Catherine Peacock and Christopher Keatinge have launched 05:37 Brand Studio.
Peacock and Keatinge previously worked together for almost seven years at Uncommon Creative Studio, joining in its earliest days, and leaving as global chief marketing officer and executive creative director respectively.
Named after the moment its founding idea struck, 05:37 will catalog all of its work by time. Keatinge explained, “The best ideas arrive in a rush of excitement, and sometimes unsociably early. 05:37 is our standard and our promise—to chase a feeling of breakthrough with everyone we work with. After all, in an age of white noise that’s only getting louder, brands have never needed creativity more. Thankfully, there is an increasing body of evidence that proves the effectiveness of what we do, whilst new technology enables us to be faster, smarter, and more prolific than ever before.”
Based in Spitalfields, London at VFX house Freefolk, 05:37 Brand Studio aims to bring together the best of branding and advertising talent to offer “one brand world”, encompassing brand strategy, identity, campaigns and fame, as well as in-house integration. Guided by an ethos of chasing briefs not brands, the studio will become a highly creative and collaborative home for talent to realize their full potential as thinkers, makers and relationship-builders, regardless of their discipline.
Peacock said, “We all want to feel that what we do matters; to point to a moment in time and say: here’s where we made a difference. In founding 05:37, Christopher and I have thought carefully about the conditions and culture required to unlock business transformative ideas. As the pace of change accelerates, we will endeavor to read the room, meet people where they’re at, and offer empathetic, focused partnership. Ultimately, there is nothing more exciting than a blank sheet of paper, and the thought that at any moment, one idea can change everything.”
The independent studio launches with a roster of freelance experts including Elise Santangelo-Rous, executive creative director of brand and former ECD at DesignStudio, who has led transformative projects for brands including Royal Ballet and Opera, Glenmorangie, Penguin Random House, World Rugby and Riot Games.
Peacock joined Uncommon in 2017, where she established its account management function, and led key client relationships, including ITV, and its landmark campaign “Britain Get Talking.” In 2023, she became the agency’s first global chief marketing officer, responsible for driving all new business activity. This remit included the agency’s international expansion, with Peacock helping to establish the New York studio, securing its first major client, SiriusXM. She most recently held the role of chief client officer at Havas London before departing in May 2025.
Keatinge joined Uncommon in 2018 as a senior copywriter, and left as executive creative director in 2024, working with clients including British Airways, The Guardian, Pinterest, ITV, Google and Method. His work has been recognized at D&AD, Creative Circle, The One Show and Cannes Lions, including the Grand Prix Outdoor for BA’s debut campaign, “Purpose of Your Visit.” He has spent the past year writing fiction at the Faber Academy.
As 05:37 Brand Studio opens its doors, Peacock and Keatinge added in a joint statement, “We are hugely grateful to Nils [Leonard], Lucy [Jameson] and Natalie [Graeme] at Uncommon [company founders] without whom we wouldn’t have met, and for the generosity of other friends in this industry, especially the team at Freefolk, who have shown us such remarkable support. Now the work begins.”
