LONDON — Former Eulogy directors Susie Dullard and Phil Borge-Slavnich have launched their own brand and communications agency, Woosah.

Dullard, who has been Eulogy’s director of strategy, communications and campaigns for the past eight years, previously worked at agencies including Weber Shandwick and Four Agency Worldwide, and has delivered communications programmes for clients including Headspace, Coca-Cola, Ripple Energy, Direct Line and National Grid.

Borge-Slavnich first joined Eulogy in 2002, completing two separate decade-long tenures, most recently as managing director. He has also spent time at social agency 1000Heads and integrated agency Threepipe. His client experience includes Pride in London, Virgin O2 Business, The Really Useful Group, Oracle, the VinFuture Foundation and ExCel London.

The agency’s name, meaning a state of clarity and calm, is based on the famous scene from the 2003 movie Bad Boys II, where Martin Lawrence's character demonstrates to Will Smith how to regain calm in a stressful situation by taking a breath and saying “woosah”.

Co-founder Borge-Slavnich told PRovoke Media: “To us, the Woosah is two things: finding the untapped comms opportunity and, as a result, clients (or indeed anyone we work with) feeling calm and assured of what comes next. It’s as much about the positive impact for brands or business we work with, as it is the individual people and teams within them.”

He added: “Choosing to do this now is a result of where are in our careers (and not least our ages in relation to what can be a very young-skewed demographic in standard agencies), converging with the recognition that long-standing experience and expertise is what is most valuable, against the backdrop of emerging innovation and automation in the sector.

“We know first-hand that clients want senior counsel above everything else. Woosah is our way of packaging up senior experience with an agile delivery model, so when clients buy us, they get us; and have the right, bespoke delivery model based on their exact requirements, while not being restricted by the rigidity of old-fashioned agency models.”

Co-founder Dullard said: “We’ve both had the good fortune of establishing and growing our careers predominantly within agency models, which has been invaluable in creating opportunities to work with a broad spectrum of clients – but seniority can sometimes detract from the ability to be hands-on with the work – something we are both passionate about.”

Woosah launches with founding client Equity Energies, a new sustainability consultancy that is part of FTSE-100 listed DCC. Woosah has developed the Equity Energies brand for launch and developed its comms programme, and will be delivering a series of campaign initiatives later in the year.

Equity Energies marketing director Toby Costar said: “After five minutes of working with Susie and Phil, you’ll know you have hit upon something special. They bring an infectious enthusiasm to everything they do. Their ability to distill the ramblings and thoughts of a group into a compelling narrative is a rare skill.

“We instinctively knew where we wanted to take the new Equity Energies brand, but it was their approach and boundless energy that helped us unlock it. We had an extremely short turnaround to launch, and we couldn’t have done it without Woosah’s support.”