Sarah Beaumont, Daniela Vojta, and Susan Young launched House of Rabbits in 2024, reuniting after careers that took them in different directions since their Saatchi & Saatchi days working on Tide between 2008 and 2013. “We were like, We want to be a part of that,” says Beaumont about the current indie agency energy. “That seems very exciting. Let’s just be crazy and do our own thing.” The trio built their identity around rabbit traits they see in great creatives: ingenuity, speed, agility, and those keen senses that cut through data overload. It’s early days, but when talent like this reconnects after 15 years, you pay attention.
How three Tide veterans became rabbits
The origin story here isn’t some dramatic agency exodus. It’s better than that—it’s about people who genuinely wanted to work together again. Young and Vojta worked together for over 15 years at various agencies, while Beaumont had what she calls “a very long impression” with them on Tide before their careers diverged. “She was always on our list of, you know, who are the people that I want to work with again,” explains Vojta. When they reconnected last year, the timing felt right. Not because they had to leave somewhere, but because they wanted to build something together. That’s a different kind of founding story, and probably a better one.
What House of Rabbits brings to the table
Don’t expect typical agency capabilities speak here. When Vojta talks about their superpower, she cuts straight to it: “When a client comes to House of Rabbits, they’re going to be looking for us, for our talent and being able to work directly with us.” They’ve led the biggest accounts at the biggest agencies, worked with startups, done a lot. But the rabbit metaphor isn’t just cute branding—it’s their operational philosophy. Fast, agile, intuitive work that doesn’t overthink itself to death. “There’s something about intuition and just using your senses,” Vojta explains, especially valuable “in a world where there’s so much data.”
Three core strengths that matter
Experience tops the list—these aren’t first-time founders figuring it out as they go. They’ve been in senior roles at major agencies handling significant accounts like AT&T and MasterCard. Second is their network, which Vojta describes as “the best” talent who “don’t want to necessarily work for a big agency anymore.” That ability to assemble teams better than themselves, then expand and contract based on briefs, gives indies a structural advantage. Third is what Beaumont calls “using creativity as a tool to transform clients, brands and businesses”—not creativity for its own sake, but creativity that solves complicated business problems. When you’ve worked on fabric care for Procter & Gamble and seen how creativity moves the needle, you understand the assignment.
The power of being indie (and not a math company)
Young frames independence in terms of control: “Controlling our own destinies.” Less time on holding company politics, more time on work and client relationships. Beaumont adds the crucial point about senior talent dedication: “A client that comes to work with an indie or House of Rabbits, you are the big fish, right?” No disappearing acts, no junior copywriters on billion-dollar businesses. One client described holding companies as “math companies” focused on shareholders over creativity—a perspective that resonates when you’ve been inside those structures. Independence means creative and strategic ambition can be higher because there’s nowhere to hide.
Why brands should work with House of Rabbits
The value proposition is straightforward: direct access to senior creatives who’ve solved complex business challenges at scale. Beaumont emphasizes they’re after “clients that want to use creativity as a tool and value creativity.” They’re not trying to be everything to everyone—they want partners who understand that good creative work transforms business outcomes. Their P&G experience shows they can navigate complicated approval processes while maintaining creative integrity. That combination of senior experience and indie agility appeals to marketers tired of paying holding company rates for junior execution.
Why talent chooses New York (and House of Rabbits)
The culture piece matters more than most agencies admit. Beaumont explains they “take the work and our clients, brands and business very seriously, but not ourselves.” Translation: high standards, low ego. They want people who “love creativity and craft” and “can have fun.” Young talks about “work hard, play easy”—maintaining joy in the process even when things get tough. For freelancers and senior talent looking for something different, that environment beats the typical agency grind. Plus, working directly with founders means less bureaucracy and more direct creative collaboration.
Misfits with a business plan
When pressed to choose between weird, misfit, or underdog, Vojta initially tries to dodge: “We are rabbits. So we’re very much into DNI. So we are welcome to any sort of all of the above.” But after some good-natured pressure, they settle on underdogs. Young immediately sees the upside: “Everyone roots for an underdog, so let’s take it.” It’s a smart choice—underdogs have something to prove and earn their wins. Given their experience and network, they’re only underdogs in the sense of being new to independent agency ownership.
Dear Chewy: Call us, seriously
The CMO hello section reveals personality. Young admits she’s “slightly obsessed with dogs” and dreams of working on pet accounts like Chewy. Her observation that she doesn’t see Chewy marketing much suggests opportunity. Beaumont wants Peloton—not just because she’s a user, but because she loves “working on brands or businesses that may have had some ups and downs” and helping turn things around. Vojta wants to corner the Brazilian CMO market, specifically mentioning Marcel Marcondes from AB InBev. Smart networking disguised as wishful thinking. All three targets make sense: established brands that could use fresh creative thinking.
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House of Rabbits
Sarah Beaumont LinkedIn
Daniela Vojta LinkedIn
Susan Young LinkedIn
House of Rabbits LinkedIn
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