It’s our mantra here at WILL and please find below 5 reasons why you might want to adopt this for your next creative campaign.

1) Hello?


89% of advertising goes unnoticed, so of the £20bn that was spent on advertising in the UK in 2015, nearly £18bn went down the plughole.

Tell that to the board if they think the work should be safer.

2) Brave

With the above in mind being brave is not an option, it’s a must.

3) Attention is not sector specific

You are not competing with brands in your sector, you are competing with every other brand in the ad break / magazine / social channel.

Think of it like this and it will force you to raise the creative bar for good.

4) Set the tone

If the board need to sign off the campaign then before you start writing the brief think about discussing the above with them so that everyone sets out on the same path, we don’t want anyone gasping for air when they see a big head turning idea.

5) ROI

Ideas That Turn Heads have been proven time and time again, by us and other good creative agencies, to deliver better ROI.

Playing it safe is dangerous for your bottom line and job satisfaction.

By Creative Agency WILL

5 Tips for Challenger Brands

5 Tips for Challenger Brands

Unless you’ve been living on the far side of Pluto, you’re probably aware of Leicester City winning the Premier League at odds of 5000-1 after just escaping relegation last year.

As far as challenger brand success stories go, it’s one for the ages. Here are 5 lessons that the Fantastic Foxes can teach brands.

1) Know who you are

Leicester didn’t win by trying to play fashionable possession football with a thousand passes per game like the big clubs do.

They stuck with a less flashy hard-work and quick counter-attack strategy.

If your brand is a challenger, don’t try and play the big brands at their own game because they’re better at it than you are (and probably have more money to do it).

Be the best you, rather than a second-rate someone else.

2) Play to your strengths

Leicester have two of the three fastest attacking players in the league, ergo counter-attacks work for them.

What have you got?

A really great back-story that might appeal more than a big faceless corporations?

A desire to do things differently to the status quo (remember the famous Avis ‘We’re number 2, so we try harder ‘ strategy)?

A product or service that is genuinely different. Find your strength before you start poking the big beasts with a stick.

3) Think Different (credit: Steve Jobs)

Big teams do expected things like spend loads of cash on star players.

Leicester spent small on rejects, has-beens and never weres, but boy, did their rag-tag bunch turn out to be hungry!

Likewise, challenger brands can’t compete with big brand budgets, so you have to do it by being smarter, fresher and hungrier in everything you do, from the ideas you buy and the agencies you work with to the media you use.

4) Trust Your Team

When star striker Jamie Vardy got injured the football world thought ‘Nice story, but that’s the end of Leicester then.”, Manager Claudio Ranieri and the team trusted their plan and the man who came in for Vardy.

Leo Ulloa responded with two goals at a critical point of the season.

When you’re a challenger brand, your team is smaller than the competition’s.

Turn it into a strength by making sure every one is trusted to play a scoring role.

5) Treat your fans right.

Leicester handed out free gammon baps for their travelling fans this season. They also spent thousands on noisy clappers for every fan at home games.

The result? Probably the best support in England, sometimes so loud it seemed to will the ball into the opposition net.

If you’re a challenger brand, take the best care possible of customers who love you.

Just like Leicester sometimes seemed to have 20,000 players on the pitch, your fans can give you a voice far beyond what your marketing budget can buy.

By Creative Agency WILL

5 Thoughts on tone of voice

5 Thoughts on tone of voice

Telly, print, digital, Facebook, Twitter, Insta, Snapchat! If you think of channels as mouths your brand talks through, it’s never had as many all talking at once. Here are 5 thoughts on how to make sure the same voice comes out of all of them.


If you don’t know what your brand should sound like, take the time to find out. What your brand stands for will dictate its tone of voice. Finding out can be a fun exercise once you get past your desire to sound like Innocent Juices, even if you’re a bank. (Everyone we’ve ever done this with wanted to sound like Innocent).


More channels mean you probably have more people talking on your brand’s behalf. The person writing your TV spot is different to the person in charge of your Twitter is different to the person coming up with your content.  And so on. Make sure they all know and can talk in your brand’s voice before you let them loose.


Think of your brand as a person that goes to different places and makes small adjustments to how they talk when they do. Twitter may be your brand in the pub, while your e-tail site may be your brand at a job interview. It’s going to say the same things, in a slightly different way.


Tone of voice used to be defined as ‘your brand’s personality as expressed through the written word’. Communication is probably more visual and instant than it’s ever been, so apply your tone of voice to what you look like too. The two should go hand in hand (that’s why a bank shouldn’t sound like Innocent Juice, to re-visit an earlier example).


If you’re doing the actual writing, read it back to yourself out loud, not as yourself but as the person you picture your brand to be. While you may not nail the accent, the only way to know if something sounds right is to actually listen to it. If you’ve found these tips helpful, or want to know more about how we help clients find their brand’s tone of voice, get in touch!

By Creative Agency WILL

5 Creative Lessons from Bowie

5 Creative Lessons from Bowie

Last week the world bid farewell to an individual who was quite simply a Creative Titan. Here are 5 lessons (amongst many) from David Bowie that apply to creative advertising and brands.

Stay True

In 2002, Bowie told the BBC, “What I do is I write mainly about very personal and rather lonely feelings, and I explore them in a different way each time.” He changed visually with each persona but he stayed true to the same themes. Brands should do the same, tell the same story but constantly find new ways to do it.

F*ck Up (sometimes)

Director Julian Temple says Bowie inspired people “to try something, f*ck it up, learn from that, and do something else.” To stay safe is to stand still. And who wants to do that?

Explore More

William Burroughs cut-up technique to write lyrics borrowing from Kabuki for Ziggy’s look, releasing a single online only way back in 1997, playing with rock, soul, jazz and more. He did it all. If you only do the stuff you’re comfortable doing, you’ll carry on getting the same results you’re getting.

Don’t Settle

Cameron Crowe spent six months with Bowie in the 70s and said he ‘had a restless need to be creative.’ Always think about what you’re going to do next and how it can be better than what you did last. It’s the best way to avoid being the creative or brand known only for something you did 10 years ago.

Be Fearless

For our money the release of Blackstar and Lazarus timed with David Bowie’s passing is the most breath-takingly brilliant piece of multi-media performance art we’ve ever seen. If that’s not being fearlessly creative in the face of a tough brief, then we don’t know what is.


Yes, we know this is number 6, but it’s a good one. Collaborate with the best people you can possibly find – it will pay off, like this If any of these lessons have made you want to be a rock star, please give us a shout and we’ll organise a jam session!