10/06/2020
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New creative agency launches with British start-up to rival Peloton as first client

East London director-producer partners Meldrum Dent are today announcing the launch of their creative agency, Something Creative. The launch coincides with the news that Something Creative will be the lead production partner for the online spin class community, Apex. 

Something Creative will be responsible for all workout class content and the daily live workouts when Apex launches this summer.  

Apex’s co-founders Simon Cook and Charlie Lucas added: “We were impressed by Something Creative’s concepting and the unique visual identity they are bringing to Apex. Their ability to grasp our vision and deliver it, has taken our live class offering to new levels for launch.” 

Something Creative will be supported by London-based spin studio Boom Cycle, with founder Hilary Rowland leading on the programming for Apex, with her team of instructors becoming the face of the content bank and daily live workout classes.

Following respective stints at online publishing giants UNILAD and LADbible, Meldrum Dent launched two years ago. Stu Meldrum and Chris Dent will be joined by Paul McNicholl as a fellow co-founder of Something Creative. Paul has over ten years’ experience agency-side working across FMCG and sports accounts.

Something Creative’s client portfolio will include petcare brand Itch, skincare brand Carbon Theory and educational computing company Kano, alongside Apex at launch. 

On the launch of Something Creative, Meldrum stated, “During these challenging times, we have worked harder to define our offering and what we want to stand for as Something Creative. We have adopted a direct-to-founder strategy – working with businesses and organisations at the same stage of their journey as us.” 

Dent added, “We believe our blend of publisher and agency experience offers something unique for clients. Stu and I’s time at LADbible and UNILAD respectively, gives us an edge for understanding how to beat the scroll war. Paul joining us increases our understanding of platforms and activation, as the lines between marketing disciplines continue to blur.”  

Meldrum Dent will continue to operate working with agency partners, publishers and brands, offering video production services for the likes of Blackbridge Communications, Nonsense, COPA 90 and William Hill. 


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