July 13th 2023.
Idris Elba is making a new mark in the entertainment industry. The British heartthrob has launched a new international marketing and content company called SillyFace, The Wrap reports. Headquartered in London, with offices in New York and Los Angeles, the company aims to promote diversity representation in the advertising space. Elba is teaming up with independent British media group Miroma Group owner Marc Boyan for this venture.
The company's name was inspired by Elba's desire to bring back a sense of fun to the industry. “I’m at my creative best when I am relaxed, not anxious or considering all the ‘what ifs.’ However, this isn’t always the atmosphere that creatives are faced with when brand building,” Elba said in a press release on the Miroma Group website. “SillyFace is here to bring back that feeling of creative excellence. We want more voices, more views, and open, mutually respected ideation.”
The decision to start this brand came after Elba and Boyan tried to acquire a British public broadcast station. But the government refused to sell it and the deal fell through. Elba shared that it's hard for brands to be successful in today's climate since consumers can easily spot the truth. “Consumers are so smart, now, they can smell the b*******, they want to be sort of treated with integrity, they want to be represented,” Elba said. “This new venture will give me the ability to create powerful marketing campaigns. Campaigns that will truly resonate and engage with the people I want to connect with…I can’t wait to get started.”
Elba isn't limiting himself to the content industry. Earlier this year, he announced a partnership with media mogul Mo Abudu to develop television and movie industries across Africa that will bring African stories to a broader audience. With this new venture, Elba is sure to capture the hearts of many more people around the world.
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