Full service independent agency Joe Public has had an eventful few years, culminating in a new positioning launched last week – Growthn or ‘Growth to the power of n’.
CEO Gareth Leck says that the last two years have been an especially productive and interesting time for Joe Public. “A number of things have changed our direction. One major aspect was regaining our independence in early 2009, which brought a whole new energy to the agency.”
Making several hard decisions has been liberating for the agency. “In the process, we got a great sense of possibility back again; we got the sense that our destiny is in our hands, and that where we arrive depends to a great degree on where we want to be,” says Gareth.
Joe Public began a process they call ‘Why Digging’ – a progression which took just over six months to complete and involved every person in the agency. Questions like ‘why are we doing this?’, ‘what is it that drives us?’ and ‘what is it that gets us excited to come to work every day?’ were investigated. The outcome was Joe Public’s ‘Growthn’ positioning.
“In the process we realised that growth becomes wishful thinking when there is no acknowledgment that it has to happen within the constraints of time and money. And that therefore the true measure of growth, is the measure of how much growth you can create, given these constraints. ‘n’ therefore represents the leverage required to maximise this growth.
‘n’ also represents the growth mindset that it takes to see every opportunity, every single day, and every temporary setback as opportunities to learn and grow. The mindset that is required to create powerful ideas - ideas that make a meaningful difference to the brands we work on.
We believe that ‘Growthn’ is more than a philosophy. It is a business practice. For this reason it has been integrated into all of our business processes to ensure we live it every day,” he says.