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

Twist Image rebrands as Mirum for WPP’s new digital network

Following its 2014 acquisition, Twist Image is joining a new digital agency network

Hall of Legends 2015:
Stephen Graham

A global leader in moving brands through a crisis

Hall of Legends 2015:
Syd Kessler

Trust and honour are everything to this generous mentor

Scotiabank brings its movie marketing to Instagram

The Scene loyalty program finds a new home on Instagram

Hall of Legends 2015:
Andy Macaulay

Being the youngest kid in a political family helped found a remarkable career

Hall of Legends 2015:
Arlene Dickinson

An entrepreneur who's building her business around those who follow suit

Bud’s Red Lights bring Quebec puck makers to Nassau Coliseum

Anomaly crafts more stories of everyday fans getting big-league surprises

Travel Alberta uses Tumblr to inspire “winterlust”

Sponsored posts and targeted online ads tell travelers "Remember to breathe"

Jeff Dack joins Lowe Roche as chief strategy officer

The exec will be tasked with continuing the growth of strategy at the agency