Top tips on how to take the plunge.
01. Find the right time, and the right partnerI’d always thought I’d like to start my own agency one day, but it was important for me to first garner enough experience at really top-draw agencies, so I felt ready. And then it became a case of ‘now or never’. I felt I’d reached the right age, and had the right level of experience, and so decided to go for it.
We also want to be an agency that’s enjoyable and fun to work for and with. That’s really important to us. We knew we wanted to focus on our core strengths but loads of agencies do that. So then it becomes a case of how well you do them and what you’re like to work with along the way – and the second one is often underestimated. If you’re nice, fun, and also good at your job, then you’ll do ok .We started with the name – and that’s the hardest brief of all.
The brand design work came relatively easy after that. If you use a good designer, they’ll design you something good, so we asked one of our designer friends to help us and we think he nailed it.Luckily, [the process has] been fairly smooth sailing. We had a number of potential clients lined up, and projects we thought we’d get, and most of them have come to pass. Apart from wrestling with the agency name for longer than we’d planned, it’s all gone pretty well.
I frequently think of particular people I’ve worked with – be they an amazing creative director, or strategic planner – and ask myself ‘what would they say?’ or ‘how would they handle this?’ if I find myself in a tricky spot. You’re only as good as the people who’ve taught you, and I’ve been lucky to spend a lot of time with some brilliant people over the years.
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