Unusual Group adds Altitude Marketing to growing founder-led network
Added by Love Business East Midlands | 24 October 2025
Unusual Group has welcomed Studio Altitude Ltd t/a Altitude Marketing as its latest partner, underscoring the growing appeal of founder-first collectives for agencies seeking sustainable growth and future exit options.
The collective was launched this year by Luke Tobin, who built and exited the award-winning agency Digital Ethos in a multimillion-pound deal to Cadastra. The group takes minority stakes in independent agencies, providing them with enterprise-grade operations, shared infrastructure, and access to finance, while allowing founders to retain control and culture.
Co-founders Tom Bates and Laura King-Berry say the decision was driven by the expertise and experience of Luke. Tom explained:
“Luke’s been there and done it. He’s built and exited agencies himself, so he understands the challenges we face. Joining Unusual Group gives us access to operational, financial, and strategic experts that would have been almost impossible to get on our own. It was an easy decision because we knew we’d have support we could trust.”
Laura added:
“Working with Luke and the Unusual Group team has helped us think bigger and grow in a more structured way. For example, implementing onboarding fees was something we’d been hesitant to do, but with Luke’s guidance we’ve added a significant new revenue stream that we wouldn’t have done otherwise. It’s not just about making more money, it’s about building a business that works efficiently and can scale sustainably.”
Since joining, Altitude Marketing has also benefited from early collaborations with other agencies in the collective, opening doors to new opportunities and shared insights.
“It’s already clear that being part of a network of like-minded founders adds real value. We’re learning from others’ successes and avoiding mistakes we might have made on our own.”
Luke Tobin explained why founder-led agencies are increasingly turning to the collective model:
“Many agencies hit growth ceilings because they try to do everything alone. Unusual Group gives founders the infrastructure, guidance, and community they need to scale smarter, build real value, and retain full control of their business. Altitude Marketing joining the collective shows how experienced founders are recognising that collaboration, not isolation, is the fastest way to sustainable growth.”
Unusual Group provides minority-stake partnerships, operational support, and strategic expertise without stripping away founder independence. The model is designed to help ambitious agencies grow efficiently while preparing for potential exit opportunities in the future.
To find out more about Unsual Group, visit https://www.unusualgroup.com/consulting/a-new-path-for-agency-founders
