Early work with a drinks client taught the agency the value of engagement, trust, and honesty. Founder Richard Midgley explains how that distilled into the agency’s ‘Secret Sauce.’
“We are not an arrogant agency. In fact, I think sometimes we could blow our own horn a little more,” explains Midgley
This year marks Ponderosa’s 15th birthday and I suppose it is as good a time as any to reflect on what makes Ponderosa a great agency. Obviously, I would say that, as I am the founder and still the MD, but you will have to forgive my bias.
When we set out on our own, it was on the back of creating Crabbie’s Alcoholic Ginger Beer with John Halewood, the owner and founder of Halewood International, of Lambrini and Red Square fame. He was the first person to back us to go out on our own and supported us with our subsequent work. I often reflect on what he saw in us: firstly, he liked us; secondly, he trusted us; thirdly, he appreciated an honest answer and us challenging him even though he was a self-made multi-millionaire.
So, what of this have we carried over into our ‘secret sauce’?
I would like to say we are still likable. I wrote a LinkedIn piece recently in which I quoted the vice-chancellor of the University of Bristol, whose advice to the recent graduates was “don’t network, make friends” and I strongly believe we have done this. I am trying to think of clients and colleagues over the years that I have fallen out with and I don’t think I can remember one.
Yet, there’s a very long list of people who have worked for and with Ponderosa who are still friends and would be welcome for a coffee anytime. We have clients who we haven’t worked with for years, who have come back and say it’s like coming back into the family and that it feels like they have never been away.
Advertisement
Being engaging is one of our values – I always say to new starters that it’s our most important value. Creating a connection with colleagues and clients is so important and that is what we do. It’s very hard to get more work out of someone who thinks you are a bit of a knob.
Trust is the second ingredient. We try our damnedest to do what we say we will. Caring is also one of our core values. We love people who care about how they dress, how they write an email, and how they present work. People who care enough to want to be better. All that is about gaining and maintaining the trust of our clients. And that also extends to the work – trusting us to get the results they need or admitting when we have fallen short and doing everything we can to make sure it’s better next time. As everyone at Ponderosa knows, every day is a school day and, as our strapline says, ‘Better Works!’
And finally, honesty. We are not an arrogant agency. In fact, I think sometimes we could blow our own horn a little more, but we are comfortable doing a great job and getting paid for great work and results. But, as always, we are comfortable to challenge our clients and each other – not to prove a point, but to ensure we get the best work.
You may have noticed, but most of this stuff is about the relationships we have with people and not necessarily about the output. We firmly believe that if you get all this stuff right – the trust, the honesty and the likability – the work will get to the right place. And it has stood the test of time over the last 15 years.
Audience Collective
We are a collective of specialist agencies, each with its own deep expertise, and naturally think divergently to help brands outthink over outspending their competitors....
Ponderosa Agency
We're Ponderosa, a full service marketing agency in Leeds. The difference between a good idea and a brilliant one is insight. It's also what makes everything we...