Jani Guest launches new production company

Above [clockwise from top left]: Natalie Blass, Head of New Business; Chris Barrett; Verity White, Joint Managing Directors for Commercials; Wendy Robbins, Creative Executive for Documentary & Audio; Debbie Mason, President of TV & Film; Jani Guest, CEO; Gloria Abramoff, Managing Director for Documentary & Audio; and Jamie Jessop, Chief Operating Officer.

Creators Inc. will be backed by Vala Capital, the investment fund that founded 10% For the Ocean, a charitable organisation set up to be a superfund for all oceanic sustainability charities, and Creators Inc. is positioning itself to be a force for good within the media landscape, planning to use its platforms to make content that’s rooted in positive social impact.

If you look at the amount of content that's out there now, and the avenues there are for that content to exist, there are some amazing opportunities.

“In our purest form, we are here to support our talent in telling authentic human stories, be it in advertising or long form," said Guest. "On a personal note, it’s always been incredibly important to me to create content that can inform and uplift the viewer and have a positive social impact. Having been raised in a heritage that places kindness and compassion at the root of all thought and action, Vala’s mission and efforts feel so aligned to our company ethos to have purpose and to make a difference."

"Jani and I have worked together since 1995, and always worked together very well, and it's exciting that we've expanded into film and television more, and it has excited our directors as well," added White. "This helps us when we're working with them because they have a new lease of life. It's an incredible opportunity and we're all super-excited. If you look at the amount of content that's out there now, and the avenues there are for that content to exist, there are some amazing opportunities."

There’s never been a more exciting time to launch a production company.

“I can’t wait to get going," said Barrett. "Global pandemic aside, there’s never been a more exciting time to launch a production company. Lines are blurring across all media, but with Creators Inc.’s structure we can build and grow our directors dynamically whilst also making a mark on culture, both within and beyond the advertising space.”

A number of scripted film and TV projects are already in development with directors both on and off the inaugural roster, but the first content set to launch from Creators Inc. will be in the form of a podcast. Hosted by Sir Craig Oliver, the former Director of Politics and Communications for David Cameron, on each episode of Desperately Seeking Wisdom listeners will hear Oliver talk to pre-eminent personalities about turbulent times they’ve lived through, how they found resolve and healed themselves. TV documentary projects are also in development, including one with the historian Sir Anthony Seldon, in which he takes high profile guests on meaningful walks to explore the forces that have shaped their lives.

Social impact, changing policies, telling stories that are really going to influence viewers, stories that go beyond just the broadcast, is something we're proactively going for, particularly in the Documentary & Audio division.

Speaking about the formation of the new company, Guest added: "It really goes back to the aspiration and the necessity to push into long form content. It is incredibly difficult to do unless one has a very experienced team. The advertising world gives everyone great opportunities to create fantastic work, and it teaches us how to produce work that reaches, resonates and communicates with the viewer, and that is a great learning. To be able to take that skillset and migrate it into areas where there is opportunity to make social impact is something we're already developing, particularly in the Documentary & Audio division"