For a very special company spotlight feature this week, we sat down with Bickerstaff CEO Veronika Selega, Creative Director Ilia Anufrienko and Senior Copywriter Andrii Bezliudnyi to discuss the challenges of working in war time and how creativity continues to flourish in even the most trying of conditions.
This is an agency born during the pandemic and working under the most extreme pressure imaginable. That they continue to churn out such compelling content for their clients only underlines the transformative power of creativity.
How was your company born and where are you based?
In the year of 2020, when the world was grappling with the Covid-19 pandemic, our company, Bickerstaff.477, was born as a new player on the advertising scene. We are a Ukrainian-based creative agency that stepped into the spotlight during those challenging times, demonstrating resilience and determination.
Despite being incredibly young, our agency possesses the psychological age of about 43. This metaphorical age reflects our rapid growth and maturity, as when you start your journey during a global pandemic, and continue amidst full-scale challenges, a year seems to count for 14.3(3).
Based in Kyiv, Ukraine, we have made a significant impact on the international stage as well. In the rest of the world, where time ticks on normally, the ADC Annual Awards in New York recognized our achievements, marking us as the Boutique Agency of the Year.
We even made it into the top 20 best agencies worldwide according to the global rating of The One Club For Creativity. Our beginnings in a time of global crisis and our location in Ukraine have shaped us into a resilient and innovative agency.
What was the biggest challenge to the growth of your company?
The biggest challenge to the growth of our company, Bickerstaff.477, has been working under incredibly taxing conditions, including constant rocket attacks, without electricity and heating. In such an environment, creativity becomes even more of a challenge.
But we managed to create something cool, something useful, even under these circumstances. Something that has been recognized by prestigious awards such as Cannes Lions, Golden Drum, Effie Awards, D&AD, The Drum Design Awards, Communication Arts, Design Week Awards, and many others.
We had to do it as effectively and creatively as possible, because there was no other way. In other words, we were simply forced to excel at a global level. Firstly, to help Ukraine and introduce foreigners to our industry and culture. Secondly, to stay afloat ourselves.
The saying goes: "If life gives you two years of a pandemic and an attack from a nuclear state - make lemonade out of it." Instead of lemonade, we at Bickerstaff.477 garnered a bunch of international awards in just 3 years of existence.
These extraordinary circumstances have shaped our journey, pushing us to seek our own recognizable style in creativity and promoting our country as a place of creative and progressive people. Despite these challenges, or perhaps because of them, we have been able to achieve great success.
Which was the first huge success that you can remember?
The first huge success that we can remember at Bickerstaff.477 came in our initial months when we undertook the rebranding of the island of Khortytsia. This project was initiated by the Office of the President of Ukraine, and for it, we recently won gold and bronze at the ADC Annual Awards, and a Cannes Lion earlier.
In the project, we departed from the focus on the Cossack past of the island, a local historical trope popular since Soviet times. Instead, we combined ancient folklore with ultra-modern design solutions. The goal was to make branding appealing to the world and present Ukraine as modern and known not only for its troubles. Every piece of this work was a stride towards not just quality, style, trendiness, or coolness.
This marked a turning point in our journey, as the Ukrainian creative industry is relatively young, and for a long time, we were in the learning phase, trying to emulate the methods of established players. Even before the war, there was a prevalent notion that somewhere out there, someone knew the secrets of creativity and possessed skills we lacked.
Of course, others had skills, but we also discovered skills they didn't have, and therein lies the magic. That's how our style was born, how recognizability and unique features emerged. The success of the Khortytsia project exemplifies the dawn of our unique approach and stands as a symbol of our early achievements.
What’s the biggest opportunity for you and your company in the next year?
Ilia Anufrienko
The full-fledged entry into the international market and the opening of a physical representation in the United Kingdom. Currently, we have orders from the United Kingdom and the USA, but they are still not of a systematic nature. We see a great opportunity to create value for these markets and bridge our cultures, worldviews, and approaches to communication and design.
Can you explain your team’s creative process? What makes it unique?
Ilia Anufrienko
It would be untrue to say that our creative process is somehow unique. It consists of research, strategy development, brainstorming, reviews, and many other processes that are hardly different from the approaches of large international network agencies or other boutiques.
But what, in my opinion, truly sets us apart is an irrational desire to create something beautiful that will help businesses grow faster and make society more beneficial.
How does your team remain inspired and motivated?
When challenges arose in our projects, our team stood united. The spirit of unity was captured by Bickerstaff.477 when we partnered with Galychyna, a renowned brand. We launched a campaign, "We Instead of Me," rebranding Galychyna's products after various concepts that reflected our values.
This wasn't just a marketing strategy, but a call for unity and solidarity within our team. The campaign was a masterstroke, turning everyday projects into symbols of collaboration and determination.
The Galychyna campaign resonated within our team, sparking a surge in creativity and revitalizing our working environment. This effect extended to related projects and goals, breathing new life into our overall productivity. The campaign also served as a wake-up call for other team members, inspiring them to step up their game.
Those who had been dormant were forced to engage in innovative ways, contributing to the growth of our collective motivation.
The success of our internal campaign was evident from the moment the new ideas were implemented. Team members were drawn to the vision that united us, providing a sense of comfort and hope amidst the chaos of the challenges. The campaign went viral within our organization, solidifying its position as a strategy that truly understands our team's spirit.
In the current state of affairs, Bickerstaff.477 has proven to be a formidable contender. Our journey serves as a testament to the power of creativity and resilience in the face of adversity, showing how we remain inspired and motivated.
How has COVID-19 affected your company?
Ilia Anufrienko
Very significantly. COVID taught us to work despite any limitations. Before, it seemed that if a creative pair did not meet physically for brainstorming, there would be a collapse. Or that deep interviews for research with people had to be conducted only in the office.
COVID served as a sort of preparation for the fact that the agency can successfully work in a hybrid format and create equally high-quality projects, while in some processes even faster than before.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
Ilia Anufrienko
"Do not make unto yourself an idol" (c). We are fascinated by all the incredible people who are the driving force of the industry; if we were to list them all, it would fill more pages than a phone book.
In my observation, if creative minds were the heroes of the industry a few decades ago, now it's marketers who have the steel nerves to make bold decisions and not produce junk. These are my heroes.
What is one tip that you would give to other agencies looking to grow?
Veronika Selega
Never betray your principles, even for a big money.
Ilia Anufrienko
Enjoy yourselves.
How do you go about finding new clients/business? (Pitching, work with retainers, etc.)
Veronika Selega
In most cases clients are coming with the task to us. We have our own positioning and our audience in Ukraine and in the world knows that we are about non-linear solutions. People know about our achievements as well as our past clients advise us to their friends.
But also we have enough courage to propose ideas to companies whom we like. Then we simply find contacts and ask for a short meeting. It doesn’t mean that client has to approve the idea, but everybody likes to see the brand by other eyes, from outside
What’s your one big hope for the future of the industry?
That brandwashing and masquerade will take a back seat and the industry will truly be a driving force for positive changes. And this is not only about saving whales or reducing the carbon footprint, but also generally about responsible business development.
So, stay tuned for the next act in this extraordinary performance, because if there's one thing we've learned from Bickerstaff.477, it's that the best is yet to come.
Do you have any websites, books or resources that you would recommend?
Ilia Anufrienko: Carlos Castaneda:
- "The Teachings of Don Juan: A Yaqui Way of Knowledge"
- "Tales of Power"
Diogenes Laërtius:
- "Lives and Opinions of Eminent Philosophers"
Laozi:
- "Tao Te Ching"
If you like these books, then it will become a habit to observe the world, which in my opinion is the most important thing in our industry: to study different cultures, customs, and continue to discover different worldviews, synthesize various cultures, and explore new visions.
After that, it becomes interesting to explore Rastafarianism, Hinduism, Islam, politics, how the ancient Sufis existed, and where the first theories of solipsism came from.
These are books that, in my opinion, can help shape a worldview. As for professional literature, I recommend almost everything – from El Ries, Ogilvy, Trout, Kotler, Sharp to Hegarty, Dan Wieden, and others. It's wonderful to explore common views and contradictions of both classics and contemporaries.
