Unusual Group, a collective helping marketing and creative agencies scale sustainably, has announced new partnerships with Woya Digital, Yugen, Altitude, FridaySolved, TrinityHawk, and Giant Peach.
The partnerships represent the latest stage in Unusual Group’s strategy to reshape how independent agencies grow, operate, and compete in a fast-changing market.
A Strategic Model for Sustainable Growth
Unusual Group operates a partnership-based model that differs from traditional acquisition structures. By taking minority stakes, the group provides strategic guidance, operational systems, AI enablement, and shared infrastructure while allowing agency founders to retain full creative and operational independence.
This approach reflects shifting conditions across the marketing industry, where agencies are under pressure to strengthen their foundations, embrace emerging technologies, and scale responsibly to meet client expectations.
“We look for agencies with ambition and originality, then give them the strategic tools, operational support and future-facing insight they need to scale with confidence,” said Luke Tobin, CEO of Unusual Group. “It’s about building stronger businesses that can thrive in a fast-changing landscape.”
Structured Support for Partner Agencies
As part of the collective, partner agencies receive structured support designed to strengthen operations and drive long-term growth. This includes access to experienced board advisers, established operational frameworks, and AI integration initiatives that prepare agencies for technological change.
The model also encourages collaboration between founders, sharing expertise and insight across the network, while providing access to growth capital and shared infrastructure to support expansion.
Founders’ Perspectives
Steve O’Brien, CEO of Woya Digital, said: “This is a perfect partnership for our team and clients. Having Unusual Group on our board gives us structure, guidance and opportunities that strengthen every part of our SEO and Digital PR agency. It’s an exciting next chapter for us.”
Matthew C. Gough, Co-Founder of Yugen Agency, added: “Working with Unusual Group has opened doors we didn’t know existed. Removing the guesswork from big decisions—what to prioritise, how to scale, and how to plan for exit—has accelerated our growth more in six months than in the previous two years.”
Laura King-Berry, Co-Founder of Altitude Marketing, commented: “We’ve been working with Unusual Group since late 2023, and they’ve already added tremendous value. Having that fresh perspective from experienced founders has been exactly what we needed for our marketing strategy.”
For clients, the partnerships bring added strategic strength without disruption. Teams, pricing and services remain unchanged, while agencies now benefit from the backing of Unusual Group’s infrastructure and expertise.
For teams, the partnership model creates opportunities for professional development, collaboration and learning within a growing collective of ambitious agencies.
About Unusual Group
Unusual Group is a founder-first collective that helps marketing and creative agencies grow and scale without losing their independence. Through strategic partnerships, operational support, AI enablement and board-level expertise, Unusual Group empowers agencies to build sustainable, future-ready businesses that can thrive in an evolving industry.
Read more about Unusual Group - Rethinking the Agency Model, Luke Tobin’s Unusual Group Leads the Industry Reset
Media Contact:
Sabatina de Freitas
Unusual Group
+44 (0)2038 353637
www.unusualgroup.com
Original Source of the original story >> Unusual Group Expands with Six New Agency Partnerships
