New creative company Baby Teeth launched globally today (8 May).

The firm will work across three areas: brand partnerships, intellectual property and film and content.

The venture was launched by Lynsey Atkin (Channel 4, Conde Nast, BBH, McCann), Chris Watling (Somesuch, Droga5, BBH) and Rebecca Lewis (Gordon Ramsay Brand, Droga5, T&Pm) with backing from Common Interest.

According to the founders, Baby Teeth was launched to give brands “unparalleled access to creative ideas, high-value production, and the ownership of creative DNA through IP”.

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Atkin said: “The world is being filled with too much work that isn’t interesting enough. We want Baby Teeth to partner with brands and talent that have conviction, taste and ambition, to collectively collaborate with people we hugely admire, all in service of making new ideas with a sharp point of view.”

The new venture will work in collaboration with established and start-up brands, talent agents, production firms, broadcasters and record labels.

Lewis added: “Ideas are more important and more valuable than they have ever been. With the right talent and the right execution, great ideas now have the potential to evolve into brilliant IP that creates long-term value.

“We want to treat creativity as a business not a service – moving beyond transactional relationships with our partners and towards genuine partnerships.”

Image (l-r): Lynsey Atkin, Chris Watling and Rebecca Lewis.

Photograph credit: Maria Lax – Photographer.