Former Zulu Alpha Kilo executives Shari Walczak and Shane Ogilvie have left their posts as executive planning director and executive creative director respectively, to set up a new agency simply called “The Garden,” which they envision as a new breed of creative company. The Garden promises a uniquely holistic approach to its creative work, which includes everything from including marketers in every part of the process, to working with all divisions of a company in order to design and deliver a unique and successful brand experience. The thought process behind the name, according to its founders, is that anything can grow in a garden given the right conditions, the right seeds (in this case, good ideas) and a decent amount of care and attention.
Shari Walczak and Shane Ogilvie
Ogilvie and Walczak promise their new, one-of-a-kind agency will take a broader approach in harnessing creativity, offering brands innovative solutions to their problems. It will employ a unique business model, which will involve teams of experts being built and brought in to address specific problems that might arise. These experts could include anyone from interior designers and consultants to technology specialists, it will depend on the specifics of the job and the client. In short, Ogilvie and Walczak envision the agency as being about more than just writers and art directors.
Shari Walczak and Shane Ogilvie have left their posts at ZAK to set up a new agency simply called “The Garden”
Ogilvie has amassed a total of over 15 years of industry experience at some of the most creative agencies Canada and the US and has worked with some of North America’s biggest brands, including Coca Cola, Corona, Tabasco, Capital One, Audi and Budweiser. His work has also been awarded both at home and across the globe, I with recognition at Cannes Lions, The Clios, The New York Festivals and London International, amongst others. Walczak, meanwhile, has over 20 years of experience, as well as a Master’s Degree in Creativity and Change Leadership. She is a recognised brand strategy expert, top facilitator and workshop leader, and a noted change agent who has applied creative problem solving techniques to the business challenges of some of America's biggest brands including Cineplex Entertainment, Kraft Foods, Coca-Cola and many more.
The Garden creative creed
Walczak said “ It can no longer be just about buying impressions; it has to be about making them.” She explains that “ The customer now controls the conversation, which means the experience has to align with the promise at every point of contact.” She also stresses that, whilst their agency strives to do things a little differently, they will “Still make advertising if that's what the solution dictates.” The new model, however, also means that they will also be happy “To partner with a company’s AOR, in-house creative department or a third-party content creator to bring an idea to life.” She also underlines that reactions to their unique model have been generally complimentary thus far. “When people hear exactly how the process works and what the outputs are, they get really inspired,” she says, “And the response has been incredibly positive so far.”
The Garden will take a broader approach in harnessing creativity, offering brands innovative solutions to their problems
Ogilvie said the output of The Garden “Will be different for every company because it will be based on their individual needs.” This mean “It could be a brand repositioning or social strategy, or it could involve operational design or customer experience innovations.” He adds that “Because the process starts further upstream, the possibilities are endless, and the problem to be solved drives the decision on who’s brought in.” Whilst no specific clients have been announced yet, The Garden is currently working with several companies who have shown interest in the new model and hope to announce some formal partnerships in the coming weeks.
