Ex-Wavemaker duo launches Incaloop, democratising big agency thinking

Lyndsay Broughton and Jake Mason both ex-Digital Planning Directors at Wavemaker have launched marketing agency,Incaloop.

Broughton formally headed up the digital media strategy for Danone Dairies, Waters and Early Life Nutrition sitting on Danone’s Digital Transformation board, whilst Mason led digital media strategy for Netflix and Kingfisher.

The pair left Wavemaker four years ago to travel from Peru to Alaska for 12 months and en-route developed Incaloop, a new breed of agency that is designed to democratise “big” agency thinking and talent for all.

Incaloop, which has been trading for three years as Rare Digital, re-branded this week in order to secure and legally protect the future of the agency. Over the past three years, Incaloop has secured clients such as Legal & General, Dun & Bradstreet and Hotpod Yoga.

 

“We have worked to create a new breed of agency, one that enables innovative businesses to develop and leverage distinctive brand assets that set them apart from the competition. We couple original thinking and imaginative design to create the unimaginable from the ground up,” said Lyndsay Broughton, Co-Founder and Director.

Incaloop, based on London’s Southbank, builds small agile teams of ex-agency Director-level talent via the Incaloop Collective. This enables Incaloop to punch above its weight, outmanoeuvring and outperforming larger agencies that have rigid team structures and talent allocations that are not always best suited to the brief.

“Clients are no longer asking agencies to simply plan and buy media, they want agency partners who understand their business objectives and can come up with, and execute on, ideas that solve their biggest business challenges,” said Jake Mason, Co-Founder and Director of Incaloop.

A full-service agency, Incaloop places strategy and creativity at the heart. Leveraging the Incaloop Collective enables the agency to solve problems and bring ideas to life quickly, enabling it to test, learn and iterate to get the best performance.

Incaloop’s larger clients are stepping away from the traditional agency mix and are instead in-housing core marketing functions that are complemented by nimble, cost-effective agencies that can deliver specific scopes of work when called upon, as opposed to draining hefty retainers.

“Incaloop have brought creativity, quality, and speed. Their work demonstrates a deep understanding of how our audiences think and feel, and they have helped us better capture and maintain their attention in a highly competitive landscape. Incaloop are a key component in our move towards in-housing,” said Adam Mowe, Head of Brand at Legal and General Investment Management.