Grit & Pearl has officially launched as a global creative agency founded by Trident’s Creative Leadership team. The new venture blends the pace and mindset of a startup with decades of international, award-winning creative experience, offering a modern approach to brand and design development.
Established as an independent agency, Grit & Pearl has been built to support emerging businesses while also delivering the scale and strategic depth required by some of the world’s most established brands. The agency is led by Rob Roach, whose background includes senior creative leadership roles at The Kraft Heinz Company and LPK.
“Brand Managers need creative partners who push beyond the expected without completely losing sight of what the brand stands for. They need a team brave enough to go far but seasoned enough to lead the way.”
The agency is already collaborating with global organisations such as SC Johnson, Procter & Gamble, and Unilever, alongside contributing to the development of recognised consumer brands including Dove Men+Care, Grant’s, Popsicle, Glade, and Gain.
Rob explains that while the agency continues the creative work previously delivered under Trident, the launch of Grit & Pearl allows the team to evolve its thinking and approach in line with changes shaping the global creative industry.
Grit & Pearl’s Creative Leadership team has been building and shaping the world’s most iconic brands for their entire careers. The creative leadership team is comprised of:
- El Matanguihan, an industry influencer with successful tenures at Nice and Marks, will lead creative efforts as Creative Director of APAC.
- Antony Smith, an Equator alum with a passion for visual storytelling, will guide the European creative team as Creative Director, Europe.
- Chantelle Gatton, a consumer-packaged goods expert with experience building wellness and personal care brands, will oversee creative pursuits as Creative Director of the Americas.
With offices across Europe, Asia, and North America, Grit & Pearl works with multinational organisations and regional startups alike. While its mission aligns with that of many creative agencies, delivering standout work for the brands it represents, its structure enables a genuinely global yet agile operating model.
By using technology to streamline administrative functions, the agency ensures that its primary investment remains in creative talent rather than operational overheads.
“Many global agencies are mired in layers of unnecessary and costly support. We utilise technology in spaces where excessive administrative support is necessary so that our greatest investment matches that of our clients, the creative. Technology absolutely plays a role in creative development today; however, that visceral and passionate response to the expression of a brand. That takes soul. And this team has it in spades.”
Grit & Pearl offers strategic brand and design services supported by an advanced prototyping and product sampling facility, enabling the agency to deliver both digital and physical creative solutions from concept through to execution.
