AnalogFolk invests in newly-launched content production Untold Fable

Teddy Cambosa - February 2, 2021

Singapore – Global creative agency AnalogFolk has announced its recent investment to Untold Fable, a newly-launched global content production company founded by entrepreneur Kate Tancred, who also serves as Untold Fable’s CEO.

AnalogFolk Group will become a majority shareholder of Untold Fable, and it will be running its specialist brands – AnalogFolk, Untold Fable and Serum (UK) – as stand-alone businesses.

Through the investment, Untold Fable will offer clients the added value of tapping into on-demand digital agency services from AnalogFolk. This joint offering is designed to provide one entry point for clients into the creativity and efficiencies of a tech-powered production offering and the strategic precision of on demand creative digital agency services.

Untold Fable was founded on a greater need for video and audio content across entertainment and advertising, to which the company aims to cater to by creating a platform that houses studios, sound designers, sound engineers, composers and voice talent from around the world, assisting brands with their audio identity while communicating with consumers via one of the fastest-growing ad formats in the world.

Furthermore, Untold Fable allows brands, publishers and agencies to also have the option to measure their diversity and inclusion (D&I) statistics across their productions throughout the year, empowering them to put the issue front and center by giving them the data when it comes time to commission talent. 

According to data from branding and design company IMPACT, 70% of consumers have shared a brand’s video, with 52% saying watching product videos makes them more confident in online purchase decisions. About 72% of businesses, meanwhile, stated video has improved their conversion rate. 

“It is the first community-based production model to be built with diversity at its heart, promising to ensure the makeup of the network reflects the world we live in as well as launching technology features that make connecting with traditionally underrepresented talent from the creative industry much more accessible to clients,” the company said in a press statement.

With the existing footprint of AnalogFolk globally, Untold Fable will offer clients on-the-ground teams in London, New York, Sydney, Amsterdam, Hong Kong and Singapore from day one. 

“I spent the last 10 years driving the efficiencies and creativity of a tech powered production offering. Untold Fable expands on that model by connecting clients with a curated network of diverse, award-winning talent and layering over digital creative services from one of the most celebrated independent digital agencies in the world. Combining these offerings enables us to produce audio and video content in a way that the industry is yet to experience,” Tancred said.

Meanwhile, for AnalogFolk founder and chief client officer Bill Brock, their recent investment in Untold Fable speaks to the agency’s mission of using “digital to make the analog world better.”

“With the launch of Untold Fable, we not only diversify the group’s offering, we break exciting new ground on this enduring mission. We’re leveraging the power of technology to make it easier than ever before for brands and publishers to work with a more diverse talent pool,” Brock stated.