Clients for the new company include Planned Parenthood Federation of America, Savage X Fenty, sustainability non-profit GrowNYC and Meta.
Meg Farquhar, DDB Chicago executive creative director, is the creative lead and partner for Schaaf, which operates remotely. During her time at DDB, Farquhar worked for clients including Molson Coors, Reynolds, Hefty and State Farm. She was also previously a creative director at Leo Burnett and Energy BBDO and chief creative officer for Ogilvy Canada.
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Dylan Neuhaus, most recently a business development lead at Mojo Supermarket, has also joined the consultancy as director of brand partnerships.
Schaaf, who was named to Ad Age’s Leading Women list in 2022, had been with Mojo since 2020 before departing last year. During her tenure, the agency landed clients such as Match and the Truth Initiative and grew to over 60 employees. After leaving Mojo, Schaaf began consulting for independent shops and worked with three small agencies that she declined to name.
“As much as I loved being in the indie space and helping small companies, I felt like I wanted to be closer to the creative again; I was once removed from that,” Schaaf said. “I also love building things that I can like really be a part of, versus building things and then leaving to go build the next thing.”