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The Launch of Circle Content


Boys + Girls has invested €1.2m to launch a social-first content agency Circle Content.

Circle Content will operate from a new 6,000 sq ft production studio in Deansgrange on a 10-year lease. The facility has been fitted with a wraparound White Syc wall, which can act as a backdrop for photographic and film applications.

The company offers what it describes as "an end-to-end content solution for clients of any size" across content strategy, community management, creative and production.

“The need for engaging, high-quality, yet cost-effective content is growing exponentially” says Alan McQuaid, managing director of Circle Content.

“The traditional agency model can’t deliver it at the pace or for the costs required, it’s too slow, too expensive, and usually, not good enough. That’s why we decided to bring all the services together in a new purpose-built facility.

"With the advantage of having content areas set up in-studio, you can shoot anything from lifestyle content to recipe TikToks, to Automotive content without the traditional set-build costs or lead times.

"With the cultural and social landscape ever-changing, ultimately, it’s our aim to be able to ideate, produce and create world-class work for our clients in the most agile way imaginable.”

Sets built at the Deansgrange facility in recent months include a living room, kitchen and a bar. A new green screen, in-house edit and sound recording facilities will also be introduced imminently.

Commenting on investment, group chief creative officer Rory Hamilton said: “This is the biggest single investment we’ve made since launching the agency in 2009. It’s an expression of our confidence in the advertising market and our proven prowess in creative effectiveness.

"We are approaching content with the same appetite for creative excellence that we approach everything else with, we aim to produce content that you’ll want to watch. Already we’ve shot a huge amount in the studio - everything from international alcohol content, to TikTok’s for a fashion brand, to really big lifestyle shoots."

Hamilton added that Circle Content would allow the agency to create work "with excellence and agility" and provide "a highly competitive value proposition".

Circle Content has five full-time staff, and McQuaid said the backing of Boys + Girls means it will "have access to the best talent" and "a circle of experts who we can call in to help with individual projects.”