Creative boutique offers
an alternative to brands looking for new ways to create content.

NEW YORK CITY—Seeking to provide brands with an
alternative to the traditional agency model, former Ogilvy & Mather
Executive Creative Director Tommy Henvey and Executive Producer Patti McConnell
have launched Something Different. The new creative marketing boutique will
leverage a lean and flexible business structure to provide brands with the
thing that agencies do well—produce great creative—while avoiding pitfalls that
cause work to bog down and cost too much.
 “Clients are looking
for a different way to get things done, that’s why there are a billion new places
popping up, trying to figure out the best way to do it.  We figured a billion and one might be the
magic number,” says Henvey. “The process of making things today can be tedious.
Our plan is to make it smoother, more efficient and more fun.”

Patti McConnell and Tommy Henvey
Henvey and McConnell want to eliminate the over-staffing and
layers of bureaucracy that often hinder the process. Their strategy is to
assemble creative, production and planning teams on an assignment basis and
work with clients more intimately and directly. “We’ll bring in the right
people at the right time,” Henvey observes. “If we need a planner, we’ll pull
in a great planner. If we need a designer, we’ll hire a designer who has the right
head for what the project needs.”
McConnell adds that they want to re-establish a trust and a
sense of partnership that has been lost as the business has evolved. “Clients
want to sit across the table from people they like and feel comfortable
collaborating with,” she says. “They want to work with people who allow them to
have a voice in their advertising and branding, and who respect their voice.”
Henvey and McConnell bring plenty of experience with major
brands. During eight years at Ogilvy, Henvey ran such accounts as Time Warner
Cable, Kraft, NASCAR and Citizens Bank. His resume also includes GCD roles at
mcgarrybowen, Young & Rubicam and BBDO. McConnell’s tenure at Ogilvy began
in 2001 and included work for Coca-Cola, Qualcomm and American Express. Her
earlier background included producing for J. Walter Thompson, BBDO and
Off to a running start, Something Different has been engaged
by Hewlett Packard Enterprise for a long term assignment. Several other
projects with nationally recognized brands are in the pipeline.
Henvey says that Something Different’s elastic structure allows
them the freedom to take on diverse projects and explore new avenues.  “Today, there are so many ways to tell great
stories,” he observes. “The reality is, being built like this, we’re capable of
making anything; TV spots, web series and any other type of content. We get a
bunch of really smart people in a room and we make stuff. What could be cooler
than that?”
McConnell says that she and Henvey hope not only to develop
a better way for brands to produce content, but also to rekindle what they’ve
always loved about this business. “We love to make things,” she notes. “When
clients get in the bunker with us, they can count on us being brutally honest,
probably cursing too much and getting it done right….”
Different is located in Brooklyn, New York. For more information, call 929-324-3030
or visit  
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