Before opening WIP, six of its founding partners worked together for more than six years (at CP+B) leading iconic brands like Domino’s, Hotels.com, Kraft Mac & Cheese, and Infiniti to prolific results. The seventh founding partner is a startup veteran with over 20 years of experience building companies.
We know what it takes to shift momentum for a major corporation or to make a startup successful. We saw first-hand how big agencies and holding companies operate. That’s why we built a new model for ourselves and for the partners we serve.
We believe every brand should be a work in progress.
We believe in long-term partnership.
We believe our partners should know who’s working on their business.
We believe in saying “we” and never “you” or “them.”
We believe we should have an intimate knowledge of our partners’ companies.
We believe in finding opportunity in every assignment.
We believe in uncommon honesty, and having the hard conversations.
We believe in being kind, thankful people.
We believe the people we work with can become friends and family.
We’re a full-service innovation and advertising agency. We work with every new partner to understand or uncover why their brand passionately exists. Then we use that WHY to fuel ideation, guide innovation, position products and offerings, and create the most powerful advertising possible.
We believe a strategy can only be judged by the work it creates, so we develop and present them together. Not in separate meetings separated by weeks or months. Our process moves quickly and looks 1-5 years ahead, allowing our partners to break from the rushed traditional briefing cycle that’s so inefficient and so reactive.
Then a team of experts begins working to bring any action, innovation, concept, or advertising campaign to life in the most impactful way possible. That could mean anything from hanging a store on the side of a cliff to building a coffee shop to bringing two dozen celebrities together for a bi-coastal multi-million-dollar shoot, and everything in between.
And then we continue to obsess over your business, because many of the best actions and advertising are invented without formal briefs. It’s why at WIP a core team composed of production, technology, account, strategy and creative works on every brief, every assignment, every production, and every minute.
We care a lot more about business results than advertising awards, but it's great when you can achieve both. Here are a few of the big ones the team won while at CP+B.
Cannes Titanium Grand Prix