This week, we're shining our company spotlight on legacy Canadian shop Agency59. We spoke to Brian Howlett, Chief Creative Officer, to get the inside scoop.
How was your company born and where are you based?
We were founded in 1959 in Toronto as Camp Advertising. Several generations of ownership later, we changed the name to Agency59 to reflect the pride in our history. It was an easy decision; not many independent agencies have stuck around this long.
What was the biggest challenge to the growth of your company?
As a small independent, it’s difficult to invest in the capabilities the global shops can offer. So, we need to be more resourceful - and dig a bit deeper. All of which makes us stronger.
Which was the first huge success that you can remember?
A long-time Agency59 CD followed his heart and opened a brewery. It was the first time a former CD became a client
At my first agency, I entered a Reader’s Digest poster competition. It was a simple headline, “Some Friends Never Grow Up”, showing young guys carrying a casket.
The winning prize was a trip for two to New Orleans and spending money, but I had just accepted a job in Asia, so I gave it to friends. I later found out I could have taken the cash value!
What’s the biggest opportunity for you and your company in the next year?
Reinventing how we work re: physical space. It’s an exciting time; our slogan, after all, is ‘New Since 1959.’
Can you explain your team’s creative process? What makes it unique?
One more candle – one more donor – can stop the violence. Amnesty was one of our favourite pro bono clients
I’ve worked at agencies around the world and have learned that it’s only about the people you bring around the table, the quality of the brief, and the environment you create. Clients should beware of any agency that makes too big a deal about any ‘patented process’.
How does your team remain inspired and motivated?
If you walk around the agency like an owner, you won’t be an owner for long. Titles mean nothing; if you have a good idea, share it, let’s make it better by jamming together. Give people the room to have fun and be goofy – laughter is creativity’s secret sauce. And never forget that we’re lucky to be working in this business. It is changing and has plenty of challenges, but it remains an awesome job.
How has COVID-19 affected your company?
To promote the Ride For Heart, we turned a wheelchair into a working bike, and documented its making in a beautiful short film
It’s been a huge shift but, in a way, a huge blessing. It’s forced clients and agencies alike to question everything, which is healthy. We’ve seen the value of being able to work virtually, but also the value of still connecting in the flesh and mentoring in the flesh. We look forward to figuring out what the right balance for our team looks like over the coming months.
Which agencies do you gain inspiration from? Do you have any heroes in the industry?
Anyone who starts their own business has my admiration. There are some new shops in Canada - Courage, Angry Butterfly, Broken Heart Love Affair - finding early success on the back of great work and culture. But the trick is in making it last. Another independent, 123 West, just celebrated their 10th anniversary. I know how hard it is to reach even that first milestone.
What is one tip that you would give to other agencies looking to grow?
Roll up your sleeves.
How do you go about finding new clients/business?
Our creative team found a simple, artful way to capture the magic of toasted marshmallow whip cream
RFP’s have become phone books and procurement has a loud voice, and yet the pitch process has improved, thanks to the efforts of groups like the ICA here in Canada. There is less spec work being solicited, and we’re being compensated for our time. But the best source of new business? When a previous client comes calling, because we’re starting from a place of trust and respect.
What’s your one big hope for the future of the industry?
That it worries less about its future role and learns to wrap its arms around its strengths. No other industry is better equipped to leverage the zeitgeist.
Do you have any websites, books or resources that you would recommend?
I follow the trades & awards, but today’s lauded work seems obsessed with PR stunts and ephemeral tech. I find more inspiration in TV and film because I’m still most moved by story.
