Neverland set for global expansion with franchise model

Neverland is embarking on a global expansion with the introduction of a franchise model, aiming to establish a network of independently run agencies worldwide. 

The move, devised by Neverland's founders Simon Massey and Jon Forsyth and the founder of executive search company The Blueprint Gareth Moss, is designed to empower entrepreneurial talent while maintaining Neverland's creative standards.

Neverland’s new model will allow individual entrepreneurs to own and operate their own agencies under the Neverland banner. The franchise owners will hold a 75% stake in their business, with Neverland’s parent company, Imagine Neverland, retaining a 25% share. 

Campaign spoke to Massey, Forsyth and Moss to find out more.

“The way the franchise model works is that each agency will retain control over its own business,” Massey said. “They own 75%, and we own 25%. The 25% is for two things: funding our investment of time and resources but also to fund doing more of them.”

Massey emphasised the flexibility and support franchisees will receive, while ensuring the brand’s overarching vision and quality remains intact. 

He said: “We’re providing a business plan template to the founders. They complete the template based on their vision for their business... but it has to be reasonably ambitious.”

Neverland aims to work closely with franchisees to ensure they meet creative and strategic benchmarks. “If you don’t maintain the standards, you get the franchise taken away,” Massey stressed.

Under the franchise model, Neverland aims to foster an entrepreneurial spirit while ensuring that all agencies uphold the company’s core values and standards. 

Forsyth explained: “Creatively, they can decide what’s best within their own market. Each market will decide what that market needs, but we’re in control of making sure they’re really good businesses.”

Forsyth also noted that the franchise system will focus on supporting talent across various regions rather than chasing specific geographies. “We’re looking at markets, right? But it’s talent-led. We have to do it that way, otherwise, there’s too much risk. Two offices in America, while it might not feel as geographically ambitious, might be the right thing to do if that’s where the talent is.”

Moss will play a crucial role in scouting the world’s best entrepreneurial talent to found and lead the up-and-coming franchises.

He echoed Forsyth's sentiment: “For us, there are no geographical barriers. We’ve been speaking to potential founders in LA, Sydney, Amsterdam, New York. It’s the standards that are most important. It doesn’t matter if they’re in Timbuktu or Shoreditch.”

Neverland’s financial approach is streamlined, with the 25% equity stake acting as both an investment and a control mechanism. 

Massey explained: “Our 25% share will fund our ongoing support and expansion efforts, but it also means we have skin in the game to ensure the long-term success of each franchise. We will report [our financial results] as Imagine Neverland, which inevitably, because Imagine Neverland has 25% of all these agencies, will allow you to extrapolate how much each one is profitable.”

Franchisees will have access to extensive resources, including a “book of dreams”, a digital repository containing vital documents such as rate cards, templates and RFIs, to ensure they have everything needed to succeed. 

“That stuff takes an awful lot of time to get right and be made efficient so you can get on with the business of creativity,” Massey said.

Forsyth outlined the franchise’s operational autonomy: “They will be independent and responsible for their own success, but we’re here to help. The central team at Neverland will provide creative and strategic guidance, ensuring every agency operates to the same high standards while giving them the freedom to find their voice.”

Neverland’s goal is to expand rapidly but sustainably, with the first set of franchisees expected to be announced shortly. Forsyth confirmed: “We’re weeks away from being able to announce it.” 

In the APAC region, Neverland is particularly enthusiastic about tapping into the blend of creative and tech talent. Moss expressed excitement about the region's potential: “I know first-hand how much entrepreneurial creative talent there is across the APAC region. This is an exciting opportunity for us to tap into The Blueprint’s curated network there and on-the-ground presence. We look forward to seeing how we can supercharge that talent with the Neverland brand.”

The team is already in discussions with partners in Australia and Japan, with plans to launch two innovative creative businesses in the coming months.

While initial expansion will focus on key markets such as the US and Europe, Forsyth stressed that talent will drive growth wherever it is found: “This isn’t about going into markets just to tick boxes. We’re building a network of the top 1% of creative talent. That’s what matters.”

The founders are confident this franchise model will attract creative entrepreneurs looking for an opportunity to lead their own agencies while being part of a larger collective. 

Massey said: “We want to create a place where anything is possible and to give people the freedom to fly." 

Forsyth joked: “If this goes according to plan, we’ll have the most exciting creative WhatsApp group in the world." 

*This article was updated by the Campaign Asia team to reflect the latest APAC updates.