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

ZAK rounds out hiring spree with three more additions

Gail Pak, Alicia Brown and Samantha Angu join the Toronto agency

The new reality of customer-centric marketing (Column)

Cundari CEO on creating content that provides value, engages brand advocates

Ads You Must See: Leo Burnett PSA takes your breath away

Leo Burnett Change tries to save a life, British Red Cross gets lost in baby bling

Havas goes on a hiring spree

Agency adds eight team members across its Montreal and Toronto offices

On The Move: changes at Naked Creative, Manifest, Télé-Québec

A weekly recap of who's headed where in Canadian marketing and communications

BBDO taps Timothy Welsh to lead post-production operation

Agency expands Ricochet to meet rising demand for video content

TDA Global Cycling hires its first public relations firm

ClutchPR tasked with developing an international communications strategy

PUDO picks up an AOR

Kaiser Lachance to manage media relations around the company's Canadian launch