In the fast-paced world of creative agencies, standing out requires more than just big ideas; it demands clarity of purpose and the courage to challenge convention. At Boo, an independent agency born in Shoreditch, that mindset is embedded in everything they do. Founded to bridge the gap between ambitious agency thinking and the practical realities brands face, Boo has quickly carved out a reputation for bold, effective work that resonates.

Creative Director Izaak Flanders shares how the agency’s rapid rise has been shaped by a willingness to embrace discomfort, foster collaboration, and champion fearless creativity. From landing a dream project with Minecraft to building a culture where experimentation thrives, Boo’s journey offers a refreshing perspective on what it takes to grow, evolve, and make a meaningful impact in today’s creative landscape.

How was your company born and where are you based?

Boo is a feisty independent agency based in the heart of Shoreditch, created to close the gap between brand frustrations and agency ambition.

Founded by MD Jack White, Boo was born from his first-hand experience of the tension between big ideas (agencies) and the practical demands of integrated marketing campaigns (brand). He saw an opportunity for brands and agencies to work better together with greater understanding and empathy.

What was the biggest challenge to the growth of your company?

Probably the speed of our growth. We very deliberately went straight after where we felt we were most potent, it’s just been epic to see how quickly our impact has been recognised – it’s been a little hard to stop and breathe, but we wouldn’t have it any other way.

As a team we champion getting comfortable in the uncomfortable, figuring things out in real time as we break new ground week in, week out.

Boo is always moving but that’s where the fun (and the magic) tends to happen.

Which was the first huge success that you can remember?

Our first project with Minecraft was a huge win and a moment that really put Boo on the map. It was the moment of realisation that what we were trying to build actually works and not only did it work but we could go toe to toe against the best. Minecraft are such an incredible brand to work with. The world and community they have built is so strong and something that brings a lot of joy around the work. We’d landed a dream client instantly and got to create work that we were genuinely incredibly proud of.

What’s the biggest opportunity for you and your company in the next year?

In the early years of any agency, you’re constantly proving yourself, always chasing the next bigger brief.

We’ve reached a point now where the work speaks for itself, which is a great place to be. And while big global projects are a privilege, I’m really excited about what’s next.

Our overarching ambition is to punch creativity into the funnel where it’s lacking, to drive real impact. We have some great opportunities ahead of us to truly achieve that.

Can you explain your team’s creative process? What makes it unique?

Our creative process is deliberately hybrid. We look for multi-disciplinary talent or develop it so our team can wear more than one hat.

Where larger agencies often silo work across departments, we keep things connected. Multiple minds stay close to a project from start to finish, so nothing gets lost or watered down along the way.

Strategists, designers, copywriters all around the same table. It’s that shared ownership we love, creating space for cross-pollination, happy accidents, and fresh perspectives.

How does your team remain inspired and motivated?

A core pillar of Boo’s culture is Inspire. We believe everyone is responsible for keeping the agency creatively energised and curious, bringing their take on the world into these four walls.

We kick off Mondays with creative warm-ups, sharing what sparked us over the weekend. It might sound cliché, but it’s true: the best ideas often come from the most unexpected places.

We also make a conscious effort to look beyond ourselves, attending industry events together and keeping a close eye on what’s happening out there.

Which agencies do you gain inspiration from? Do you have any heroes in the industry?

4creative consistently stand out for their bold, risk-taking work. You can feel how much they genuinely love what they do and that energy comes through in everything they create. I had the pleasure of judging work with David Wigglesworth their ECD, recently and you can tell that he pushes that attitude of saying what you think and doing it with a smile on your face.

Their latest stunt, Dirty Business, feels provocatively art-led something between Banksy and the Chapman brothers. It grabs attention and makes you slightly uneasy. I loved it.

What is one tip that you would give to other agencies looking to grow?

Be brave. Back yourself and make sure the work you put out reflects how good you truly are. Create the work of the agency you want to be. It will bring the clients you want to work with.

How do you go about finding new clients/business? (Pitching, work with retainers, etc.)

So far our growth has been hugely organic. We were incredibly fortunate to land big projects from day one and we’ve found that nothing works harder, for bringing in new work, than your last project.

What’s your one big hope for the future of the industry?

I think we are seeing a return to fun, gritty, brave ideas. In the 90s agencies would sometimes book a two-week run for an ad because they knew it would be pulled. They knew they could get more attention with 2 fun weeks and a slap on the wrist than a safe ad. I think AI and the ability for anyone to create something that looks polished at a low cost will see a shift towards big, brave, original thinking, and I am here for it.

Can you share a defining moment in your company's journey that shaped its identity or direction?

Smooth seas don’t make good sailors and 2025 really put us to the test. We threw ourselves into the uncomfortable, said yes to everything, and learned a hell of a lot about who we are and how we work best.

We’ve come out sharper, more confident, and with a much clearer sense of what we’re capable of.

Put simply, watch out because we’re coming into 2026 swinging.

How do you foster a culture of innovation and experimentation within your team?

“Make Fearless Feel Easy” is our internal mantra.

Fearless thinking is the foundation of great work and creativity can’t thrive in caution. We encourage teams to be bold, playful, even a little silly, because that’s where original ideas come from.

The “feel easy” part is just as important. Our brilliant client services and strategy teams bring the rigour and reassurance that make big ideas feel exciting and strategic, not intimidating.

We aim to make snowboarding down Everest feel like a walk in the park.

Do you have any websites, books or resources that you would recommend?

For a fellow creative, I’d recommend pretty much anything by Dave Trott, an absolute go-to. It was one of the first times I read something that made every creative cell in my body shout YES.

As a leader, it must be Creativity, Inc. Pixar, man. Is there a better creative business? It’s the blueprint for building a culture where people feel empowered, brave, and free to do their best work.

And for a fellow troublemaker: Be More Pirate. A reminder that just because something’s always been done a certain way doesn’t mean it’s right. Break the rules. Build better ones. Get into good trouble.