AllofUs becomes independent

UK interaction design studio AllofUs became independent of McCann Worldgroup.

McCann acquired the company in 2011 but the decision to become independent emerged as McCann wanted to focus on integrating digital across all its capabilities. Co-founders Nick Cristea, Orlando Mathias and Phil Gerrard will continue to manage and build the company, although the remaining co-founder and art director Simon Sankarayya will retain a stake in the agency but pursue other work. AllofUs has worked with SkyGo, The Telegraph Media Group and Xbox Live as well as various high-profile clients including Nike, the Tate and Westfield. AllofUs is pursuing more hybrid product development techniques but confirms that future collaborations with McCann are definitely possible.