My New Agency: Lee Waite, We Salute You

Event grills the managers of 2014's new agencies about the highs and lows of their first year of trading. Our latest instalment features Lee Waite, managing director of We Salute You.

Lee Waite, managing director of We Salute You
Lee Waite, managing director of We Salute You

When did you launch your agency and what were your reasons for going it alone?

At the end of 2014 I launched We Salute You. I've always been passionate about creating and amplifying bold experiences that entertain, engage and educate.

From working across pretty much every marketing channel over the years, I believe events, combined with digital & social channels create a connection and enduring memories that no other marketing channel combination can deliver. Not even close.  

Although we very much care about the emotional brand connection, we are very focused on how we can influence consumers to actually purchase the brand. Too many agencies in my opinion forget that marketing needs to deliver an ROI.

Which campaigns have been your favourites to work on so far and why? 

We have recently worked on a number of live activations for a relatively new dairy drink, Bio-tiful. Firstly, the whole agency instantly believed in the product and our passion was captured from the first moment.  

Secondly, we are working with such passionate clients that give us the freedom to creatively express their brand in different ways and create real moments that consumers will not forget at their events. When bold agencies find bold clients, it creates real magic.

How successfully has your agency traded so far?

So far we have enjoyed some strong early successes. We already have a number of new confirmed clients for 2015, which include big name brands and projects for a start up. Plus, we have a number of important new pitches coming up shortly. We are excited to show brands what we can do and offer them something different. 

What have been the biggest challenges?

As an agency that believes in technology to enhance live moments and continue the momentum in social channels, we are investing in a couple of innovations that we believe will really be game changers. This took some time to research. 

There are so many possible technologies we could have invested in and it’s critical we get this right. Early signs show we have done this - for example, using Oculus Rift for experiential and social engagement, which can be used to encourage purchase and connection.

What have you got coming up this year?

We have already made a number of key senior hires to the business and will shortly be announcing an incredibly exciting project in partnership with Camden Market, which will be big news for our industry.

Do you have any long term goals, targets and strategies for your agency?

We place great importance on planning and insight. A number of projects we are working on already are perception-changing briefs that seem to fit very well with our skill sets and bold creative approach, but are based on solid research. 

We want to be known for creating events, digital and social campaigns that deliver measurable ROI, create brand loyalty and measurably change consumers' perception of a brand for the positive.

Want to be featured in a future My New Agency? Email reporter Katie Deighton for further details.

Comment below to let us know what you think.

For more in-depth and print-only features, showcases and interviews with world-leading brands, don't miss the next issue of Event magazine by subscribing here.

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