Luxury travel specialist Black Tomato Group has merged two of its businesses to form a new creative agency called søster.
søster, meaning sister, has been created with a specific aim to “provide clients with a single cohesive, extensive service that combines strategy, creative and experiences”.
Headed up by managing director Alex James, it combines Studio Black Tomato (BT’s content, marketing and brand strategy arm) and Black Tomato Agency (BT’s group incentive travel and prize fulfilment division), with both teams now operating collectively as søster.
søster works with clients across travel, luxury and lifestyle, servicing brands who are “eager to use wanderlust as a vehicle to engage with high-net-worth, travel-curious and experience-led audiences”.
Services include strategic planning and insight to craft a brand’s positioning and engagement, production of creative content to support and deliver on marketing and communications, and design and delivery of brand experiences that drive audience engagement.
The agency has already established relationships with a portfolio of clients including brands such as Explore Charleston, MSC Cruises, One&Only, Saga, TWYN, Nu Skin and Virgin Limited Edition.
Black Tomato Co-Founder Matt Smith said: “We have been providing strategic, creative and experiential services to clients and partners for more than a decade via Studio Black Tomato and Black Tomato Agency, and to now be offering these specialisms in an integrated and relevant way under the søster brand is something we are all extremely excited about. We have listened to our clients’ challenges and needs over an extended period and observed an increasing demand for a much more joined-up, integrated approach to brand strategy, creative and brand experiences.”
James added: “It is extremely exciting to have this inter-connected team of experts from strategic, creative and experiential backgrounds combined to supercharge our unique proposition to our customers, and to ensure they deliver on their strategies into 2022 and beyond.”
Sabrina Godden, who has 15+ years of extensive expertise across design, branding, digital media and live experiences, leads the creative direction of søster. Based in London, Sabrina will drive the agency’s creative vision across all projects.
She said: “I believe inclusive teams shape inclusive workplaces. Equality has long been a significant matter within the creative and advertising space, and one which continues to require our industry-wide attention. Therefore, I’m immensely proud to be part of a strong and predominantly female leadership team at søster, where we stand at the forefront of the industry with such an innovative offering.”