Two boutique calls in one month? Well, you don’t say. Anyhow, NYC is home to a new agency launched by Madison Ave vets dubbed The Fearless Group (no relation to Alex Bogusky‘s FearLess Revolution, we believe). The name of this new shop, which made its presence known in Times Square recently (above), is pretty appropriate when you consider the words of partner Robert Davidman, who says, “Fear has played a major part in decision making in advertising and marketing. We at Fearless contend that it’s a phenomenon everyone knows about, but doesn’t want to acknowledge. The fact is fearful behavior produces safe advertising and yet safety is not an obviously desirable communications objective. Brands and agencies need to confront and manage fear in order to properly communicate with today’s consumers from TV through to Twitter.”

Davidman’s co-conspirators at Fearless include former Universal McCann chairman/CEO Robin Kent, former IPG partnership CEO/TBWA London OG Jerry Judge and ex-BBDO, Saatchi, Y&R New York senior creative Peter Gibb. Early TFG clients include local eatery Pure Foods and if you’re looking to delve further into the agency’s philosophy and check out full bios, the website is up and running.