I rarely put posts up where I talk about myself, but this will be the exception.
So, nine years after being one of the team that started Cow, I’m back in start-up mode!
Cow (where we remain part of the group) has done some incredible things, going from a £10,000 loan in 2001 to agency of the year in 2008, while remaining completely independent. That’s thanks to the amazing group of people working there.
The awesome Louise Doherty has come over from Cow Digital to help me make Rabbit happen and we’re drawing on five more Cows in Cape Town and London – really we can be as big as clients need us to be. But, if with Rabbit we achieve just a fraction of the success that Cow has had, I’ll be happy!
Why a separate agency rather than a division? Three reasons really, two commercial and one personal.
I know there’s been chatter that this year could see the end of division between digital and traditional agencies, but from experience, we’ve lost out on business due to some brands still preferring to give online business to someone they saw as a specialist.
Having said that, we have backgrounds in traditional comms and marketing and don’t believe in working in silos. Whatever we develop will be designed to have traditional media legs as well as online ones. In fact, ideally we want to become the lead creative agency in campaigns.
Then there are certain advantages in being able to build up our own client base. Some clients we’ll of course share with Cow. Others will be our own.
And from a personal point of view? I just fancied trying this all over again and concentrating on something that’s become a specialism of mine.
We like carrots, not sticks
Finally why Rabbit:
Because of the Cow link we wanted to choose an animal, but we took one that was as likely to be undomesticated as live on a farm. Then there are the obvious Internet connotations with ‘rabbit, rabbit’ and ‘breed like.’