Unusual Group, a global collective of specialist agencies focused on sustainable and human-led growth, today announced that its chief executive officer, Luke Tobin, has joined the board of Woya Digital as a non-executive director.
The appointment strengthens ties between the two organisations following Woya Digital’s inclusion within the Unusual Group collective earlier this year. It forms part of Unusual Group’s broader strategy to expand its "collaborative" of high-growth agencies across marketing, technology, and performance disciplines.
Expanding a Collective Built for Sustainable Agency Growth
Founded by Luke Tobin, Unusual Group launched in 2025 to support creative and digital agencies through investment, strategic guidance, and shared operational infrastructure. The group brings together independently run agencies that share a focus on measurable growth, sustainable scaling, and creative excellence.
Unusual Group’s model combines access to capital, leadership expertise, and group-wide operational support in areas including finance, legal, technology, and talent. This structure enables founders to retain their independence while benefitting from the stability and insight of a larger organisation.
Since launch, Unusual Group has continued to expand its collective of agencies across the UK, US and Europe, focusing on innovation in sectors such as digital marketing, brand strategy, sales enablement and data-driven performance. The group’s leadership team includes specialists in operations, finance, and legal governance, all aligned around the principle that unusual brands win by combining creativity with commercial clarity.
Online Search Leadership and Sector Expertise
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, Woya Digital has established itself as one of Europe’s emerging specialists in organic search, digital PR, and performance marketing. Its approach combines deep sector knowledge with advanced data analytics, ensuring that each campaign is tailored to drive long-term authority, trust, and measurable growth.
“I am delighted to join the board at Woya Digital,” said Luke Tobin, CEO of Unusual Group. “Our mission at Unusual has always been to empower ambitious, founder-led agencies that think differently. Woya’s success is proof that human creativity, supported by technology and data, continues to outperform purely automated approaches. We believe in using AI and technology to enhance our teams and clients, not to replace them.”
“Luke’s appointment comes at an important time for Woya Digital,” said Steve O’Brien, CEO of Woya Digital. “Our focus on data-driven SEO and organic growth is evolving rapidly as AI and automation reshape digital marketing. With Unusual Group’s backing and Luke’s strategic insight, we are well positioned to strengthen our leadership in finance, healthcare, and sports while expanding our reach into new territories.”
Human-Led Innovation in an AI-Driven Era
Both organisations share a belief that while AI and automation can accelerate efficiency, sustainable growth still depends on human insight, creativity, and collaboration. Rather than viewing AI as a replacement, Unusual Group and Woya Digital are investing in technology to improve performance, streamline workflows, and deepen understanding of consumer behaviour.
This human-centric approach stands in contrast to much of the current marketing industry, where cost compression and automation are driving widespread restructuring. Unusual Group is taking a contrarian stance by building a portfolio of independent agencies that prioritise expertise, adaptability, and partnership.
“The next chapter of growth in our industry belongs to those who can harness technology without losing the human edge,” Tobin added. “That’s where we see the real opportunity, and that’s what Unusual Group and Woya Digital are building together.”
Read more about Woya Digital: "Woya Digital Strengthens Board with Unusual Group and Expands Global HQ to Malta"
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. For more information, woya.co.uk.
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. To learn more, visit www.unusualgroup.com.
Media Contact
Natalie Karr
hello@woya.co.uk
