About
Adirect-to-source
creativecompanythat
scalesforitspartners.
ABELbringsnolayers,noboundaries,andnod*ckheadstoeveryproject.
A direct-to-source
creative company
that scales
for it's partners.
ABEL brings no layers, no boundaries,
and no d*ckheads to every project
About
We’re a passionate bunch of humble creatives, strategists, writers, designers and producers. And having cut our teeth in some of the biggest and best agencies around the world, we went out and built something that did things differently.
ABEL is designed for how brands work today - collaborative, flexible, and scalable.
Which means no pointless meetings. No agency layers. Just insightful, sharp solutions that make way for great work.
Founded by Nicole Jauncey (née Hetherington) and Simon Fowler - a creative duo with 15+ years of award-winning work - ABEL was born from the desire to break free from traditional agency formats and connect their talents directly with the brands that need them – embedding into their business to get to stronger ideas, faster.
As a lean crew that scales by design, we shape the right team for every brief - drawing from a handpicked network of partners all driven by the same spirit: to be nimble, fearless, and ego-free.
Services
Research
Leverage AI-powered deep data analysis to quickly process vast and complex data, identify emerging cultural trends, behavioural shifts, and nuanced consumer insights that traditional methods often miss. Moving beyond surface-level analysis by combining human strategic thinking with the power of the latest AI tools.
Strategy
Every idea starts with a why. Strategy at Abel is about cutting through the noise with simple, single-minded thinking that answers the brief and sparks bigger cultural moments. From brand, to campaign and comms strategies, we have you covered.
Brand Dev
Our focus is on building the most impactful and enduring brand platforms that don't just look good, but pushes businesses forward. We see a platform as the something that connects the entire business from the inside out.
Copy + Design
We don't just design and write; we problem-solve through aesthetics and copy. We are constantly pushing boundaries to deliver work that disrupts and is instantly recognisable. We ensure all copy and design is a seamless extension of your brand's voice.
Production
We partner with the best production companies globally, handpicked for each project. ABEL leads the idea, then oversees every detail to make sure it lands exactly as intended. Seamless, high-calibre, and always true to the creative.
Campaign Dev
From film to earned media moments, our campaigns are untraditional, strategically sharp, and built to deliver impact. We focus on impact - ideas that land, move fast, and prove their value in culture and in results.
Ideasmovebetweenstrategy,
design,campaigns
andproduction.
Wherevertheyneedtolive.
Ideas move between
strategy,
design, campaigns
and production.
Wherever they need to live.
Clients
- RedBull
- JustEat
- Milkrun
- Saintly
- CannabisClinic
- WestfundHealthInsurance
- SBSBank
- Leadr
- Monsuta
- Beerfarm