Lynsey Atkin thrived at 4Creative, where she was executive creative director for five years. She had spent three years as a creative director at Havas London. But after just four months, she left McCann London in February this year. Now she has teamed up with Chris Watling, managing director and executive producer of Somesuch (former head of production at Droga5 London and managing director of BBH’s Black Sheep Studios), and Rebecca Lewis, brand and partnerships director at Gordon Ramsay Brand (and previous managing director of Droga5 London), to launch a new creative business, Baby Teeth.

The trio is backed by Anthony Freedman’s entertainment and communications group, Common Interest – that has also just bought 51% of global experience agency, Amplify.

Freedman wrote on LinkedIn:

Common Interest was conceived with the vision of bringing together the world’s best brands, businesses and brains.
We set out to buy best-in-class companies.
And to back and build new ventures when that made more sense.
Because sometimes there would be a business that didn’t exist, but very much needed to.
And Baby Teeth is one such example.
A company squarely at the centre of communications and entertainment.
Working with brands, talent and IP.
Creating powerful connections with audiences.
And accelerating growth in brand and business.
Dreamt up by founders with a proven track record across brand, broadcast, entertainment, talent and production.

Baby Teeth will span film, content, brand partnerships and intellectual property. It will work with brands as well as working directly with talent and entertainment properties.

Cover image l-r: Rebecca Lewis, Lynsey Atkin, Chris Watling