Creative Production

adam&eveDDB launches cain&abel worldwide, merging its two content and production powerhouses, cain&abel and Gutenberg Global

Decoupling : Recoupling

“A decade of decoupling production from agencies has brought with it a great investment in tech, but also an obsession with low-cost solutions” Claire Bowers

The new, combined operation will be rolled out under the cain&abel brand, and its leadership team will report directly to adam&eveDDB’s joint CEOs, Tammy Einav and Mat Goff.

cain&abel launched as the in-house content division of adam&eveDDB in 2013, and now works with 95% of the agency’s clients. Gutenberg Global was born out of DDB in 2009 and has evolved to offer global production solutions to both adam&eveDDB and direct clients.

The relaunched cain&abel combines both operations into a single, creative production offering, built across five core service areas – content creation, global solutions, direct response, production and on-site services. cain&abel has been designed to work to the London agency’s famously high creative standards and will bring a personal approach to delivering emotion at scale and in context.

Mat Goff said: “We are bringing these two highly successful units together to super-charge the offering to clients. Claire, Gary and the team have built a business that puts people first right through the process. It means that wherever in the world our client’s consumers are, they will experience the brand and the message in the best possible way. And it means our clients, both global and in market, get a brilliant, personal service they can trust and rely on.

Claire Bowers will be Managing Director of the new-look cain&abel, having held the same role at Gutenberg Global since 2018. Claire has built her career on international business and has lived in Asia, Africa and as well as Europe, contributing to her huge respect for cultural differences and nuances.

Bowers say that “A decade of decoupling production from agencies has brought with it a great investment in tech, but also an obsession with low-cost solutions. This has led our part of the industry to be a space of siloed thinking, lacking in authenticity and watered-down, lowest common-denominator creative work. Our personal approach to creating and delivering great work will be a breath of fresh air to clients who want better solutions built and deployed in a more personal way”.

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The leadership team also includes Gary Whipps, Chief Operations Officer, having held from the same role at Gutenberg since 2018.

Whipps added  “We are excited by the opportunity to unite two of the group’s most successful and impressive companies under one brand. Our heritage of working with lead creative agencies, coupled with our ability to bring those high standards to our own creative executions, ensures that cain&abel are perfectly positioned to help simplify the ever-increasing complexity of content that brands need to create, for an ever-growing number of channels to be served.”