Agency Giants From £0 to Global Agency in 8 Years (300+ Employees) | Lucy Jameson | #24
Oct 10, 2025
Lucy Jameson, co-founder and CEO of Uncommon, shares her journey from leading Grey London to establishing a global agency servicing brands like British Airways and Google. She discusses the importance of building brands with depth rather than just campaigns. Lucy explores how AI can enhance creativity, the value of being selective with clients, and the need for intentional culture in a team. She emphasizes her mission to restore creativity in business, all while revealing insights on risk-taking and the future of brand identity.
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Saying No To Protect The Brand
- Lucy recounts that Uncommon deliberately rejects more clients than it accepts to protect its brand focus.
- They even questioned British Airways when BA first approached to avoid wasting effort on misfit briefs.
Leaving Grey To Build Bigger Brands
- Lucy describes leaving Grey with two partners to build brands beyond advertising and test alternative business models.
- They resigned right after Cannes during the Brexit week and started Uncommon to pursue broader brand work.
Build Your Agency As A Recognisable Brand
- Uncommon positioned itself as a consumer-facing brand with clear identity and purpose from day one.
- They also invested in creating their own products and an impact accelerator to prove their approach.
