Cape Town's New Agency is ready for a new age

“We’re sort of the anti-agency,” says James, “or maybe it’s just that we see ourselves as renegades. But we’ve found that often the most talented people prefer to be flexible, and want to work for themselves. So we’ve structured our business around that.”

The concept is simple enough; a small core team, working with various partners as and when their expertise is required. James is a copywriter and creative director, while John’s background is on the account and business management side. Between them they have most bases covered, and if they can’t do it themselves, they call in the cavalry.

With the help of their partners, they focus on strategy, design, copywriting, branding, artworking, photography, film and animation. Both founders cut their teeth overseas, and a number of their clients are overseas based, from relationships that go a long way back. But this isn’t an entirely new way of working. What is it that sets them apart?

John explains that it’s not just about running a lean business or passing on savings to clients:

“A lot of work places put an emphasis on their culture. It’s actually a buzzword you should be scared of. If you hear the word “culture” it likely equates to a handbook full of lofty ideals, and the implicit understanding that working late is the norm.”

“If we have a culture, it’s all about respect. Respect for our clients, our partners, and all of their needs, not just those that are work related. In our experience, people are only invested if they’re respected. I apologize for rhyming those two words. But really, we value relationships above everything else. Without relationships, we have nothing.”

And the name? What happens when New is no longer new?

“That’s the beauty of what we’re doing. We reserve the right to change with the times. In fact, that’s the only non-negotiable. We’re small, adaptable and happy to evolve. New never gets old.”

*If you would like to work with New Agency www.newagency.co.za, either as a client or a partner, please email az.oc.ycnegawen@nhoj