The industry needs to create, not suffocate

The industry was already in a state of flux before the pandemic hit. 

Holding companies seem to have been going in a different direction to the independents, where they all once stood on the same box, championing the same creative output. And the last year alone has seen a plethora of startups. So what does one do to stand out from the crowd?

We launched Mamapool because we wanted to spend more time creating work we were proud of. And, of course, to spend less time on the phone, in meetings, writing presentations... 

We thought our own agency 'marketing' should reflect this. So, instead of cold calling clients, we got to work on an opinion piece [above]: it's a meditation on the state of our industry, and a bit of a call to arms, if you like. And what happened was clients started cold calling us instead.