EJ Granleese.
EJ Granleese, Founder & CEO of History Will Be Kind
We recently celebrated the 10th anniversary of creative communications agency History Will Be Kind, the business I founded while on maternity leave with my second child. From a standing start a decade ago, it's been an incredible journey of growth, fueled by purpose - with, of course, some challenges along the way! In an industry that has seen an incredible amount of change over this time, it felt like the right moment to reflect on the lessons I've learnt. Here are my top 10.
1. Believe in a purpose – Naming History Will Be Kind (HWBK) felt almost as significant as naming a child. It was a deliberate choice, rooted in the belief that the work we do should leave a lasting, positive impact. A decade on that name still resonates, reminding me daily of the importance of instilling a real, tangible sense of purpose and a lasting legacy in everything we create.
2. You can’t build alone – Starting and growing a business is never a solo journey. I’ve been fortunate to have the support of partners like the Deepend Group and legacy clients such as ICC Sydney, who put their trust in us from day one. These enduring collaborations have fueled our growth and reinforced the importance of building strong business relationships - ones founded on mutual respect, and long-term commitment.
3. Relationships are your superpower – Whether it’s a chat at an industry event with an old client, a coffee with a colleague, or connecting on LinkedIn, relationships are everything. These moments of connection have shaped my career and opened doors I didn’t even know were there. It can feel challenging at first, but building and nurturing a network is a skill that never stops paying off.
4. Treat people right – As the saying goes “Do as you would be done by”. The people you work with leave a lasting imprint on your career, so be kind. Over the years, clients, colleagues and partners who’ve stayed with us - or returned - have proved the value of transparency, integrity, and lasting connections. It’s great to get such positive referrals. Treating people right isn’t just good business, it’s key to building a real community that supports you for the long haul.
5. Lead with impact – The work we choose reflects who we are. Some of the most rewarding projects I’ve been part of have involved brands that not only inspire creativity and challenge our thinking but also prioritise purpose-driven work and impactful business practices. Achieving B Corp Certification in 2024 was a key milestone, reinforcing our dedication to social and environmental responsibility. For me, it’s about finding work that matters – where we see the tangible impact we’re making, both in the stories we tell and the communities we reach.
This commitment also shaped History Matters, our ESG offering that helps brands communicate their mission with purpose. Using deep category expertise and collaborating with an incredible panel of partners, we’re able to uncover opportunities that drive real, strategic change – not just conversation – while championing impactful business practices that create lasting value.
6. Innovate to stay ahead – Staying relevant means embracing change and constantly seeking new and better ways of doing things – whether that’s through new products or earned first creative strategies. At HWBK, we take an integrated approach, working across PR, social, influencer, experiential, content, and paid media to craft campaigns that cut through. This mindset also recently inspired History Makers, our dedicated influencer marketing offering blending technology, data-driven insights, and creative strategy to deliver measurable results.
We also collaborate with our partners at Deepend, whose Gen AI Accelerator helps brands unlock the potential of generative AI safely and effectively. This kind of partnership keeps us thinking differently, embracing new tech, and driving fresh ideas.
7. Celebrate shared successes – Success is never about one person - it’s about the collective effort of a team, both colleagues and clients. I still get a buzz when I see someone's idea come to life, when we crack a brief or when thinking is challenged, learning from a different perspective has been one of the best parts of this journey. Knowing what you’re good at and trusting others to do the same creates room for shared wins.
8. Momentum drives the future – What lies ahead is shaped by the decisions we make today. For me, that means staying focused on work that aligns with my values, whether it’s a focus on earned first creative, product and service innovation, purpose-driven projects or working with ambitious brands to shape campaigns that tap cultural currency and drive fame. Building momentum is about setting intentions and - crucially - staying open to what’s next.
9. People make the difference – At HWBK, it’s the people who make everything possible. Their creativity, camaraderie, and dedication bring energy to every challenge we tackle. Our team is the heart of what we do, and I’m endlessly grateful for the inspiration they bring each day. A diverse bunch, we make sure every perspective is valued, and inclusivity is at the core of our work culture. I’m especially proud of how we support working mums and create an environment where everyone can thrive. I’m also proud to see many of our people go on to do amazing things, with former team members now making their mark across the sector.
10. Give back and get involved – Being part of the comms industry means finding ways to contribute beyond your day-to-day work. Whether it’s mentoring, championing purpose-led initiatives, or lending time to causes that matter (it could be an afternoon volunteering at Cook For Good or a delicious bake sale for the McGrath Foundation)—giving back creates a ripple effect. It’s a simple but powerful way to build something bigger than yourself.
These past ten years have been an amazing ride, and my biggest takeaway is that success is about so much more than just the bottom line. It’s about the people, the values, and the impact we make along the way. Here’s to the next decade!