Sammy Andrews launches Deviate Digital

British digital exec Sammy Andrews has launched a 360 creative digital service agency Deviate Digital, in partnership with Tileyard Studios co-founder Paul Kempe.

Andrews will step back from her day to day role as director at data and analytics firm, Entertainment Intelligence (EI), where she remains a non-executive director on the board.

The core team at Deviate include Andrews’ former Cooking Vinyl colleagues Rose Lawrence as Creative Director and Chris Oygarden as Director of Digital Marketing.

Based in London, the agency will offer social marketing campaigns, media buying, fan base establishment and engagement, streaming strategies, asset creation and full digital strategy advisory, as well as training days and high level advisory to small and large organisations.

Said Andrews: “To have such an incredible array of talent at our core straight out the doors is a wonderful place to start this new adventure.

“We have also started a collective network of some of the world’s most dynamic and forward thinking companies to ensure our clients have access the very best technological advancements in all areas, ranging from blockchain to virtual reality/augmented reality and data insights.

 “Deviate is not your standard agency. We feel now is the time to push the limits of innovation and convention with this new venture.”

sammy andrews, deviate digital

 “Deviate is not your standard agency. We feel now is the time to push the limits of innovation and convention with this new venture.

“Whilst we’ll use tried and tested methods that work, what really excites me is the ability to go beyond that, to dare to look past the norm and provide industry leading digital advisory to the entertainment industry and beyond.”

Along with several in-house roles over the years at 19 Entertainment and Cooking Vinyl, Andrews has worked with artists including Annie Lennox, Billy Bragg, The Prodigy, start-ups, managers, labels, DSPs and PROs as well as non-music projects with the likes of The Beckham Estate, Honda, Comic Relief and the United Nations.

On departing Entertainment Intelligence, Andrews added: “I’m very proud of the industry leading products we built at EI and will continue to use and promote that incredible technology via our work at Deviate.

“However, during that process, it became clear to me that whilst so many people can access incredible insights from data, they need solutions and assistance to make that data actionable. 

“We’re going to change that at Deviate and are already working with some of the world’s most inspiring labels, artists, managers and live events in digital marketing and digital strategy.

“We want to show the industry how to both access and then how to action their data insights to maximise every opportunity.”

Music Business Worldwide

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