Quiet Storm at 30: Lessons from Three Decades of Running an Indie Agency

Never mind 30 years: a week or even just a day in advertising can be a long time. But as Quiet Storm hits three decades in business, we can honestly say that everything we’ve experienced – good and bad – has reinforced our determination to do things differently. That rebellious streak is as important to us now as it was back in 1995.

Quiet Storm has instigated, and been hit by, a lot of changes since Trevor launched the business. Determined to write, direct and produce the kind of unconventional creative work that he had become known for, it was the first of its kind in the UK.

The agency has since been sold and then regained its independence, converted to an employee-owned trust, survived a financial crisis and a pandemic, and given underrepresented talent a chance to shine with Create Not Hate. We’ve built brands and relationships, done plenty of memorable work that breaks conventions and challenges categories and (most days) we also have a laugh.

After 30 years, we are still in a cycle of constant challenge and renewal, but we wouldn’t have it any other way. And while we will never feel like we’ve nailed it, we are definitely learning some valuable lessons along the way.

Hold on to your values

Hold on to the hunger and the desire that you started out with, and know that there’s always something new out there to inspire and drive you. For us, the consistent thread has been our unconventional approach married to strong values, and our honesty around those. They inform our relationships with clients, who we hire, how we operate, and the work we produce.

Our values are not mission statements; they’re about knowing how you want to approach life and work. For us, that means everything from making memorable work that works for clients (not just entertains the industry), treating our staff well, tackling injustices, helping underrepresented talent, and having fun doing all of it.

To sell or not to sell?

Back in 2012, we believed that we’d be more attractive to bigger clients if we had a bit of weight and scale behind us. It was a challenging few years, post-financial crisis, and being part of something bigger seemed appealing. When we part sold to Inferno, we gained access to their resources and support, but we discovered that clients and staff were most attracted by our independent ethos, and that inevitably gets diluted in a group set-up. So, when Inferno was bought by IPG, we were able to duck out of the deal without much fuss and get back to being ourselves.

Building for the long term

Eight years after leaving Inferno, Quiet Storm became an employee-owned trust. It was part of our drive to do things differently; in a way that not only benefits us, but also gives everyone the opportunity to share in our collective success. We love the idea that we might be able to help people get or pay off a mortgage, or whatever they want. An EOT doesn’t change the nature of our relationship with clients; it makes the team more invested, and it opens a pathway for future succession. Even though we can’t imagine not being here, we do want to know that the business we love can one day continue to thrive without us. It’s just good management.

Tough times aren’t all bad

You don’t go into business for an easy ride. You have to learn to hold on to the upside and understand that challenging circumstances push everyone to be better. It might be scary at times as an independent, but that nervousness creates an energy and drive that you need. It’s always personal, and every decision counts.

In difficult times, when you are constantly analysing and questioning every move you make and every conversation you have, you don’t take your eye off the ball for a second. But when things are going well, it’s easier to start taking things for granted. Not being vigilant is a mistake, always.

Put the work first

Big ideas last generations, which is why Trevor’s ‘You’ve been Tango’d’ ad was chosen as a landmark commercial moment in ITV’s 70th birthday celebrations this year, and it’s why our Haribo ‘Kids’ Voices’ campaign is still as entertaining and effective as it was when it started over a decade ago.

While newer tools like AI are fun to play with, they’re only useful if they help you make ads that build brands that people love and talk about. AI can help us be more efficient, but it won’t replace the kind of insight and instinctive creativity that comes from opening your eyes to the world around you.

Our approach will always be grounded in truth and mischief; taking something everyday and making it extraordinary and unexpected. We believe that you have to push out of your comfort zone to do something truly surprising and ground-breaking, which often means giving people what they don’t know they want or need.

Everything leads back to the first point: hold on to your values. They keep everything on track, as long as they leave room for spontaneity and laughter. That’s why we’re still looking forward to a new round of challenges, triumphs, and whatever else the next three decades have in store for Quiet Storm, with, but most likely, without us.