Confessions of a Creative Director "Start With No One Cares" - Agency founder Emily Jeffrey-Barrett on starting an agency during the pandemic and breaking the news to clients that people just don't care as much as they think they do.
Oct 22, 2024
Emily Jeffrey-Barrett, founder of Among Equals, a UK agency dedicated to impactful branding, shares her inspiring journey from corporate advertising to entrepreneurship during the pandemic. She reveals how the daunting realization that 'no one cares' drives authentic consumer engagement. Emily emphasizes resilience, meaningful content, and the creativity needed to transform ideas into actionable concepts. With insight into navigating financial uncertainties and the power of words in a visual world, her story encourages aspiring agency founders to embrace risk and authenticity.
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Founding Amid Pandemic Fear
- Emily transitioned from working in large agencies to founding Among Equals during the pandemic.
- Her fear of not starting outweighed the fear of failing, prompting her bold leap.
Early Client Wins
- Early clients like Mars and Native gave Among Equals critical initial projects.
- A pro bono charity campaign during the pandemic creatively raised donations and awareness.
Start With No One Cares
- People inside organizations assume audiences care as much as they do, which is rarely true.
- Starting every project with 'no one cares' leads to more honest, effective creative work.