Northern agencies aren’t just keeping up with their London rivals; they’re leading. So why do brands still gravitate towards the capital? Guy Utley, Executive Creative Director and co-founder of Leeds agency Tall, says it’s time for a rethink.
For years, I’ve seen brands gravitate toward London agencies, often under the impression that they possess a higher level of creative skill, experience, or strategic knowledge than their northern counterparts.
But is this belief grounded in reality, or is it simply a case of perception outweighing fact?
London has long been seen as the heart of the UK’s creative industry, and for many, working with a London agency carries a certain prestige. But does that automatically make it the best choice? Or is it simply that southern agencies exude a greater level of confidence?
The power of perception
Marketing is all about storytelling, and perhaps London has told its story better.
The perception of size, legacy and global influence may give brand managers a sense of security when choosing an agency. The idea that “bigger means better” is a comfortable mindset. The lure of networking in a vibrant city, exclusive client dinners, and the cultural gravitas of London may also play a role in decision-making.
But here’s the thing – perception isn’t always reality.
A new era of creative excellence
Northern agencies aren’t just keeping up; they’re leading. Leeds, Manchester and other Northern cities are home to agencies delivering world-class work, proving that creativity, strategy and innovation are not tied to a postcode.
Collaboration runs deep in the North. It’s more than just sharing resources – it’s a true knowledge exchange, where agencies work together to complement each other’s strengths and deliver the best possible outcomes for brands.
Or look at the agencies within a few miles of where I’m writing this, in Brewery Place, Leeds – SuperSonic, Northern Artillery, Onstate, Engage, Sun Branding and of course my agency, Tall.
Each is consistently proving that world-class creativity thrives beyond the M25. And it’s not just regional brands taking notice; global giants are, too.
At Tall, we collaborate with brands across the world – from SharkNinja in the US to LEGO in Denmark, and forward-thinking companies in Dubai – brands that prioritise results over postcode prestige.
Collaboration that drives results
Every successful advertising campaign is a complex puzzle, where strategy, creativity, production and media planning must seamlessly align. The North boasts a vast talent pool of agencies with distinct specialisms across creative, strategy and PR.
The success stories speak for themselves:
- Alchemy has played a pivotal role in the media strategy, planning, and buying for Boost Drinks, helping the brand triple in size over a decade to become the UK’s favourite functional drinks brand. Their collaboration with 29 agencies, including Brand Nursery, Finn, Hatch, IMA, WeAreSyn and Refinery, has been a cornerstone of this success – demonstrated by their regular ‘All Agency Days’ driving shared goals.
- Hip Pop, the UK’s fastest-growing soft drinks brand, has seen remarkable success working with Robot Food and Zeal. The Manchester-based company’s sales have skyrocketed, surpassing last year’s total revenue just months into 2024.
Breaking the divide
The world has changed. Remote collaboration is the norm, and companies are now choosing partners based on capability, chemistry and creative ambition – not just geography. Northern agencies have the talent, the strategic thinking and the results to back it up.
So why does this North-South divide still exist? And more importantly, how do we finally move past it?
Perhaps it’s time for marketing leaders to rethink their criteria – not where an agency is based, but what they bring to the table. Because in today’s world, the best ideas win – no matter where they come from.
