Bloke’s ex-managing partner, Matt Daunt, ex-creative partner, Tim Bloore and ex-creative partner, Mike O’Rourke, have begun a new full service marketing, media and creative agency, The Certainty Principle.

The three founding partners have become chief executive officer (Daunt), innovations director (Bloore) and executive creative director (O’Rourke). The agency has identified the opportunity in being a more cost effective and agile agency. It will be backed by its founders’ collective experience at top agencies like BWM, DDB, M&C Saatchi and McCann.

Matt Daunt commented, “Today’s marketer, no matter what size of business they work for, are under immense pressure to deliver results which in most cases is sales, but are operating in a saturated and splintered media environment. They are being called on to produce more assets than ever before without any real certainty they are actually working.”

To make good on its promise to give greater visibility on campaign performance, The Certainty Principle has developed a proprietary dashboard which provides real time data analytics of a client’s activity across all media channels. It can be overlaid with a company’s lead generation and sales data to give marketers full visibility on creative effectiveness.

Daunt added, “The Certainty Principle sits alongside the marketing department and works in partnership with them to create distinctive, visible and memorable campaigns that are both cost effective and whose impact and success is based on evidence. We are bringing more scientific rigour to creative development and to all sized businesses. This level of accountability should not be the preserve of only the big marketing players.”

The agency lives in Chippendale and is already working with foundation clients, Bang & Olufsen, CoCo Joy, Australian National Maritime Museum, Connect Hearing and Telstra SNP Monitoring.