Coming full (Arctic) circle

Arctic Circle's story is about how being brave created our initial success. Then the challenge to become a conventional agency set in and we lost our way. When we realised we had lost our way, we had to look back at our truth to find the brave challenger we once were. This is our story, and I believe it is the only story that will see our industry survive the next 10 years.

We're taking on a new perspective, one of a hero's journey. We are creating a new structure and model that will allow us to be brave again. This time we are 14 years smarter and we have listened to the frustrations of brands, its people, and our clients. We need to create the tools to help find new solutions, beyond the obvious ones which have previously failed the industry.

The final step is the return, where we invite brave brands to join us so that we can take this industry to the next level.

The start

Our story started off with a 24-year-old who set off to build the best design agency in Cape Town - with nothing more than a few rands, no clients and no staff. But it was about the essence, the belief and bravery of a youngster who had no right to challenge the rules and the establishment. I had youthful exuberance and cockiness, but was naïve too; regardless of this, I knew it was my destiny.

Many years later I realised that there was a better way to work, and that the old way of doing things was not going to get the results needed. With only a few brave clients on board, we created some exciting and creative solutions. Yet we knew things were evolving and if we stayed in the same lane, we'd be taken out by the competition. We took small brands to big brands, category losers to winners and start-ups to successful multi-nationals. It was all very exciting, but it was lonely as the big advertising agencies with their award-winning creative directors were still at play. I knew it wouldn't be for long though - and this gave me the energy not to give up.

Massive mistakes

We also made some massive mistakes. We hired the wrong people, partnered with the wrong individuals, believed in the wrong clients and with no money from any 'big daddy' we felt the consequences of learning.

But we needed to be honest about losing our way, about becoming more conventional. Along the way we forgot that entrepreneurial drive, the bravery that gave us the edge - and that made us challenge the norms. The day came when we realised too many clients come and go - forever changing agencies to seek the 'truth' and the ROI they were promised.

I'm sure you've heard many MDs talk about evolving and reinventing. In our case we forgot our truth, our essence, and we needed to take stock to remember where we came from and why we created this business. We decided to go back to what made us relevant and effective, but this time we brought the cavalry with us.

Finding the way back

Brands often lose their way at some point; maybe losing our direction was due to expanding too fast, or being too concerned with chasing revenue, acclaims, awards and so on. Now we are the guys who advise brands to go back to their authentic purpose.

That being said, you also don't want to miss out on telling your story. Too often businesses are doing amazing things that slip through the cracks and don't get publicised. In his book, 'Lead with a Story', organisational storyteller Paul Smith tells of how a Pizza Hut employee made a meatball sub for a woman whose husband was on his deathbed, and wanted that as his last meal - even though the option wasn't on the menu. The story was never communicated though, and Pizza Hut failed to communicate the amazing customer service its employees were offering.

Taking a new path

Arctic Circle was founded on Solutions Thinking, but 14 years ago that wasn't the vocabulary used and often it just meant creating a 30-second ad. But innovative thinking was always at our core, and now we're going to rekindle it through our new structure and solutions-based approach. We need to take heed to our own advice, and go back to our authentic purpose.

We were brave then, and realised that the traditional agency model is broken and cannot deliver to the evolving needs of businesses today.

We've realised that changing your approach of marketing and branding is scary, and that it won't be easy convincing the industry, or convincing brands to take a hard look at why the current way is not the most efficient one. The one thing we have absolute conviction in though, is what got us where we are today, and where we need to be going.

When we looked long and hard in the mirror we realised that the game has changed. Brand owner's needs have changed.

A new world

I'd like you to picture a world where your agency understands the full value chain from product ideation to campaign analysis. Understands the frustration of the marketing department's interaction with the business stakeholders, including departments like finance and operations. Understands how the execution of creative ideas is sometimes derailed due to a lack of understanding on the part of sales and operations. But what if complete understanding makes allowance for those challenges in designing solutions?

How about a world where your agency wants to collaborate with you, using your insights and category knowledge to make those solutions even more efficient? What if that ever elusive big idea is possible because your agency can tap into independent creative gurus who bring objectivity and a zest for innovation?

Also consider, is there a way to spend your shrinking budget on solutions that are measurable, and show efficient return of investment?

Ask yourself: what if my agency is brave enough to be completely objective in their approach to meeting my business needs? To create a world where the new big idea doesn't look like the new big idea from last year.

We are approaching an era where brands will have to be brave to thrive in a market that is becoming more competitive every day. We realise this, and we're looking for brands that will be brave enough to take that journey with us. And as I mentioned, this time we're bringing the cavalry.