The move marks a deepening collaboration between the two organisations following Woya Digital’s inclusion within the Unusual Group collective. Together, they aim to redefine what effective digital growth looks like at a time when many in the marketing industry are increasingly focused on automation and artificial intelligence.
A Contrarian Approach to the Future of Marketing
While much of the sector is being shaped by AI disruption and cost compression, Unusual Group is taking a different stance. Its philosophy centres on people first, technology supported, investing in the talent, creativity and insight that fuel sustainable success, while embracing the right technology to enhance performance.
“There is a growing narrative that AI will replace human creativity and collaboration,” said Luke Tobin, CEO of Unusual Group. “At Unusual, we see things differently. By combining human expertise with advanced technology, we are building an ecosystem that delivers smarter, more sustainable growth. My work with Woya Digital strengthens that vision, proving that innovation happens when people and technology work together.”
Redefining Scale for Creative and Digital Agencies
Launched in 2025, Unusual Group supports creative and digital agencies through strategic investment, operational infrastructure and commercial guidance. Its model allows independent agency founders to retain ownership and autonomy while benefiting from shared expertise across finance, operations, legal and growth strategy.
Built on the belief that unusual brands win, the group helps agencies grow sustainably, not just quickly. By combining data, strategy and creativity, Unusual Group enables its partner agencies to outperform in increasingly competitive markets.
The collective continues to expand across the UK, US and Europe, uniting specialists in marketing, technology, creative disciplines and sales enablement. Its portfolio now includes several fast-growing independent agencies focused on digital innovation and measurable impact.
Human-Led SEO in High-Performance Sectors
Woya Digital, headquartered in Malta with operations across Europe, the UK and South Africa, is a digital growth and SEO agency recognised for its strong track record in improving visibility and online performance for clients across the Finance, Healthcare, and Sports industries.
Originally founded by Steve O’Brien and Natalie Karr, the agency has built its reputation around ethical SEO, data-driven optimisation and measurable long-term visibility. Woya’s clients range from financial institutions and healthcare providers to professional sports organisations seeking stronger online performance.
“Luke’s appointment marks a pivotal moment for Woya Digital,” said Steve O’Brien, Co-Founder and CEO of Woya Digital. “Our industry is evolving at pace, and we see technology and AI as tools that empower our team to deliver more value, not as replacements for human intelligence. Working closely with Unusual Group gives us the strategic depth and network to lead that evolution.”
Woya’s proprietary approach blends human creativity with automation tools that enhance analysis, reporting and scalability. This hybrid model allows its team to deliver highly tailored campaigns while maintaining the agility and personal service clients value.
A Shared Vision for the Next Era of Agency Growth
Tobin’s appointment to Woya Digital’s board formalises a shared commitment between both organisations to build a future where human expertise and technology work in tandem to deliver exceptional outcomes.
Unusual Group’s growing ecosystem of partner agencies offers a new model for the industry, one that rejects the traditional buy-and-consolidate approach in favour of collaboration and shared growth. In a landscape where many agencies are struggling to adapt to automation, this partnership stands out as a progressive example of balance between innovation and humanity.
“We are entering a new era of growth,” Tobin added. “Technology will continue to evolve, but the most successful businesses will be those that remember the human side of marketing. That is where Unusual Group and Woya Digital are aligned, and why this collaboration matters.”
About Unusual Group
Unusual Group is a collective of specialist agencies helping ambitious brands achieve extraordinary growth. The group brings together creative, strategic, and digital expertise under one ecosystem, providing investment, shared infrastructure, and strategic support to agency founders. Founded by Luke Tobin, Unusual Group continues to expand across the UK and Europe, building a network of high-growth agencies that challenge conventional models and champion human-led innovation.
About Woya Digital
Woya Digital is a digital growth agency headquartered in Malta. Originally founded by Steve O’Brien and Natalie Karr, the agency specialises in SEO and digital PR. Woya Digital specialises in regulated sectors such as finance, healthcare, not-for-profit and legal, plus sports, to enhance online visibility, authority, and conversion through data-driven, ethical SEO strategies and technology-supported optimisation.
