Idris Elba is the co-founder of a new marketing agency called SillyFace

Joining with Miroma Group’s Marc Boyan, Elba is going to push for fun brand-building.

15 June 2023

From Ryan Reynolds to Donald Glover, the creative industry is awash with stars who have turned their sights to founding agencies and to creative direction. The latest to join the fray is Idris Elba. SillyFace is a brand new marketing and content agency that will focus on bringing “cultural value” to campaigns, as well as encouraging a more creative, joyful approach to marketing. Elba is undertaking the venture with the founder of marketing company Miroma Group, Marc Boyan.

Something SillyFace wants to tackle is the sense of “purpose-fatigue” that currently exists for many customers, making it harder for brands to grab audiences’ attention. In order to carve new perspectives, the agency will attempt to shake up the pressurised aspect of marketing.

“I’m at my creative best when I am relaxed, not anxious or considering all the ‘what ifs’. However, this isn’t always the atmosphere that creatives are faced with when brand building,” says Elba. “We want more voices, more views and open, mutually respected ideation. This new venture will give me the ability to create powerful marketing campaigns. Campaigns that will truly resonate and engage with the people I want to connect with. It will also allow me to share my knowledge and experience with other brands and co-create campaigns we’re all proud of.”

Elba has experience working across brand campaigns in the past with the likes of Gucci, Christian Louboutin and Tanqueray; more recently he developed the wellbeing brand S’Able with Sabrina Elba.

“SillyFace has been created to lean into culture and new global trends, offering a fun environment to get creative rather than be afraid,” says Boyan. “Idris and I are both from underrepresented backgrounds and we see the world a little differently. We’re aiming to bring our thinking to brands to give people a voice and share stories that resonate with the consumer, whilst keeping the brand safe from criticism.”

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About the Author

Liz Gorny

Liz (she/they) joined It’s Nice That as news writer in December 2021. After graduating from the University of Bristol, they worked freelance, writing for independent publications such as Little White Lies, Indie magazine and design studio Evermade.

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