Simon Hadfield.
Prime Mover Recruitment founder Simon Hadfield talks shop with Digby Richards, one half of Richards Rose’s founding partners.
Richards Rose’s Foundation
In an engaging discussion, Digby Richards recalls the intriguing genesis of the agency Richards Rose. Previously, he and Adam Rose had cultivated a successful partnership at AJF Partnership Sydney for five years. The turning point came when they pitched for the Mitsubishi Motors account. However, a major obstacle arose as AJF Partnership Melbourne represented Holden, necessitating local clearance to pitch for Mitsubishi. After winning the account, they faced additional challenges when General Motors deemed the situation a conflict. An amicable separation ensued, leading to the establishment of Richards Rose in July 2016, along with a valued client in Mitsubishi Motors.
‘Move the Many’ Philosophy
The agency operates under the philosophy ‘Move the Many,’ which stems from a reflection on its own practices. Richards explains that the foundation of their work revolves around creating emotionally resonant ideas. This approach evolved from their early work with Michael Miller for The Daily Telegraph and has since matured into a philosophy driven by marketing science and emotional engagement. The concept is simple yet poignant: “When we move people, we move business,” embracing strategies that cultivate enduring brand relationships.
A Decade of Success
As Richards Rose approaches its tenth anniversary, the focus shifts towards the relationships built over the years. The agency prides itself on a stable workforce, with team tenure averaging over five years. This stability has fostered enduring client partnerships, with notable clients like Lindt, Mitsubishi Motors, and Adelaide University maintaining their allegiance for over a decade.
Insights on Agency Life
Richards emphasizes the significance of both stability and high quality in team dynamics, essential for navigating large-scale projects involving C-suite stakeholders. The importance of nurturing a supportive workplace culture is equally paramount, allowing team members to cope with the pressures of agency life.
Current Industry Observations
While Richards tends to focus on client-centric challenges rather than industry-wide issues, he acknowledges the ever-evolving landscape of marketing. At Richards Rose, there is a strong belief that emotional decision-making precedes rational. The agency is also adapting to technological advancements, harnessing AI to enhance operational efficiency while preserving the value of distinctive creativity.
Admired Creative Works
Among recent commendable works, Richards lauds the innovative projects from Uncommon UK, including campaigns for Monzo Money and British Airways. He appreciates the ambition and emotional resonance behind these initiatives, which transcend mere aesthetic appeal.
Entrepreneurial Spirit
Richards reflects on his entrepreneurial journey, sharing insights that resonate with young aspiring entrepreneurs. He encourages youth to seize opportunities early, advocating for taking bold steps before familial responsibilities complicate life’s trajectory.
A Unique Personal Insight
Few are aware that Richards was instrumental in creating a ready-to-drink alcohol brand named doozy, alongside notable AFL players. This venture has imbued him with empathy for clients, revealing the complexities underlying consumer brand development amidst economic challenges.
Life Beyond Business
Outside of professional pursuits, Richards cherishes family time, sports, and staying active. He draws strength from his close-knit family, passion for AFL, and enjoyment of social gatherings.
Lessons Learned
In recent years, he has come to appreciate that happiness requires discipline, promoting a balanced lifestyle through family connection, exercise, diet, and adequate rest.
The Road Ahead
In a nod to future adventures, Richards reveals plans for a family holiday in Japan and Vietnam in 2027, an opportunity to reconnect with his past and share meaningful experiences with his children.
For more on Richards Rose and insights from Digby Richards, visit AdNews.
