TUESDAY 13 JUL 2021 3:25 PM


The parent company of data-informed comms consultancy, Hard Numbers and youth marketing agency, Hype Collective, has rebranded to The Family, in an innovative industry move to help employees and external stakeholders to launch their own agencies.

The Family will look to launch new agencies across the business while also investing in micro agencies with less than five employees. Hype Collective launched in 2017 with a focus on youth marketing and three years later, the co-founders launched B2B communications agency Hard Numbers. The portfolio will expand throughout 2021 and 2022, with future plans to launch businesses in the professional services, creative and events sectors.

The name reflects family values to act as a supportive, helpful partner that will mentor upcoming industry talent looking to start or accelerate their own agency of expertise. Darryl Sparey, co-founder and managing director at Hard Numbers, says, “We are founders. We understand the challenges that agency founders face. And believe that we can help would-be founders to navigate the challenges of setting up on their own.”

The expansion works to boost the company as an employer that is ready and willing to invest in its employees, providing the support, advice and facilities for young people to succeed. Paul Stollery, co-founder and creative director at Hard Numbers and Hype Collective, says, “The creative industries are normally a brilliant and supportive place. But when you’re looking to start your own agency, it can be bloody lonely. It’s hard to find good support – both in terms of advice but also investment – unless you know someone who’s done it before.”

Through the success of both Hype Collective and Hard Numbers, the company has built a robust set of tools, skills and capabilities. Cash reserves from the portfolio will be reinvested into start-up agency founders and principal shareholders at micro-agencies. The Family aims to offer everything the founders wished for when starting out, says Simon Lucey, co-founder and managing director at Hype Collective.

For more information visit The Family.