LEADERSHIP
AGENCY OF THE YEAR - MEDIUM (2025)
Be Better - a transformational journey - Rogerwilco
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| Title: | Be Better - a transformational journey |
|---|---|
| Brand: | Rogerwilco |
| Product: | Agency regeneration |
| Agency Name or Internal: | Rogerwilco |
| Brand Representative/Marketing Director: | Charlie Stewart |
| Agency: | Rogerwilco |
| ECD: | Wilton Ackeer |
| Creative Director: | Dallas du Toit |
| Strategist: | Charlie Stewart |
| Executive Summary: | In 2023, we were caught in a long, exhausting conversation - one about selling our agency. It consumed our time, but more than that, it drained our souls. We lost focus on our people (staff attrition hit 30%); EBITDA fell for the first time in a decade; our product was average. Most importantly, we had lost our purpose. As 2024 dawned, we paused. We stepped away from the office, cleared the noise, and asked ourselves a hard question: What kind of agency do we actually want to be? The answer was clear: we didn’t want to be owned - we wanted to take ownership. Of our work, our values, our future. Remaining independent gave us that chance - the rare opportunity to build an agency that reflects the soul of its people. And so, with our team, we started again. We co-created a new internal compass. A standard we could believe in. A rallying cry for how we wanted to show up in the world. We called it Be Better. People: We rebuilt from the inside out. Our priority was to restore trust and energy in the team. We defined the kind of agency we wanted to work for - one that centres humanity, autonomy and accountability. We cut attrition to 9.7% in 12 months and improved staff sentiment dramatically (85% now love their work and actively recommend the agency). “Be Better” isn’t just a value — it’s embedded into 32 tracked KPIs. Planet: We’re mindful of the impact we have beyond our walls. In 2024 we secured B Corp certification, formalising our commitment to people, planet and purpose. We cut our water usage by 7%, drew the bulk of our energy requirements from solar, bought 84% of office supplies from local businesses and invested in staff-originated CSR initiatives. Partners: Client relationships became more intentional, more human. They say it’s not a principle unless it costs you something. “Be Better” makes us not want to work with companies in fossil fuel, mining, gambling and adult entertainment. In 2024 we turned down the opportunity to contest six pitches, a costly decision given SA’s weak economy. Despite this, our revenue still grew by 11.8%. Our average client tenure is now over 60 months and we have an NPS score of +64. The work got better - and so did the relationships behind it. Product: We doubled down on creativity and innovation. We launched proprietary tools that are transforming how we create and deliver work. We co-developed an AI fact-checking bot with Africa Check and helped Momentum Medical Scheme launch a radically honest brand campaign built around the emotional journey of illness. Profit: We believe in sustainable growth. Our EBITDA grew by 55% and our cost-to-serve dropped by 8%. Profit, for us, is not a goal in isolation - it’s what allows us to remain independent, invest in our people, innovate freely, and deliver long-term value to every stakeholder. Be Better is not an aspiration - it’s a measurable philosophy. And it’s working. |
