We have just been commissioned by a maverick.

He’s a bold man who’s been brought in by a fantastic brand, a brand that makes a top quality product, and which now needs a really strong leader to make it as famous and profitable as it deserves to be.

Think of a necklace of metal, sparsely glittering with jewels. Most brands, and most company leaders, are sturdy, safe and reliable: the metal in the chain.

But it takes the glittering Apples and Steve Jobs, Virgins and Richard Bransons, of this world to make the business of brand properly exciting.


Richard Branson by Peter Rand, 1968.

Those who care deeply about the brand’s potential and never lose sight of the destination, however stormy the voyage.

Those who maintain clarity, refuse to be fuddled by obfuscation, entrenched systems and compromise.

Those whose innovations, one day, become the norm.

(I like to think that, in our way, Spring’s done this.

Who’d have thought five years ago that an agency with no financial backers or group behind it, an agency which had literally gone out on a limb by setting up in Southwold, an agency which puts its clients before its ego, would be one of the most influential agencies in Britain?

I hope we have challenged the norm enough for other ambitious companies to spread their wings, too.)

With truly great brands you can launch sociological history and write people into stories that change their world.

To work with the mavericks is inspiring and reminds me time and again why I’m in this career. I think – amongst all the hard work – we’re going to have fun with this one.