Bree Johnson, co-founder of Willow & Blake, discusses the agency’s transformation from an online magazine to a leading full-service creative agency and its commitment to empowering women in business.
Bree Johnson, co-founder of the indie creative agency Willow & Blake, recently reflected on the agency’s journey during its 15-year anniversary celebrations. Initially launched as a small online magazine, Willow & Blake has evolved into a full-service agency, catering primarily to the health, beauty, and fashion sectors. Speaking to B&T, Johnson shared insights into the agency’s growth, the challenges faced by women in the advertising industry, and the agency’s contributions to female-founded brands in Australia.
When asked about the origins of Willow & Blake, Johnson explained that it began as an online platform for creative expression among three copywriters passionate about storytelling. “We launched 15 years ago as an online magazine that was a place for the thoughts in our heads,” she said. As their focus shifted to meet market demands, the agency embraced a full-service model that melded copywriting with design, acknowledging that both elements are crucial to effective branding.
Johnson noted significant changes in the advertising landscape since the agency’s inception, particularly the rise of social media. “When we started Willow & Blake, social media was emerging; Facebook was prevalent and Instagram was in its infancy,” she recalled. This shift has allowed startups and indie agencies to emerge as influential players in the market. “We saw the democratisation of brands and a lot more of the startup communities start to come to the forefront,” she added.
The agency has been an advocate for female entrepreneurs, emphasizing support through mentorship and resources. “We are very proud to be a female-founded business,” Johnson stated. She highlighted initiatives like their course, ‘Of Course,’ designed for startup founders, which aim to empower women in the business landscape. According to Johnson, one of the agency’s strengths is its niche focus on brands for women, which enables them to connect meaningfully with their audience.
While discussing the evolving dynamics of brand-agency relationships, Johnson expressed the growing importance of value alignment. “I think it’s becoming more common… to think carefully about the brands they work with,” she noted, referring to agencies like Willow & Blake that choose not to collaborate with industries such as fossil fuels, gambling, or tobacco. She advised other agencies to establish clear guidelines from the outset to navigate such decisions effectively.
Johnson also shared her perspective on the future of the advertising industry, emphasizing the enduring significance of storytelling despite changes in platforms and content. She encouraged marketers to remain adaptable and prioritize consumer perspectives. Her closing advice to the next generation: “my life motto is to risk it for the biscuit. Don’t be vanilla. Take risks and be bold. It’s our job to be creative.”
In line with their commitment to social responsibility, Willow & Blake engages in pro bono work, producing about two projects a year. Johnson cited their collaboration with Eat Up, an organization providing lunches for children in need, as a significant initiative that resonates with the agency’s core values. “It’s important for us to give back to the community and to align not just with brands but with charities that align with our values,” she said, underscoring the agency’s dedication to meaningful contributions both within and beyond the commercial sphere.
Source: Noah Wire Services
