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Norwich design agency Creative Sponge says new branding reflects changes within the business

PUBLISHED: 11:40 13 November 2017 | UPDATED: 11:41 13 November 2017

Design agency Creative Sponge directors celebrates the launch of its new branding. From left, Philip Mann, non-executive chairman; Alex Tosh, managing director; and Scott McKay, director. Picture: DENISE BRADLEY

Design agency Creative Sponge directors celebrates the launch of its new branding. From left, Philip Mann, non-executive chairman; Alex Tosh, managing director; and Scott McKay, director. Picture: DENISE BRADLEY

Archant

As it enters its teenage years, design agency Creative Sponge says it’s ready to grow up.

Stand still in business, they say, and be prepared to be left behind – but the need for constant evolution is particularly keen in the world of marketing.

And as it marks its 13th birthday, design agency Creative Sponge, like many teenagers, is ready to grow up.

Its rebrand, unveiled at a party attended by nearly 100 clients and colleagues last week, gives the agency a more mature look – but the new logo and website are reflective of deeper changes within the business, says managing director Alex Tosh.

“It’s about us changing as an agency. We’ve been going 13 years and our focus is, as always, on creating fantastic work.

“But having [non-executive chairman] Philip Mann on board over the last 18 months has helped us to define us as an agency.”

That sharpening of focus has included key hires in creative posts, moving offices within Norwich, and several major client wins, including Anglian Water, Bewilderwood, the East Anglian Air Ambulance and, the latest, cereals brand Eat Natural.

“It’s as if we are moving from era one to era two,” said Mr Mann.

“The change to the brand represents something within the business. It’s like turning up the dimmer switch: it’s about amplifying what we do.”

The rebranding party was also a celebration of Creative Sponge being named as a Top 100 agency by Design Week magazine, which comes on the back of a 25% client growth over the past year.

The Norwich agency has been developing new commercial relationships, including working with fellow Future50 member Immersive VR on virtual-reality property marketing, and a fruitful link-up with Sky TV which has already led to contracts for television adverts.

But director Scott McKay says a significant portion of its growth can be traced back to clients being keen to out-source niche marketing activities to specialists, rather than keeping it within ever-slimmer in-house teams.

“It’s becoming such a specialist area, that marketing managers can’t know everything,” he said. “They are relying more heavily on agencies to have those key skills.

“We are good at spotting trends and doing research so that we can tell our clients what is going on in their industry.”

Creative Sponge employs 15 people and has offices in All Saints Green in Norwich and Holborn in London.

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