about us
Reasons why
we're different.
"Go where your competitors can't - or won't."
Creatives work with clients right from the start.
Which leads to better work in the end.
We aren’t interested in chasing the biggest 1% of companies.
We think the other 99% have a lot more potential.
If involving creatives right from the start is such a good idea, why doesn’t every agency do this?
The short answer is, most "can’t - or won’t."
To be fair, it’s a whole lot easier to work this way when you build a new agency from the ground up.
For a start, we haven’t had to make seismic changes to staff to make it happen.
But the biggest reason why most agencies don’t introduce creatives from the outset is that there simply aren’t many in the UK who are capable of working this way.
Because, unlike most of the rest of the world, for decades in this country it has been standard practice for agencies to keep creatives away from clients. Principally because of the longstanding, but mostly unfounded ‘belief system’, that creativity will suffer if they are directly exposed to the real-world issues of their clients.
And while it is true that this might occasionally be the case, most of the time it really isn’t.
Anyone who has spent time working overseas, in countries famous for consistently producing some of the world’s best advertising, knows that being close to clients and being knowledgeable about their businesses and their customers isn’t a deterrent to creative quality. It’s a catalyst.
Which is why we’re genuinely interested in knowing as much as we can about clients’ businesses, products and particularly their customers.
Not because we’re incredibly conscientious, but simply because the more raw material for creativity that we can get our hands on, the better the work we can do.
In the past, 99% of companies did little or no advertising at all.
They simply couldn’t afford it.
Then digital media came along and massively reduced the costs of putting ads in front of people. But the high costs of producing original still and video imagery remained an insurmountable barrier for most.
But, of course, now generative AI is changing things once again.
And when the likes of Coca-Cola are producing Christmas TV commercials using nothing but AI prompts, you know that the world of advertising has seriously shifted on its axis.
But it’s not what AI can do for the biggest 1% of brands that’s the most significant.
After all, they’re just doing what they have always done - only cheaper.
It’s the fact that the other 99% can now afford to do the same thing that’s the real game-changer.
And one of the biggest motivations for us launching our agency now is that many of these companies, and even entire business sectors, have never experienced the benefits of high-quality advertising before.
Which means, from a creative point of view, there’s a whole lot of virgin territory just waiting to be discovered.
Big agencies with big costs have no choice but to chase the biggest 1% of businesses. Because they need the big media commissions to survive.
But we don’t.
So, we’re going where they can’t. Because we can.
Simon Winterflood
Having started out in advertising in the UK, followed by a highly successful career abroad, Simon is one of a very rare group of individuals who has not only won golds at most of the world’s top awards as a creative, he is also a qualified strategy planner.
He took this unusual step so that he could ‘legitimately’ involve himself in the briefing process as early as possible. Because he knew he would produce better, more effective work as a result.
In his spare time, Simon’s other creative outlet is inventing new products - or at least trying to! It can be a refreshing change to work in three dimensions, and not just two. To create actual, physical objects that one day, just maybe, might see the light of day.
