Lynsey Atkin Baby Teeth agency launch 2025 — I know the uncertainty around new agencies can feel risky; here’s a concise briefing of what’s public, what’s credible, and the missing pieces you’ll want before hiring them.
Launch status and core positioning
Baby Teeth was publicly announced on May 8, 2025, as a new creative business founded by Lynsey Atkin, Chris Watling and Rebecca Lewis and backed by Common Interest (Anthony Freedman). The announcement confirms the brand’s mission: fuse advertising with entertainment, build IP-led work and partner directly with talent and entertainment properties to produce commercially ambitious creative work.
The press text states core services as film and content, brand partnerships and intellectual property services. Common Interest’s recent activity — including a 51 percent acquisition of Amplify in April — frames Baby Teeth as part of a broader push into culture-led brand building; the size of the investment in Baby Teeth was not disclosed.
Services and what they mean for clients
Baby Teeth positions itself as a producer-led business that develops ideas into entertainment and lasting properties. For a creative director comparing agencies, these service descriptions imply the following deliverables and capabilities:
- Film and content: campaign films, episodic content, short-form social reels and showreels aligned to contemporary visual language.
- Brand partnerships: connecting brands with talent, labels, broadcasters and production partners to create co-owned collaborations and live or digital integrated activations.
- Intellectual property: concept-to-IP development where ideas are shaped into recurring formats, franchises or owned content assets that can be monetised beyond single campaigns.
Each bullet above maps directly to the announcement’s stated focus and to the founders’ production and creative strengths, but the release does not include sample deliverables, pricing models or engagement terms — details you’ll need before briefing.
Why they can be credible partners
Founders’ track records and claimed accolades give the agency immediate credibility for high-end creative briefs:
- Lynsey Atkin: former executive creative director at 4Creative, credited for Channel 4 Paralympics campaigns and idents; a background spanning Condé Nast, BBH and McCann.
- Chris Watling: managing director of Somesuch; experience working with directors such as Kim Gehrig and Sam Hibbard, and deep production expertise.
- Rebecca Lewis: brand & partnerships director at Gordon Ramsay Brand and ex-MD at Droga5 London; experienced at marrying creative strategy with commercial partnerships.
The announcement references industry recognition (BAFTAs, Cannes Lions, D&AD, The British Arrows, Clios, AICP) and archival placement in the Museum of Modern Art, New York — signals that the founders have worked on work with commercial and cultural impact.
Team model and how you’ll work with them
The founders state Baby Teeth will assemble bespoke teams per project, leveraging a network of creatives, directors and tastemakers. Expect a structure like:
- A designated client lead or creative director as primary contact.
- Producer-led project teams that combine in-house strategy/partnership capabilities with freelance directors and production companies.
- IP development or partnerships teams working alongside production to retain or co-own formats.
This model benefits clients who need flexible, talent-driven production and IP thinking, but it also raises questions for buyers used to clearly defined roles and single-point accountability — ask upfront who will be your day-to-day contact, how resourcing is contracted, and which individuals will be committed to your account.
What’s missing (and what you should request)
The announcement confirms the brand and leadership but omits several items crucial for vetting and rapid engagement. Before you brief or shortlist Baby Teeth, request these assets:
- A downloadable media kit with high-resolution logos, founder headshots, and succinct bios.
- Portfolio showreels or case studies (full campaigns, metrics, client names and outcomes).
- A clear contact or briefing route: email address, application/brief submission form or roster information.
- Team bios beyond the three founders and named production/creative leads for projects.
- Sample engagement models or pricing frameworks (typical retainer, day rates or project scopes).
- Press assets: campaign stills, showreels and one-page company deck for internal approvals.
These are the exact gaps the announcement leaves open; having them will convert credibility into practical confidence for procurement and creative pitches.
Practical next steps for a creative director evaluating Baby Teeth
- Ask for a one-page case study that shows brief → idea → execution → measurable result (reach, engagement, commercial outcome).
- Request a showreel demonstrating the production values claimed (especially Paralympics/Channel 4-style work if you need that tone).
- Confirm client references and which founder or producer will be your ongoing contact.
- Clarify IP ownership terms early: will the agency seek co-ownership, licensing fees or full assignment?
- Demand a simple briefing route and an estimated timeline from brief receipt to delivery and a sample budget band for comparable projects.
These requests turn the announcement’s promise into practical procurement checkpoints so you can evaluate fit without ambiguity.
Conclusion
Baby Teeth arrives with heavyweight founders and a clear, attractive positioning at the intersection of brands and entertainment. The public announcement (May 8, 2025) establishes credibility through founder credits, Somesuch connections and Common Interest backing, but crucial operational details are missing: a media kit, portfolio links, detailed team bios, contact/briefing channels and pricing models. For a 32-year-old creative director seeking a boutique partner, the next move is to request showreels, case studies, an explicit briefing route and transparent engagement terms. With those in hand, Baby Teeth’s stated producer-led, IP-first approach could be a strong match for brand-driven, entertainment-forward briefs.
