The New Wave ~ WolfKing
The New Wave is Campaign Brief’s Q&A series spotlighting the next generation of independent creative companies and exploring how the indie model is evolving. From structure and speed to culture and capability, we unpack where these businesses are finding their edge and what’s driving client decisions today. Next up is WolfKing.
1. Give us the elevator pitch – who are you and what do you do?
WolfKing is the best bits of a big agency with none of the stuff you don’t need. We’re experienced, creative problem solvers who work on every single brief to deliver work our clients and their customers fall in love with. We do this quickly, cost-effectively and without fuss. All while having a lot of fun.
That’s how we’ve made great work for Audi, SleepMaker, HCF, Allianz, the National Museum of Australia and the National Australia Day Council.
2. Are indies still challengers, or have they become the norm?
They’re now the norm and increasingly the preferred choice. Clients want to know the people they entrust their brand to will be there looking after their best interests for the long haul.
Global networks can’t guarantee of this. Decisions made offshore often see key people removed with no say from the local operation or the clients themselves.
Indies can also be more innovative and daring. As partners, we determine our appetite to push, experiment, challenge and take risks. We’re not dictated to by CFOs only interested in pleasing shareholders.
3. What’s your unfair advantage over the networks today?
Size, speed, talent and connection. Our partners work on every client brief so we know each of our clients, their goals, challenges and ways of thinking. We’re across every aspect of their business so nothing is ever lost in translation or held up waiting for approvals.
Because of our skill and experience, the best creative solutions are arrived at and agreed upon quickly. There’s no hierarchy of inexperienced creatives second-guessing what the person above might think. This means we can be briefed on Monday and be back presenting on Thursday.
4. How are you using AI to compete above your weight?
AI has proven to be a boon for our agency, making our model more powerful. We now work with the world’s best researchers, strategists, focus group coordinators, global analysts and more. All helping us understand the market, consumer sentiment and global trends like never before. All at the touch of a button.
This allows us to focus on creating real solutions that work for our clients. It also means we can bring these ideas to life faster and more cost effectively than ever before, adding even more value.
AI has also highlighted our competitive advantage. When anyone can create ideas instantly, you need people who know whether they’re actually good or not.
5. What kind of clients are choosing indies right now – and why?
The smart ones. Across every sector, industry and at every size.
They’re not choosing an indie because they want smaller. They’re choosing one because they want less between them and the answer.
They want senior people involved in their business who are fast, flexible and get to the right answers without fuss.
Ultimately, they want their money going into the thinking and the work. Not paying for layer upon layer of people.
6. What’s next – growth, staying lean, or something else?
Lean and hungry. We never wanted to be big. We just want to make a big impact. Our size ensures we know every client and every aspect of their business. AI has helped supercharge this, increasing the breadth of roles and expertise we can offer, without diluting what’s at our core; outstanding creative solutions that answer our clients’ needs and solve their problems.
We always welcome new client partners who want to have fun creating great work.
Check out the other New Wave Q&As below:
Read Paper Stone Scissors’ Q&A here
Read Curious Nation’s Q&A here
Read cummins&partners’ Q&A here
Read Connecting Plots Group’s Q&A here
Read Jacko Jacko & Jacko’s Q&A here
Read Chimera Project’s Q&A here
Read Today The Brave’s Q&A here
Read Tightknit Studio’s Q&A here
Read Bastion Australia’s Q&A here
Read We Are Different’s Q&A here
Read SICKDOGWOLFMAN’s Q&A here
Read Kill Boring Dead’s Q&A here
Read Oblong Creative’s Q&A here
Read The Many Australia’s Q&A here
Read Bureau of Everything’s Q&A here
Read Art of the Possible ANZ’s Q&A here
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