Creative Company: How St. Luke's Became "the Ad Agency to End All Ad Agencies" [Hardcover]

Andy Law (Author)

Book Description

ISBN-10: 0471350265 | ISBN-13: 978-0471350262 | Publication Date: July 15, 1999 | Edition: 1

"This is the book I wish I had written. Andy Law has redefined the agency for the twenty-first century. It will be interesting to see how many agencies follow his lead." ? Jay Chiat, Founder, Chiat/Day

"Passion. Rebellion. Guts. Glory. This book has the breathy pace of a thriller. The story of how St. Luke?s takes on the advertising establishment is a merger of the ballad of Robin Hood?s merry band and the story of David and Goliath. In fact, it?s a parable not just for the advertising business, but for all business today and tomorrow. St. Luke?s is definitely on to something." ? Marty Cooke, Executive Creative Director, M&C Saatchi

"Andy Law is one of the few creative executives who has learned by doing, not just telling. So it?s exciting to have him chronicle all that learning for us. Having watched him build St. Luke?s from the start, it feels like watching Neil Armstrong take his first step on the moon?s surface. He is truly pioneering how companies will have to be run in the twenty-first century." ? Geraldine B. Laybourne, Chairman and CEO Oxygen Media

"Creative Company is an intriguing story that captures the soul of the new economy. It is a must-read for managers who want to bring out exceptional performance in their team?or for anyone who wants insight into the future of business." ? Deborah Kenny, Group Publisher, Sesame Street magazines

"It?s a big book. It needs to be." ? Dan Wieden Founder, Wieden and Kennedy

Why does Fast Company magazine call St. Luke?s "the ad agency to end all ad agencies"? How can a company function, let alone thrive, when it has "eschewed conventional hierarchy in favor of the flattest possible organizational layout and the craziest ever decision-making process"? And why on earth would some of the most talented and sought-after minds in the advertising world forsake the fabulous perks available to senior managers and risk everything for a company where no one has even a desk to call his or her own?

In Creative Company, the chairman and cofounder of St. Luke?s answers these questions and many more. Andy Law writes candidly and enthusiastically about breaking the agency mold and organizing a company in a completely different way.

St. Luke?s is nothing if not different?to many, the agency described in this remarkable and challenging book may hardly sound like a business at all. In 1995, a small band of highly creative people who loved the work but hated the workplace established a company designed not only to get the most out of them, but to give the most back?a company in which creativity, curiosity, versatility, and a sense of fun are assets to be celebrated, not encumbrances to be left outside the door. Law recounts how many St. Luke?s employee/owners discovered new sources of satisfaction, hidden talents, and even entirely new careers as they encouraged each other to experiment, learn, and grow. Meanwhile, the agency?s annual billings soared to more than $90 million in three memorable years.

Complete with revealing tales of advertising legends such as Jay Chiat, Bill Tragos, Frank Lowe, and the Omnicom chieftains, Creative Company offers a fascinating, warts-and-all tour of the advertising industry. It also fires the opening volley of a revolution that aims to do nothing less than alter the "DNA" of business itself and, in Law?s words, "furiously seeks a new, better, more fulfilling, and fairer role for business in the lives of its employees."

The St. Luke?s story will challenge your preconceptions, stimulate your imagination, and may even change your mind.

Editorial Reviews

From the Inside Flap

Why does Fast Company magazine call St. Luke’s "the ad agency to end all ad agencies"? How can a company function, let alone thrive, when it has "eschewed conventional hierarchy in favor of the flattest possible organizational layout and the craziest ever decision-making process"? And why on earth would some of the most talented and sought-after minds in the advertising world forsake the fabulous perks available to senior managers and risk everything for a company where no one has even a desk to call his or her own? In Creative Company, the chairman and cofounder of St. Luke’s answers these questions and many more. Andy Law writes candidly and enthusiastically about breaking the agency mold and organizing a company in a completely different way. St. Luke’s is nothing if not different—to many, the agency described in this remarkable and challenging book may hardly sound like a business at all. In 1995, a small band of highly creative people who loved the work but hated the workplace established a company designed not only to get the most out of them, but to give the most back—a company in which creativity, curiosity, versatility, and a sense of fun are assets to be celebrated, not encumbrances to be left outside the door. Law recounts how many St. Luke’s employee/owners discovered new sources of satisfaction, hidden talents, and even entirely new careers as they encouraged each other to experiment, learn, and grow. Meanwhile, the agency’s annual billings soared to more than $90 million in three memorable years. Complete with revealing tales of advertising legends such as Jay Chiat, Bill Tragos, Frank Lowe, and the Omnicom chieftains, Creative Company offers a fascinating, warts-and-all tour of the advertising industry. It also fires the opening volley of a revolution that aims to do nothing less than alter the "DNA" of business itself and, in Law’s words, "furiously seeks a new, better, more fulfilling, and fairer role for business in the lives of its employees." The St. Luke’s story will challenge your preconceptions, stimulate your imagination, and may even change your mind.

From the Back Cover

"

"This is the book I wish I had written. Andy Law has redefined the agency for the twenty-first century. It will be interesting to see how many agencies follow his lead."
–Jay Chiat,
Founder, Chiat/Day

"Passion. Rebellion. Guts. Glory. This book has the breathy pace of a thriller. The story of how St. Luke’s takes on the advertising establishment is a merger of the ballad of Robin Hood’s merry band and the story of David and Goliath. In fact, it’s a parable not just for the advertising business, but for all business today and tomorrow. St. Luke’s is definitely on to something."
–Marty Cooke,
Executive Creative Director, M&C Saatchi

"Andy Law is one of the few creative executives who has learned by doing, not just telling. So it’s exciting to have him chronicle all that learning for us. Having watched him build St. Luke’s from the start, it feels like watching Neil Armstrong take his first step on the moon’s surface. He is truly pioneering how companies will have to be run in the twenty-first century."
–Geraldine B. Laybourne,
Chairman and CEO Oxygen Media

"Creative Company is an intriguing story that captures the soul of the new economy. It is a must-read for managers who want to bring out exceptional performance in their team–or for anyone who wants insight into the future of business."
–Deborah Kenny,
Group Publisher, Sesame Street magazines

"It’s a big book. It needs to be."
–Dan Wieden
Founder, Wieden and Kennedy

Why does Fast Company magazine call St. Luke’s "the ad agency to end all ad agencies"? How can a company function, let alone thrive, when it has "eschewed conventional hierarchy in favor of the flattest possible organizational layout and the craziest ever decision-making process"? And why on earth would some of the most talented and sought-after minds in the advertising world forsake the fabulous perks available to senior managers and risk everything for a company where no one has even a desk to call his or her own?

In Creative Company, the chairman and cofounder of St. Luke’s answers these questions and many more. Andy Law writes candidly and enthusiastically about breaking the agency mold and organizing a company in a completely different way.

St. Luke’s is nothing if not different–to many, the agency described in this remarkable and challenging book may hardly sound like a business at all. In 1995, a small band of highly creative people who loved the work but hated the workplace established a company designed not only to get the most out of them, but to give the most back–a company in which creativity, curiosity, versatility, and a sense of fun are assets to be celebrated, not encumbrances to be left outside the door. Law recounts how many St. Luke’s employee/owners discovered new sources of satisfaction, hidden talents, and even entirely new careers as they encouraged each other to experiment, learn, and grow. Meanwhile, the agency’s annual billings soared to more than $90 million in three memorable years.

Complete with revealing tales of advertising legends such as Jay Chiat, Bill Tragos, Frank Lowe, and the Omnicom chieftains, Creative Company offers a fascinating, warts-and-all tour of the advertising industry. It also fires the opening volley of a revolution that aims to do nothing less than alter the "DNA" of business itself and, in Law’s words, "furiously seeks a new, better, more fulfilling, and fairer role for business in the lives of its employees."

The St. Luke’s story will challenge your preconceptions, stimulate your imagination, and may even change your mind.

ANDY LAW is Chairman and one of the founders of St. Luke’s, a London-based advertising agency. Previously, he was managing director of the London office of Chiat/Day, just before it was acquired by TBWA.

"

See all Editorial Reviews

Product Details

• Hardcover: 288 pages
• Publisher: Wiley; 1 edition (July 15, 1999)
• Language: English
• ISBN-10: 0471350265
• ISBN-13: 978-0471350262
• Product Dimensions: 9.3 x 6.3 x 1 inches
• Shipping Weight: 1.3 pounds (View shipping rates and policies)
• Average Customer Review: 4.7 out of 5 stars  See all reviews (25 customer reviews)
• Amazon Best Sellers Rank: #1,215,931 in Books (See Top 100 in Books)

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Customer Reviews

Most Helpful Customer Reviews

19 of 22 people found the following review helpful:

1.0 out of 5 stars Don't believe the hype, September 15, 1999

By A Customer

This review is from: Creative Company: How St. Luke's Became "the Ad Agency to End All Ad Agencies" (Hardcover)

Don't be taken in. No question about it, Andy Law is an extremely charismatic man and the concept of St Luke's is highly inspiring. But the reality is somewhat otherwise.

I worked at St Luke's, so i should know. Libel laws undoubtedly prohibit me from speaking my mind here, so suffice to say that the gap between image and reality is every bit as big as that between ads and the products they flog.

When this book was published, many employees at St Luke's were flabbergasted by the inaccuracies contained within it. It certainly is a very imaginative book.

The painful reality is that whichever way you wrap it, advertising (as opposed to marketing) is a very un-21st century idea. For the most part it consists of making pretty billboards to disguise the less pleasant faces of the brands we think we know and love.

This is one such billboard.

If you want to really open your mind as to how to do business in the 21st century, you'll need more than this book. If you are reading this, however, you are already interacting with a much more powerful and future-facing tool...

8 of 8 people found the following review helpful:

5.0 out of 5 stars Open Your Mind, October 25, 1999

By A Customer

This review is from: Creative Company: How St. Luke's Became "the Ad Agency to End All Ad Agencies" (Hardcover)

Creative Company is a powerful book that provides insight and motivation for the next wave of advertising professionals. As I begin my career in advertising, Law's book sets the bar for my generation. It illustrates what we expect from, and what we will give to the agencies we will soon be staffing. St. Luke's erases the line between the haves and have-nots. It forces the industry to combat the problems of creativity, loyalty, and personal growth. Even if you are not advertising professional, this book provides an example of the potential for all companies and their workers.

I look forward to seeing the future of St. Luke's, the people that work there, and am eager to witness the arrival of St. Luke's in the United States.

13 of 15 people found the following review helpful:

5.0 out of 5 stars Amazing reviews from the Europe edition (called Open Minds), June 3, 1999

By A Customer

This review is from: Creative Company: How St. Luke's Became "the Ad Agency to End All Ad Agencies" (Hardcover)

[e-mail] from London , 2 March, 1999 Essential reading and thinking for the office-bound This is a marvellous book in all kinds of ways and an inspiration to all who feel there has to be a better way, but don't see it in "virtual" offices, telecommuting or any of the other dubious possibilities thrown up by new technology. I sincerely hope St Luke's fulfils its potential and provides a model for enlightened 21st century business. The sense of humanity running through the text is so palpable, and the whole is terrifically life-affirming.

A couple of gripes. First, I cannot reconcile all of the proud claims made on behalf of St Luke's output with the questionable quality of work such as their campaign for the Express. Honesty is the key note of Andy Laws' philosophy, and I feel this should extend to a properly critical view of St Luke's work. The risk inherent in their approach (and this applies to other radical agencies such as HHCL) is that in their drive to innovate and be different, the occasional dog will get out. The Fox's work also falls into this category for me: I applaud the originality and bravery of the approach, but find it hard to believe it sold many biscuits. Of course, these may be the deluded opinions of an advertising luddite.

Second, am I alone in finding the epilogue painfully artificial by comparison with the text that has come before? Again, if honesty is the byword here, I simply cannot believe that this high-order philosophical debate (complete with word-perfect quotes from Greek and German philosophers) actually took place as reported. And in the unlikely event that it did, I find the tone desperately pretentious. The protagonists go perilously close to disappearing up their own fundaments, and it's a disappointing ending to an otherwise superb book.

Congratulations to Andy Law and all at St Luke's on their courage and imagination. You deserve to make a mint, then give it all away to society.