Nordic Special: Very

Boredom isn’t the usual reason for starting an agency, but then Very CEO Thomas Bjerg, natural free-thinker, norm-challenger and problem-solver, isn’t your usual agency head. His route to the Cannes Lions stage, where Very took Entertainment gold, has taken in community art projects, a degree in medicine and running the Copenhagen ad industry’s favourite club night

Speaking with Very’s CEO Thomas Bjerg is like playing with a puppy. He has boundless energy and enthusiasm, even though he’s just got back from a music festival. His demeanour is unsurprising considering the agency’s unexpected success this year at Cannes, and reflects his go-getter entrepreneurial spirit. It’s clear that Bjerg’s rebellious side has helped lead the 25-strong team into the global spotlight, something even he wasn’t expecting so soon.

When Very won Entertainment gold for its short film for Ford, The Family, both Bjerg and his right-hand man, COO Martin Vibe Jacobsen, were unprepared for their success. They’d decided not to go to Cannes despite being shortlisted, thinking there was no way they’d win. So when Jacobsen emailed Bjerg at 4.30am to tell him the news, Bjerg – awake with his new baby – was understandably confused. By the time the morning rolled around, the pair were on a plane to the French Riviera, ready to collect their Lion that evening. It wasn’t until a journalist called to congratulate them, though, that the reality of it sank in.

Spending just 24 hours on the strip known as adland’s summer playground was a bit of a blur for the duo, especially for Bjerg who’d never been before and admits he was unaware of its reputation. “I’m not in [the industry] for the glamour,” says Bjerg. “I’m in it to make a difference.”

What made The Family so different, apart from its length (16 mins), was the fact that it barely ‘sold’ the car, instead focusing on the family whose lives rotated around it. Inspired by the fact that the vehicle “was a space where families meet”, the team created a branded piece of content that told the story of a family going through the different stages of divorce. Choosing this format could be seen as a brave move for an agency that’s still establishing itself. But Bjerg confidently says, “If we don’t have the courage to challenge the ordinary, then there’s no space for us in the market.” Besides, they argue, if it’s interesting and relevant, why wouldn’t somebody sit down and watch a 16 minute-long ad?

Winning gold at Cannes has opened up new opportunities for the agency; it’s also led both current and potential clients to request similar work. But Bjerg refuses to offer this same format to other clients, citing that the one-size-fits-all solution doesn’t suit the agency.

For many clients, the biggest worry is how to remain relevant to consumers and Very can offer access to numerous communities across fashion, music and skateboarding, among others. Described as a ‘community marketing agency’ on its website, Very strives for “non-intrusive [advertising] that’s created for a [specific] target group”, according to Bjerg. Its USP is its connection to influencers, trendsetters and connectors in 25 different industries. By regularly engaging with these external “agency planners”, Very is able to tap into their way of thinking and gain a unique insight into what consumers want.

Don’t arrange a pitch for Thursday

Very’s special access is due to Bjerg’s unusual route into advertising. Always independent-minded and a free spirit, his parents – both professors of psychology – supported his ideas and nurtured his ambition, sending him to the ‘alternative’ Bernadotte school, which didn’t conform to traditional learning practices. “I was taught from an early age to always try to challenge [things] but to also come up with a solution to the problem,” he says. “Not just to complain but to come forward with suggestions.” That he did. Aged 14, Bjerg organised a dance with the neighbouring schools in his area, securing two local DJs and attracting 400 pupils. Though it was a relatively small venture, Bjerg says, “That experience taught me that instead of working for someone else, you could do something for yourself.”

After school, Bjerg spent some time with Diesel New Art, running projects within various communities, and started studying medicine, before settling on a university degree in business studies and communications. His next project was running a club night with four others, Very Disco, which became the spot for a certain crowd on Wednesday nights: “The whole creative industry was hungover on Thursdays,” Bjerg recalls.

A Very brave thing to do

This experience in giving the people what they want inspired him to create his own agency. But he realised he needed to get some on-the-job training first, and secured a job as project manager at agency Reputation. After six months, he got a bit bored, took out a loan and started Very. This year, the agency celebrates its 10-year anniversary.

Bjerg’s distinct background gave him an advantage in communicating with a range of sub-cultures, and made him the perfect partner for Jacobsen, whose strategic approach, learned from years at McCann Copenhagen, added to Bjerg’s connections, creating a perfectly balanced skillset.

Still, there’s always room to improve. “I always want to do better and take it to the next level… Maybe I forget to celebrate sometimes,” he admits. He wants to remain grounded, be humble and not get caught up in the excitement of such things as awards. “We’re not better than [we were] yesterday – we need to keep performing,” he adds.

Yet winning the Lion has inevitably opened new doors for the agency and it means Bjerg now has to get serious and focus on its future, whether that means opening up a new office overseas or partnering with other like-minded agencies internationally. But for now, this puppy deserves a treat for all that he has achieved so far.