Laura Pace and David Heron have launched The Curiosity Collective, a group of three agencies that they say offers an alternative to agency networks owned by private equity (PE) firms.
Pace is CEO and Heron a director of the new group, which brings together B2B events agency Yellow Fish, brand and marketing strategy agency Blue Panda, and Untold, a newly launched consumer experiential agency.
PE-backed agency groups are owned by private equity investors, who buy agencies with the aim of growing them and selling at a profit. The Curiosity Collective says brands are looking for more agile specialists than these larger structures offer, and that its model gives clients direct access to senior leaders and removes competing profit-and-loss targets between agencies.
Untold will be led by managing director Ellen Robinson, who has 13 years' marketing experience on brands including Guinness, Smirnoff, Buffalo Trace and Nintendo. Jay Davis will join as strategy lead, with experience working with Netflix, TikTok, Peroni and Qatar Airways. Katie Collins, who has more than 11 years' experience in advertising, content and experiential design, is creative director.
Janine Hart will assume the role of managing director of Yellow Fish's international B2B business events and incentives offering, while Sarah Pick will continue to lead Blue Panda. Jess Charles, previously at Wonder and The Black Tomato Agency, will join as COO to oversee work across the agencies.
Since Pace acquired Yellow Fish in 2021, the group's turnover has grown by 525 per cent, from £1.84m to £11.5m in 2025. It is on track for £13m this year, has 42 staff, expects to reach 50 by year-end, and is targeting £20m in 2027. It is based in London and Brighton, with a newly registered US business, and says it is open to acquiring agencies that fit its model.
Clients include Mazda, Geely, LVMH, NuSkin, Sophos, Samsung, Profound, CDW, Ford MS-RT and Currys.
"Brands want independent, creative thinking. We're proud to be the people they need around the table," said Pace. "The Curiosity Collective brings together focused agencies and gives brands direct access to senior talent, while retaining the independence and entrepreneurial thinking that makes those businesses distinctive."
Heron said: "We're combining some of the sharpest minds in strategy, live events, brand building, and experiential design to do things differently, bringing the specialists together around the challenge."
More information is at curiositycollectivegroup.com
