In keeping with a growing industry trend, three longtime holding company veterans—Daniela Vojta, Susan Young and Sarah Beaumont—are striking out on their own, launching an independent agency called House of Rabbits.

Vojta and Young, chief creative officers of the new shop, have been a creative team for more than 15 years. They were most recently global executive creative directors at Interpublic Group’s McCann.

Beaumont, CEO of House of Rabbits, spent much of her career at Publicis Groupe’s Saatchi & Saatchi, mostly recently as CEO of Woven Collaborative, the group inside Saatchi that handles Procter & Gamble’s North American fabric care brands.

The three execs worked together at Saatchi in the early 2010s.

House of Rabbits has a launch client, Code.org, for which it created a colorful film for International Women’s Day showing girls that “computer science is everything.” The agency has also created work for the TV show “Big Brother” in Vojta’s home country of Brazil, giving one of the contestants a digital twin who took over her social channels while she was sequestered in the house.

After several years of talking about it, the founders said it felt like the right time to launch an indie agency.

“There’s such an opportunity where brands are so open to new talent, new agencies,” said Vojta. “We’ve been doing this for a long time. We don’t need a whole machine behind us.”

“There’s a community of indie shops happening, with creativity really driving them,” said Young. “It’s something we wanted to be part of.” 

The founders chose rabbits as a theme because they are “nature’s most nimble and charming problem solvers,” said Young. “They’re quick and clever and curious and collaborative. They’re highly entertaining and they’re just delightful. For us, it’s the way we aspire to work.” 

That playful vibe is accompanied by a serious commitment to client partnerships, they added.

“We have 25-plus years of experience building brands, doing integrated campaigns, doing really good creative work and being really good collaborators,” said Beaumont. “What we’ve learned in our careers is you get the best work when you’re a good partner with your clients—they feel part of the process, and we’re part of their business process, too. It should be a win-win.” 

While being female-led distinguishes the agency immediately from its mostly male-led competitors, the founders said their work will largely not be gender-specific.

“I’m sure we’ll be compared to Joan and places like that,” said Vojta. “We’ve done work for any brand, for any sort of target. We don’t feel like we can only talk to women.”

For now, Vojta, Young and Beaumont are bringing in freelancers for projects. But they expect to hire more full-timers soon. After all, said Beaumont, “rabbits multiply.”