Former Oystercatchers partner Angus Crowther launches rival intermediary

Alchemists: Crowther, Small and Komanicky
Alchemists: Crowther, Small and Komanicky

It will not charge agencies pitch or membership fees.

Angus Crowther, previously a managing partner at Oystercatchers, has teamed up with former colleague Vlad Komanicky for the launch of an intermediary consultancy service called Alchemists.

The consultancy differentiates from its competitors in that it does not charge pitch or membership fees to agencies in order to ensure the transparency and integrity of the pitch process. Instead, Alchemists will charge clients for the process. It will also refuse to conduct pitches over Christmas, bank holidays or half term in an attempt to make the service more suitable to modern working life.

Alchemists claims to provide three specialist offerings: agency pitch and performance; production and in-housing; and marketing, advisory and commercial services.

Crowther and Komanicky left Oystercatchers last year at the end of an earn-out period following its sale to Centaur Media. Crowther spent nine years at Oystercatchers, having previously worked agency side. He will be responsible for managing pitches and agency performance at Alchemists.

Before Oystercatchers, Komanicky held senior client roles at Mars, the Royal Bank of Scotland and Vodafone. At Alchemists, he will be responsible for overseeing production, in-housing and marketing, advisory and commercial services. They are joined by Tilly Small, head of projects and data.

Crowther said: "We asked senior agency heads and clients to help us develop our business’ proposition and the findings included: compete transparency, independence and objectivity during the pitch – and at speed. Alchemists work with consultants, brands and agencies, and we can flex business capabilities to find the right solution for business problems."

Komanicky added: "The existing consultancy and advisory business models need to refocus to an approach that drives clear outcomes. Commerciality is critical within our process, as is human interaction. We will deliver small- and large-scale consultancy projects, which help clients deliver key change initiatives quickly while removing potential risks from choosing unsuitable partners."

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