Female-led Creative Collective SirenXYZ Launches to Create Branded Storytelling for Women, by Women

Jan. 22, 2026

SirenXYZ, a unique female-focused creative collective, has opened its doors in London with a mission to create more opportunities for brands to truly connect with the fastest-growing spending power in the world—women.

Based in London but with a global reach, the company was founded by award-winning creative Christine Jones, with a focus on developing branded content and storytelling for women, by women.

Jones was most recently the Global Executive Creative Director at Ridley Scott Creative Group, where she built a department from the ground up to develop brand partnership ideas for global names such as Pepsi and Diageo. She began her career at Leagas Delaney and has since worked at major agencies including Ogilvy & Mather TBWA and Publicis Worldwide, as well as with Rankin, where she established a successful creative division across culture, trends, and fashion.

SirenXYZ brings together a diverse mix of female talent from across the global creative landscape including published authors, film directors, creative influencers, advertising creatives and independent publishers, alongside a wider network of creators, strategists and talent working across storytelling platforms and production. With decades of combined experience, the team will tailor its approach and female-focused talent pool to any brand brief, delivering powerful, authentic, and engaging content that resonates with women on a deeper level.

Jones said:

"Over the last few years, we’ve seen a shift in what our clients are asking for; briefs targeted specifically at the female demographic and how brands can communicate with them authentically. We created Siren for this exact purpose. As the female landscape evolves across every market and with women holding more power, money and influence than ever before, we believe brands need to start thinking from a truly female perspective."

 

She added:

“Women’s wealth has grown at an unprecedented rate over the last decade. Brands that aren’t creating content for this audience by women are missing out on a trillion-dollar economy. Our goal is to help brands exercise true diligence in how they communicate with women and act as a trusted female perspective that speaks with authenticity and insight. Imagine if every brand devoted just 5% of their marketing and media spend to doing this then together, we could create a world that feels authentic, balanced and relevant.”