#btsia Shortlist Focus: Dark Horses
Agency: Dark Horses
Category: Young Agency of the Year in association with Getty Images
Tell us about yourselves…
We are a creatively-led sports marketing agency: we help brands tell their stories through sport. And we’re agnostic about how we tell those stories: sometimes it’s with advertising, other times it’s design, while digital, partnerships, influencers, events and social strategy all play a role in our output.
Our philosophy is simple; we help brands operating in sport re-shape the boundaries of sports marketing. We call it ‘breaking away from the field’.
Why do you think you made the shortlist?
At just two-and-a-half years old, we realise the scale of competition just to make the shortlist is a feat to be proud of, so we’re delighted to be here: 2018 was a huge year for us, and one where we certainly lived up to our name as dark horses.
Our secret sauce is undoubtedly our culture. Our belief is that the team makes the agency, not the other way around, and our culture is made from a team of exceptional individuals who make us who we are, and something we feel is represents a key differentiator for us.
Secondly, our work. Being creatively-led, the ambition for the best creative leads us all. We care about getting to great work that adds value, not noise. And 2018 saw a range of stand out campaigns that did just that for the likes of Peloton, Under Armour and Just Eat to name a few.
And finally, our commercial performance. In the last 12 months, as well as retaining and developing existing relationships, we had a great new business year contributing to us significantly growing in size and becoming a highly profitable agency.
What made this project interesting to work on?
2018 has been an incredible journey of growth, both for the business and personally for everyone in it.
Who’s your MVP?
An MVP doesn’t exist. Without reservation, every person who chooses to walk through the doors at Dark Horses every day has built the culture of the place, and it’s their commitment, care and love for what we do that made this.
How do you plan to celebrate?
We’re celebrating the nomination with a big party for everyone in the agency. We’re over the moon with that as it is, and if we win on the night, what a bonus that will be.
The BT Sport Industry Awards are the largest commercial sport awards in the world and an unrivalled showcase for the best of the sector’s output. This year’s Awards will see the industry come together for its night of the year on Thursday, 25th April at Battersea Evolution.
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