The 1950s way of doing things - trying to package up creative work into linear, time-bound tasks with money attached - is, as our friends at Agency Agile say, ‘dehumanising’.
With that in mind, I sat down at a turning point in my career, leaving the agency I had co-owned with my husband for the past decade behind me, and asked myself, ‘Does the world really need another agency?’
The answer I came up with was no.
Don’t get me wrong, I adore the richness and diversity of agency life, but when I asked myself what this world truly needs of the skills, passions and talents we have as a team, I landed here instead:
The world needs more people who have discovered their own internal agency to create positive change in the ways that matter most to them.
Let me clarify my use of ‘agency’ here, as there are actually two definitions:
- a business or organisation providing a particular service on behalf of another business, person, or group.
- the influence or power to create change
As soon as I contemplated our future from a place of ‘what our world needs’, rather than ‘what we need’, Bare’s purpose became very clear. It also happened to solve many of the challenges caused by the typical client/agency paradigm.
Creating brand stories in days, not months; working transparently with clients to create stories that resonate with people; having no fixed job titles, and trusting in each other’s skills and passions to step forward and be genuinely accountable.
The industry may hate that we’re working lean and fast like this. But, we’re not doing it to piss anyone off, and we’re always happy to help other agencies progress. As agencies (a), we need to find our agency (b), and make it safe, relevant and imperative to authentically shift from using our creativity and skills to sell more shit, to telling stories that compel.
It’s not a price thing: this is what we believe people need. To strip back why they’re doing what they do; to create marketing strategies rooted in the knowledge that ultimately, no matter what we do in life, there’s a fundamental need to do things that resonate with people.
The days of building strategies and brands to serve our own egos are numbered. Business is the most powerful vehicle for change on the planet, and every brand or business has the potential to tell a story that matters. It’s what we do at Bare, because it’s what our work, our lives and the world demands of us.
If you’d like to know more about mattering, or you’d like to share what challenges you face in telling stories that matter, I’d love to hear from you. If you’re in a more read-now-speak-later type mood, take a look at our recent event on the subject. Some interesting topics raised by some even more interesting changemakers.