Small. But big: Sydney independent agency Archibald/Williams rebrands to AW

Sydney independent creative agency Archibald/Williams is leaving the name behind to enter a brand new era as AW.

The move comes after the departure of Stuart Archibald who left in April to start a new venture, and the newly solo leadership of Bram Williams.

Archibald and Williams launched the agency 12 years ago after working together for two years at archibald ingall stretton in New York.

In recent months, Williams has energised the agency under a shared vision of doing things differently.

Says Williams: “In an industry weighed down by toxic cultures and work that gets sucked into the void, our approach is distinctly different to the norm. We are championing an environment where enjoyment is integral, mavericks and misfits are celebrated, and innovative ideas are tested with real-world relevance – often with a team BBQ as a backdrop.”

While AW will continue to service both new and long-term clients such as the NBA, Mastercard, News Corp and Cancer Council, they’re also introducing a series of changes that reflect this renewed vision. These include a new agency position and branding, new hires, client wins, and a fresh Surry Hills office space.

AW’s new positioning ‘Small. But Big’ denotes their people-first approach to work, client collaboration, and their team, while their updated branding and renovated office environment signal their commitment to a culture of open communication and creativity.

Says Williams: “We don’t see being small as a bad thing. We build bespoke teams when we need them, but our core team is a dedicated pack of individuals from diverse backgrounds and interests, who aren’t afraid to get their hands dirty, and operate with a judgement-free approach.”

As it dives head-first into its next chapter, the one word that keeps coming up is ‘gutsy’. William says it’s a descriptor for how AW is embracing change with courage and determination: “Our mission is speak clearly, take a common sense approach, and deliver results for our clients, driven by a dogged and fearless team. In this industry, I’d call that gutsy.”