Hook Creative Studio has launched as an independent agency, spearheaded by brothers Pat and Matt Langton, with Mike Allen as chairman.
Pat Langton is a creative and published author, previously a partner at MoP with Allen who went on to sell the agency in 2022.
Matt Langton has worked as a motion graphics designer in both Melbourne and London for the last 20 years, creating film for some of the worlds biggest brands. Together they’re aiming to redefine what an agency is.
Hook has been formed to make creative things that people actually want to engage with. It believes the industry has changed, people are literally paying not to see ads, so things have to change no matter what.
The agency plan to do this by collaborating with clients from start to finish, no ‘ta-da’ moments, more of a ‘that makes sense’ throughout the whole process.
Alongside the brothers, Hook is also being launched with industry figure Mike Allen coming on board as chairman.
Pat Langton, founder & chief creative guy, says the creative duo wanted to launch not just an agency, but a creative studio.
"The industry has changed and big agencies aren’t changing quick enough.The advertising landscape is more crowded than ever, so brands need to find creative ways to cut through the noise. Advertising isn’t just an ad anymore, it’s an experience, a book, a new product, or even a video game," he says.
“When you look at advertising as entertainment, it changes the way you talk to your audience. We want to bring a bit of fun back into advertising.
“Hook was an idea that I had published back in 2021, and I’ve applied the knowledge and principles from the book building it into a creative studio.”
Allen says the industry has changed so much since he started more than 35 years ago.
"Video is now what clients want. We’re bridging the gap between agency and production," he says.
Matt Langton, founder & chief moving image guy, says video is more important than ever and a lot of agencies are just not set up to deal with the TikTok generation.
"Hook is positioned to deal with this problem and provide clients with creative solutions across all mediums that suit all of their needs," says Langton.
In my experience the video trend isn’t going away, in fact it’s even more important than ever before. You just have to look at social media and see that video is king.”
Hook has put together a brand film to showcase its 2D/3D abilities in-house and even produced the song featured in the film. View the film here.
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