Fresh from hosting a comedy show for rival agencies, Jennifer Ferrier of Boutique explains why collaboration is better than competition. 

For those who don’t know, we – a fiercely independent Agency from the north (Leeds to be precise) – have embarked on a novel project: hosting comedy nights, strictly for agency folk. 

We’ve all endured our fair share of ‘agency roundtables,‘ promising Collaboration but delivering more yawns than an all-agency wrap-up at 5pm on a Friday. Everyone clutches their secrets tighter than a client with a shrinking budget and chats the same guff we’ve all been guilty of a million times before.

We craved a different approach. We wanted a fun reason for agency peeps to mingle. Picture a relaxed space, not a stuffy conference room, where folks can chat – network, for those clinging to the old lingo – and actually get to know each other. Maybe even spark some collaboration opportunities – the kind that don't involve elbowing each other at a pitch meeting.

From falling flat to a packed-out venue

The results? Let's just say it’s been a rollercoaster (with fewer stomach turns than a client feedback session, thankfully). Our first pre-pandemic attempt landed with a thud: it turns out, agencies don't exactly flock to events they don't know about, and we’d not done enough promo. 

We bounced back in February 2023 with a sold-out show, only to have our summer event foiled by glorious sunshine stealing our audience… who knew Vitamin D could be such a competitor? We charged back in February 2024 with a bigger venue, bigger laughs, and bigger ambitions. And guess what? Another sell-out. 

We were practically doing victory laps – metaphorically, of course, because who has the energy for that after a successful event?  But here's the real question: is the agency scene ready to ditch the ‘us vs. them‘ mentality and embrace collaboration on a grand scale?

Let's face it, the idea of other agency staff attending a comedy night hosted by a competitor sounds about as likely to be successful as a client is to approve a project on the first go-around. Yet, here we are, fresh from a sold-out event and still a little confused by the initial quizzical looks and ghosting tactics from some of our fellow agency folk. 

Collaboration can mean new business

Why the skepticism? Decades of seeing each other as the competition has us all a bit entrenched in our metaphorical battlefield trenches. But here's the thing: the enemy mentality is outdated. Clients are tightening their belts, demanding more, and the pressure is on. We need a new strategy – collaboration, not combat.

Enter laughter, the magic ingredient. Our agency comedy night isn't just about punchlines, though there were plenty. It's about building a community of northern agencies who can play, work, and yes, even laugh together. We're the first to try this because, frankly, nobody else has.

Right now, the struggle is real. But wouldn’t it be refreshing to lower the drawbridges, share some war stories (and laughs), and find strength in collaboration? Here’s a stat to ponder: 30% of our business comes from referrals from other agencies – a number that’s only growing.

So, to the cynics out there, we say this: there's a method to this madness. Join us, along with the like-minded agency folk who already have, ditch the enemy complex, and discover the power of working together, one side-splitting night at a time.