Two former vice-presidents from Cossette in Vancouver have started their own small firm called Will, which is focused on strategic and creative brand development.
The husband and wife team of Ute Preusse and Nick Richards said the agency model is based on their observations, after about 20 years each in the international branding and communications world, to find a “more effective path to creative results” in today’s rapidly changing marketing landscape.
Unlike other agencies that position themselves as advertisers, Preusse and Richards said they are more brand developers.
Preusse said their focus is not developing a brand strategy and identity, but “understanding the actions of the brand.”
“It’s having a far broader view on what the brand purpose is, and how the audience is going to emotionally connect,” she said. “And chances are it’s not going to be advertising.”
Will, the agency, draws on will, the word for drive and passion, as a way to sell their boutique brand development services. The company’s basic black and white, two-page website has a catch tag line that states, “Without will, there’s no way. So we’re Will. We’re the way.”
The agency has so far landed clients such as Nature’s Path, the Vancouver Art Gallery, HootSuite and the Squamish Music Festival.
Will currently has four full-time employees, including Preusse and Richards, an account manager and planner. The agency is working with a dozen contractors including a senior brand writer, digital experts, animators and researchers. It also draws talent from around the world depending on client needs.
Preusse and Richards met a decade ago while working at UK-based retail and brand consultancy Fitch and eventually moved to Canada where they each landed positions at Cossette.
When they left Cossette last fall, Preusse was vice-president, strategic planning and Richards was vice-president, creative director.
Asked how being married might be an advantage for the couple running their own agency, Preusse said they know each other better than most business partners, and have confidence in their commitment to the company and clients.
“At first clients might not even notice, but the big advantage is ultimate trust,” said Preusse. “We also understand each other’s areas of expertise and respect those.”
