We turn down more work than we take

It sounds like a strange thing for a business to admit. Most agencies are built to say yes. We have found that saying no is one of the most useful things we do, both for the clients we keep and the ones we decline.

Attention is the product

We work with a small number of brands at a time. Not because we cannot grow, but because the quality of our work is tied directly to the amount of attention we can give it. Take on too much and everything becomes average. A full calendar is easy. A focused one is valuable.

Fit matters more than fee

We say no when the work does not fit, even when the budget does. A project where the goals are unclear, or where nobody on the other side can make a decision, will not go well no matter how much it pays. We would rather pass than take on something we cannot do properly. It is better for everyone, including the client we turn away.

No is a sign of respect

When we say yes, we mean it. That only works if no is also on the table. A partner who agrees to everything is not a partner, they are a supplier waiting for instructions. We would rather tell you when we think an idea is wrong, and earn the trust that comes with it.

What this means for you

If we take your project, it is because we believe we can make a real difference to it, and because we have the room to do it justice. That is the whole point of working with a focused team rather than a busy one.

If that sounds like the kind of relationship you want, let us talk.

Made in Graphic Ltd is a strategy-led creative and growth partner in London.