Uncommon was set-up four years ago by Lucy Jameson, Natalie Graeme and Nils Leonard - we believed our industry needed to change then as much as it does now. Even before the pandemic, people wouldn’t care if three quarters of brands disappeared tomorrow. But despite the general doom and gloom, we believe that business, brands and advertising can make a difference. Some brands can make a difference like never before. They do things differently. They fix a problem in the world. These are the brands that people in the real world are glad exist. These brands are valuable. They are few and far between. That’s why we call them uncommon brands. It’s also why we named our business Uncommon. We believe in building brands that people in the real world are glad exist. Brands that matter. Brands with purpose. That doesn’t mean that your brand has to save the world. But it does mean knowing why you exist, what you do for people, why you matter to them and what you contribute to the world. It also means delivering on your promises and purpose. Doing rather than just saying. Acts rather than advertising.

As well as having a clear purpose, we wanted to explore a new business model. Rather than just working for clients, if we spot or come up with an idea that deserves to exist, then we’ll back it ourselves. This has meant trying our hand at a new type of pitching: fundraising. Getting far more deeply involved and understanding a new, slower rhythm than that of advertising. So far, we have launched one of our own brands, Halo.coffee, Scents of Normality and we are in the process of developing one more, along with our accelerator Unrest that has already incubated 21 mission-driven new brands.

Four years in, we continue to make awarded and stand-out work across a breadth of brands locally and globally. Each with something powerful to say; from creating the most recognised mental health initiative in the UK with ITV, breathing new life into the iconic British brand B&Q to creating a free suit hire initiative for H&M globally to help young men find work which went on to win Gold, Silver and Bronze in Brand Activation & Experience at Cannes Lions in 2021.

Off the back of being named Campaign’s coveted Creative Agency of the Year in 2020, we went on to be awarded both Campaign’s 2021 Independent and Creative Agency of the Year - this is the first time a company has ever received both accolades in the same year. We’ve also been awarded Ad Age’s International AOTY, Creative Circle’s AOTY for the second year running and were the only British studio listed as one of Fast Company’s Top 10 companies in Advertising globally. We were also honoured to be one of Contagious Magazine’s Pioneers - a global list of agencies consistently setting the standard for excellence in marketing. We were also named the first ever ‘Most Contagious AOTY’ - which recognised our work and creativity during the uncertainties of the pandemic.