Five by Five’s Annabel Mackie on Creativity, Working Culture, and her One-Year Agency Anniversary
Our industry is obsessed with stories. Rightly so, in many respects - they’re the gripping works of narrative magic that win our attention and connect us to brands.
Therefore it’s fitting that, one year into taking up the role of MD at the independent creative and innovation agency Five by Five UK, Annabel Mackie has such an engaging story to tell. Despite being played out amidst a backdrop of economic instability (Liz Truss was the UK Prime Minister one year ago, if that gives any indication of the tumult that has since followed), Five by Five has gone from strength to strength with new hires alongside new business wins alike. And, throughout it all, the agency has been able to double down on its admirable values. That shone through when, last March, Five by Five was named by The Times newspaper as one of the best places to work in the country.
And so, with her teeth now firmly sunk into the role, LBB took the opportunity to catch up with Annabel to chew through the highlights from the past twelve months, and what it all might mean for the future…
LBB> Annabel, what have been your personal highlights from your first twelve months in the role?
Annabel> Where to start?! There have been quite a few.
Firstly, getting to know our super talented team and building on that with some awesome new hires. This has not only enhanced our offering to clients, but has led us to having increased female representation in our senior leadership team. Which, I’m very happy to say, is now at 75%.
On top of that, we’ve been growing our relationships with our existing clients like Screwfix and Activision. Alongside that, amazing new clients like Charles Tyrwhitt and Sushi Daily have been benefiting from all the different offerings of the agency - from fully integrated campaigns to creating brand new loyalty programmes and everything in between.
Above: This feel-good spot for Screwfix is just the latest from Five by Five’s long-running relationship with the iconic home improvement brand
Plus, of course, we’ve only recently moved into our new digs on Oxford Street. Part of that process involved commissioning some inspiring art for our walls, which was another highlight.
And, last but by no means least, we’ve implemented a number of new people-positive pledges and built on our sustainability promises - reducing our CO2 emissions by 40%. As a result of all this and more, Five by Five was featured in the Sunday Times’ ‘Best Places to Work’ list this year.
So, like I said, there’s been a few!
LBB> Has anything about your time at the agency so far surprised you?
Annabel> One of the best surprises has been discovering how agile we are. So many agencies talk up this quality, but rarely follow through. However my experience of Five by Five is that we don’t just talk a good game, we’re able to deliver it too.
I’ve seen it in action myself, in being able to implement change extremely quickly. Whether that’s HR initiatives such as our 90-day ‘work from anywhere’ policy to being able to give talent opportunities to learn new skills swiftly, it’s been a refreshing case study in positive efficiency. That simple ability to get things done is a great quality to have as an agency.
Another thing that has not necessarily surprised me but has inspired me is the variety of the clients we work with. From Amazon to Tequila Patron, they’ve all given me plenty of opportunities to learn and apply my experience in new ways to the benefit of all.
LBB> On which note, Five by Five feels like an agency on the rise creatively. What have you been doing as MD to help facilitate a creatively-driven environment?
Annabel> I’ve always loved the creative part of my job, and I would like to think that since joining Five by Five I’ve tried to imbue that joy and excitement around our creative product. Sometimes that means reminding everyone of their role in delivering the very best work possible, and allowing teams to surprise me with the creative leaps they make in response. I’m super proud of the work we’ve delivered - not only is the work great, it is producing amazing results for our clients.
Additionally, moving into a new office has enabled us to have a bespoke space which is creatively inspiring. We commissioned a mural on one of the walls which was made by south coast graffiti legend Rick Walker of Paintshop Studio. And we also had members of our design team create a Soho Street scene, brilliantly featuring clients and colleagues.
LBB> You’ve recently moved into a brand new London office. Why was having that outpost in the heart of the city an important move to make?
Annabel> Our new business wins this year have largely been London-based so it made sense to have a larger central London office. Also given our retail expertise and client base, having an office in the heart of Oxford Street helps us ensure we’re able to take the retail temperature every lunch time.
Above: The custom-made art adorning the walls of Five by Five’s new Oxford Street space helps to engender a uniquely creative environment
LBB> As you mentioned in your highlights, the agency made an appearance in the Sunday Times’ ‘Best Places to Work’ list! What do you think were the most important factors in earning that accolade?
Annabel> Those who know me know that this award was really important to me. I feel it’s imperative that businesses don’t just write policy, but ensure that people’s lived experience at work is the very best. This award is evidence that our inclusive policies tally with the experience of our people, and why they really enjoy working at Five by Five.
The inclusive and collaborative culture we foster is key to this. I think this is critical to our creative output, as it’s only when people feel that they are in a safe environment that they are able to take the bravest creative leaps.
LBB> There’s been an ongoing conversation about working culture ever since the pandemic. What are the advantages that you see for the agency now, in comparison to what you see in the industry before the hybrid revolution of 2020 onwards?
Annabel> This one’s pretty simple. Enabling my team to work where they work best means that we get the best work from them. It’s a no brainer.
LBB> In spite of challenging economic conditions, Five by Five has grown with a number of new wins. How have you achieved that?
Annabel> You’re right, we’ve had an extremely encouraging last 12 months, achieving a win rate of 85%.
Our senior leadership team is relatively new but we have a strong and broad mix of integrated experience as well as a sense of fun. I think it’s this combination of experience and expertise without the world-weariness that is helping us have such a high conversion rate.
So I’m really pleased with what we’ve achieved despite how tough the market is, and I’m incredibly excited for the next 12 months!
LBB> Do you think that tough economic conditions change the relationship between agency and client at all?
Annabel> This year has been hard for all industries and categories, which naturally means that marketing spend is really scrutinised and therefore agency client relationships are under more pressure than normal.
It’s a bit cliched to say, but partnership is key to getting through any tough climate with clients. Knowing them, their business and their category as well if not better than they do is key. Plus, the ability to adapt quickly to their needs combined with a good dose of pragmatism always helps.
LBB> Finally, what does the future look like? If we were to have this conversation again in a year’s time, what do you think we’d be talking about?
Annabel> My goal is for us to be talking about the effectiveness of our work, more new business wins, creative awards, and growing our brilliant talent pool.
