Innovation, ‘problem designing’ and creativity are at the core of Colenso BBDO’s future-facing framework. Scott Coldham (Managing Director), Edwin Rozells (Head of Transformation) and Gavin Becker (Head of Innovation & Ventures) chat with Laura Swinton (Editor in Chief at Little Black Book) to talk about where the agency’s heading.

Colenso BBDO is an agency that has never been shy in its creative ambitions but recently it has been tapping into a deeper well.

Back in 2011, it was a fairly standard-looking shop. Fifty people. A creative department. An accounts department. Planning. Production. A very recognisable advertising agency. These days, says MD Scott Coldham, while advertising and brand communications will always be a part of Colenso’s DNA the descriptor ‘advertising agency’ doesn’t sit so well.

“We actually debate this all the time,” laughs Scott, who says the agency would ‘jump through the window’ to work on the big creative comms projects but that it’s now set up to deal with more complex, solution-agnostic client challenges. They’ve landed on ‘creative company’ for now. It does the job and is pleasingly unpretentious – and while other agencies seeking to transform have been ironing creases into their slacks in a McKinsey-esque makeover or have been pushing their art directors into the broom cupboard to make room for armies of data analysts, Colenso’s belief is that creativity will always be at the core of what they do.

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