Laura Pace, who bought B2B events agency Yellow Fish in 2021, has launched The Curiosity Collective with David Heron, bringing Yellow Fish together with two other agencies in one group.
Alongside Yellow Fish are brand and marketing strategy agency Blue Panda, led by Sarah Pick, and Untold, a new agency that creates live brand experiences for consumer brands. Pace and Heron describe the group as an alternative to agency holding companies backed by private equity.
Pace, the group’s CEO, said: “Brands want independent, creative thinking – we’re proud to be the people they need around the table.”
New leadership team
Untold is run by managing director Ellen Robinson, who has worked on campaigns for brands including Guinness and Nintendo, with strategy lead Jay Davis and creative director Katie Collins.
Janine Hart has joined as managing director of Yellow Fish’s global B2B events and incentives business, and Jess Charles, who previously held senior roles at Wonder and The Black Tomato Agency, is the group’s COO.
Hart said: “Our clients don’t have to choose between niche expertise and an integrated agency approach.”
Growth since 2021
According to the group, turnover has grown from £1.84m to £11.5m in 2025 since Pace bought Yellow Fish. It expects to reach £13m this year and is aiming for £20m in 2027. It has 42 staff and expects to have 50 by the end of the year.
The group has offices in London and Brighton and has recently registered a business in the US. Its clients include LVMH, Samsung and Mazda, and it says it is open to buying other agencies.
Full details at curiositycollectivegroup.com.