Self-indulgence, or thoughts on launching a new agency

Yes, we’re talking about ourselves. But it’s our newsletter and it’s been a big few weeks. We promise it won’t be a regular feature.

Immediate takeaways. All the cliches are true. It’s emotionally exhausting. We’ve had to learn some new skills, and put aside some aversion to self-promotion. The response has been overwhelming, and we’re deeply grateful for all the kind words. If you were one of them - thank you.

The ‘sideways look’. In one of the most meta moments imaginable, we found ourselves in a cafe, on launch day, seated a few tables away from the creators of hit ABC show, Optics. The series depicts a PR agency as it helps to cynically triangulate the latest corporate crisis, a tone which contrasts dramatically with the warmth, hope, and sense of community we felt that day. 

Probably doesn’t make for great TV though.