As agency consolidation continues and brands demand both specialist expertise and increasingly integrated solutions, independent agency leaders Laura Pace, CEO, and David Heron, Director, have launched The Curiosity Collective – a new model designed to combine the breadth of a group with the specialist expertise and senior access of independent agencies.- The group brings together B2B events agency Yellow Fish, brand and marketing strategy shop Blue Panda, and the newly launched consumer experiential agency, Untold, led by senior hires Ellen Robinson, Jay Davis, and Katie Collins.
- Since Pace acquired Yellow Fish in 2021, the group has delivered over 500% revenue growth, scaling to 42 employees and tracking toward £13m in turnover this year.
- Operating via UK and new US hubs, the group works with global brands including LVMH, Samsung, and Mazda.
As global brands increasingly reject the rigid structures of traditional, private-equity-backed holding companies in search of agile expertise, independent agency leaders Laura Pace, CEO, and David Heron, Director, have launched The Curiosity Collective. Designed to deliver integrated creative services without the red tape, the new group brings sector-specialist agencies together under one roof to tackle complex, multi-channel campaigns. The structure guarantees direct client access to senior leadership, eliminates competing agency P&Ls, and allows for the instant creation of bespoke teams tailored to any brief.
The collective brings together established B2B events agency Yellow Fish and brand and marketing strategy shop Blue Panda, alongside newly launched consumer experiential agency Untold. The launch of Untold capitalises on a major industry shift: as audiences increasingly engage less and less with traditional advertising, immersive, real-world brand experiences have become the most critical channel for driving genuine engagement. Backed by high-profile senior leadership appointments, this structure allows all three businesses to retain their specialist identities while collaborating fluidly.
Assembling an Expert Powerhouse
At the heart of the launch is a significant investment in top-tier industry talent, uniting proven leaders across experiential, event management, B2B strategy, and creative execution.
Untold enters the market with a focus on creating brand experiences that people genuinely want to be part of. Leading the new agency is Ellen Robinson, who joins as Managing Director, bringing 13 years of marketing experience and a track record spanning strategy, creative, and execution for brands including Guinness, Smirnoff, Buffalo Trace and Nintendo. “I’ve always believed the most powerful brand moments are the ones that make people feel something, not just see something. UNTOLD gives us the opportunity to create experiences that people actively choose to be part of, and that stay with them long after the moment is over,” said Robinson.
She is joined by Strategy Lead Jay Davis, who brings deep cultural insight and experience design credentials, having worked with global brands including Netflix, TikTok, Peroni, and Qatar Airways in previous roles. Rounding out the Untold leadership is award-winning Creative Director Katie Collins, who brings over 11 years of experience spanning advertising, content, and experiential design.
Janine Hart joins as Managing Director of Yellow Fish’s global B2B business events and incentives offering. “Our clients don’t have to choose between niche expertise and an integrated agency approach,” noted Hart. “Each business has the depth to stand on its own, but when the brief calls for it, we come together as one collective to challenge the expected and create work that stands out.” She joins alongside Sarah Pick, who continues to lead Blue Panda.
Anchoring operational delivery across the entire collective is COO Jess Charles. Bringing a strong industry reputation from her senior tenures at Wonder and The Black Tomato Agency, Charles will oversee cross-agency integration and fluid execution for multi-million-pound global activations.
A New Benchmark for Independent Growth
The creation of the collective marks a major milestone for Pace and Heron, who partnered to restructure and scale the business into an integrated ecosystem. Since Pace acquired Yellow Fish in 2021, the group has grown turnover by 525% (from £1.84m to £11.5m in 2025), expanding its team to 42 employees (projected to reach 50 by year-end) and tracking toward £13 million in combined revenue this year.
Operating globally with a presence in London, Brighton, and a newly registered US business, the collective works with global brands including Mazda, Geely, LVMH, NuSkin, Sophos, Samsung, Profound, CDW, Ford MS-RT, and Currys. With a combined revenue target of £20 million for 2027, the group’s growth strategy remains focused on securing top-tier talent, alongside remaining open to strategic agency acquisitions that complement their specialist model and culture.
Laura Pace, CEO of The Curiosity Collective shared: “Brands want independent, creative thinking – we’re proud to be the people they need around the table. The Curiosity Collective brings together focused agencies and gives brands direct access to senior talent, while retaining the independence and entrepreneurial thinking that makes those businesses distinctive. Untold is the next step in that vision bringing strategy, creativity, and live experience together to deliver impact. “
David Heron, Director of The Curiosity Collective, added: “We’re combining some of the sharpest minds in strategy, live events, brand building, and experiential design to do things differently, bringing the specialists together around the challenge. This gives us the flexibility to tackle everything from B2B brand and events to consumer experiential without losing our expertise and creativity.”
To learn more about the Curiosity Collective, visit: curiositycollectivegroup.com
