HI THERE
Firstly, thank you for the opportunity to be a part of this process.
You have stirred up a huge amount of excitement within the team here at Lucky Generals; not only because we are absolute crisp fiends (especially Helen), but because Walkers is such an iconic brand - a national treasure that people are so incredibly fond of with decades of equity built in people’s minds.
But we can’t help but feel there is so much more to come for the brand, and we’d love to play a part in the next chapter of Walkers’ story. It’s clear from our initial research that whilst bold, disruptive creative will be essential to success, strategic insight and curiosity will sit at the core, and that's exactly the kind of mission we love. And it’s the kind of brief that we produce our most effective and famous work from.
Fernando, we’re really looking forward to speaking with you today, and Fiona and Mireia, we’re already very excited about the Chemistry Meeting in a few weeks’ time. We put together this site to provide a very brief introduction to what Lucky Generals is all about, a little info on who you’ll be meeting, and a couple of articles that we hope might be interesting in light of your first question on the Chemistry brief.
We’re now almost 7 years old and Campaign has shortlisted us for Agency of the Year for the last 5 of these. So we’re still relatively new, but we also have a consistent track record of success.
Since we started, we’ve grown to 90 people, split between London and New York. It’s a nice size for an agency: big enough to take on the most challenging briefs on the planet but small enough for everyone to know each other’s name.
What hasn’t changed is our desire to be “A creative company for people on a mission”. This is a simple but very deliberate statement of intent, made up of 3 distinct elements:
WE ARE A CREATIVE COMPANY... While we excel at advertising, we have set this company up to deliver a broader definition of creativity. If you get closer to the problem, the solution will reveal itself.
FOR PEOPLE... This may sound obvious, but in our technology-driven world it is all too easy to forget that people are still people, with human needs and desires. Everything has changed, but nothing has changed. Insight is still key.
ON A MISSION... We are all about behavioural change. We want people to do things, not just feel things, as a result of our work. We like working with ambitious businesses who believe brands have a purpose and who want to make a dent in the universe somehow.