Channer, Godsall debut first work from Edward Teach side venture

Brett Channer‘s new company, Edward Teach, allows marketers “to come in and play,” he says. The venture launched in mid-January and focuses exclusively on sharable content such as apps and videos. It’s a side project for Channer (who recently moved to Jackman Reinvention as its chief creative officer) and his co-founder Tim Godsall, who directs […]

Brett Channer‘s new company, Edward Teach, allows marketers “to come in and play,” he says.

The venture launched in mid-January and focuses exclusively on sharable content such as apps and videos.

It’s a side project for Channer (who recently moved to Jackman Reinvention as its chief creative officer) and his co-founder Tim Godsall, who directs films and ads including Southern Comfort’s 2012 “Beach” work.

“We don’t see ourselves as competition to agencies or media. We think we’re an ‘and,’ not an ‘or,’” Channer says. “This is purely something you lay on top, or it’s an alternative if you can’t afford an agency at all.”

Edward Teach (named for the pirate better known as Blackbeard) recently released its first spot, a perky video advertising Wisconsin-based Simply Slick personal lubricant.

It’s also working with two other as-yet-unnamed companies.

“The dream of it is to give the place a much larger creative licence than we think is currently available in the marketplace worldwide,” says Channer. “The way you really win today is by creating content that takes a certain amount of calculated risk. Too often, I think the business becomes overly calculated.”

In addition to wanting more daring creative output, the company also sets itself apart with an unusual profit structure. It doesn’t charge fees on the front end, instead making money through royalties and click throughs instead. Channer believes the unique structure gives the company a more authoritative role – “because we’re taking the risk with them,” he says.

That’s one reason the co-founders and long-time friends hired a CPA, Bruce Young, as their general manager. He’s one of two full-time employees at the Toronto shop.

Since both Channer and Godsall have demanding day jobs (Channer at Jackman, and Godsall is currently working on a feature film), they’re being choosy about clients and trying to actively manage both their workload and their exposure.

“Both of us are taking on the role of mentoring new ideas. It’s taking our 30,000-plus hours of experience and applying it in a very specific way,” says Channer. “I think it keeps us fresh, and it keeps us young.”

Advertising Articles

Brian Hickling heads to Extreme Group

Industry vet returns to the east coast to direct the agency's Halifax office

U By Kotex sinks its teeth into vampire web series

Now at its mid-way point, the series has amassed more than 1.2 million views

A&W now serving chicken raised without the use of antibiotics

Fast-food chain continues its commitment to simple, great-tasting ingredients

Digital Day: What inspires Canada’s digital leaders?

Three leading digital creatives share the work they find inspiring

Montreal Canadiens draft Jay Baruchel for fan club launch

NHL team launches Club 1909 to connect with fans around the world

6 things we learned at Digital Day 2014

Insights on privacy, programmatic, mobile, millenials and Marketing magazine

Kraft Peanut Butter brings iconic bears to life

Peanut butter brand introduces plush toys as part of its “Stick Together” campaign

Twist Image hires Jon Finkelstein as ECD

Finkelstein hire part of agency's “new energy” and “new direction”

How 88 Creative used Buzzfeed to find a new coordinator

Looking for a culture fit, the agency eschewed traditional recruitment