Media leaders launch Newcastle digital agency based on human connection

A new digital and media agency based on human connection is launching in the North East today.

Bonded, based in Newcastle, has been founded by the former leaders of established media agencies with the aim of filling a “growing gap” in the market for more human connection between brands and their customers.

The agency has been founded by Steve Underwood, former managing partner of Dentsu, Kevin Sung, who was also part of Dentsu and WPP, Kevin McEwan, former director of Carat, and Dave Lucas, who managed Mediavest until 2011.

The founders say that digital technology and automation has diluted meaningful connections between brands and consumers, and aim to tackle this with their four-stage planning and measurement framework.

Steve Underwood commented: “The majority of industry narrative today is about the growth of tech and digital software capability such as automation.

“We’re at the cutting edge of these developments, however we value human connection way more.

“We are in a very competitive and crowded marketplace and our point of difference is the ability to use tech with a very human approach that achieves much more powerful results for clients.

“Ultimately organisations with strong connections have the power to change lives and that’s what we are here to achieve.”

Dave Lucas said: “In today’s media & digital world, clients value connecting with people they can trust – as well as their agility, knowledge and expertise.

“Bonded agency will deliver this and more, I’m excited to see how far we can go.”