Independent agency Archibald/Williams, after 12 years in the industry, is changing its name to AW.
The move comes after the departure of Stuart Archibald and the solo leadership of Bram Williams.
“In an industry weighed down by toxic cultures and work that gets sucked into the void, our approach is distinctly different to the norm," Williams said.
"We are championing an environment where enjoyment is integral, mavericks and misfits are celebrated, and innovative ideas are tested with real-world relevance - often with a team BBQ as a backdrop."
While AW will continue to service both new and long-term clients such as the NBA, Mastercard, News Corp and Cancer Council, it's also introducing a series of changes that reflect this renewed vision, "Small. But Big".
These include a new agency position and branding, new hires, client wins and a fresh Surry Hills office space.
Williams said the agency doesn't see see being small as a bad thing.
"We build bespoke teams when we need them, but our core team is a dedicated pack of individuals from diverse backgrounds and interests, who aren’t afraid to get their hands dirty, and operate with a judgement-free approach," he said.
"Our mission is speak clearly, take a common sense approach, and deliver results for our clients, driven by a dogged and fearless team. In this industry, I’d call that gutsy."
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