When We Love started, back in April 2008, the world was on the brink of a recession, there were thousands of creative agencies all saying the same thing and people were still disgusted at the London 2012 logo… Remember all that hoo-ha? It seems so insignificant now doesn’t it?
Our motives of starting an agency were questioned, but we believed in a better creative world – where an agency got back to its routes and produced great work without charging (let’s face it) the inflated and greed orientated fees of others. Work that benefited the intended audience, not purely the agency.
Our sense of timing was questioned, but we welcomed the recession, I know that sounds misguided, but in our industry great agencies are born out of recessions – There is a flick of the reset switch, the fat is removed – we remember it’s about great creative, marketing and communications. Simple.
So what has been the secret to our last 4 years? Well, I won’t give it all away, but…
…in the beginning we had no clients, no website and no folio. All we had is what all creatives dream of… A completely white piece of paper to do with as we wished, along with our hard won reputations. It was time to start afresh – to reinvent what an agency should be and remember why we got involved in this industry in the first place – align our ethos and ethics to an ever (rapidly) changing and demanding world – get out there and spread our message. One of creative love.
We went against the grain when others played it safe and employed top of game talent to deliver on our promises of great creative and management. Within this structure we fostered an environment that invested in staff, encouraged creative thought, and empowered individuals to take ownership and accountability of their work whilst developing the concept of the team and not rely on hero dependency.
We found a niche. We developed an approach to transparent management and communications – allowing staff to have voice and help shape the future of the company. There should be no secrets.
We worked hard. Often above and beyond the contractual agreements we had made… Even today, if it needs that little extra we will give it, meaning that we do it better, faster, cheaper, more honestly, and with a wider range than our competitors.
But most of all, we created an environment that allows people to work with a smile. Promoting people to look at things with new eyes, to not be afraid or think of limitations.
Things great and small
With each dollar having to work harder and the amount of channels now available it pays to stay small and agile. It pays not to be the ’800-pound gorilla’. It allows us to work under the radar of the bigger agencies.
By staying small and focussed we hold on to the things that are dear to us, our passion of ideas, our love of storytelling and the acceptance of making mistakes. Mistakes are OK… If we don’t make them, then we aren’t pushing hard enough.
And what of 2012…
As advocates of design and communication we will be thinking about how we can change the world. To make it that little bit more special and leave a legacy – gifting back to the audience we rely so heavily upon to love and be influenced by our work. Yes, we live and work within a commercially driven world and environment, but it’s evolving… And brands can and will be playing a central role within this communication evolution – To make the world a better place to live in. It’s not all about the financial rewards… It now incorporates the story we are telling and the smile we should be leaving behind.
Our mission
As always; To over achieve – to deliver time and time again on our promise. To change the world ever so slightly for the better. To make the complex simple. To love what we do.
Here is to what we believe is going to be a most excellent 2012. Have fun with it.
Mark Anderson / Creative Director and Founder
