Wieden and Kennedy London

.net: What distinguishes Wieden and Kennedy from other agencies?
NC: Wieden and Kennedy is the world’s only independent, creatively-driven global agency. We’re not a traditional advertising agency, but a creative company that makes and does a range of things that help build our clients’ brands and our own business. Our key strength is brand-building – finding cultural truths about the product, consumer and business. We specialise in understanding cultural trends. As a result, we’ve helped brands such as Nike, Honda and Nokia resonate on a global scale.

.net: What are the pros and cons of working in such a massive agency?
NC: Dentsu has 17,000 employees. That’s a massive agency. We have around 180 people, which puts us in the middle of the European Commission’s ‘small and medium size enterprise’ band. Some of the pros are that people get the challenge and variety of working across different things, without having to leave the agency to do so. We can handle the lead agency role on some of the world’s biggest and best brands, and we have the stability that comes from a broad spread of client relationships. The cons are that we can’t have everyone working together in one big room, and that it’s harder for new people to get to know who everyone is and what they do. There’s also a tendency for complexity to increase as size increases. Luckily, our simple-mindedness inhibits that tendency.

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