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Energy beats everything, is the ethos behind It’s Friday, started by three friends who worked together in big agencies over the years.
The timing was right for to fulfil a dream with likeminded people. Pete Bosilkovski: “We believed the industry could do with an injection of positive energy and fun. Where creativity isn’t driven by efficiency, negativity, or fear.”
Bosilkovski (Bos,), Vince Lagana, and Jeremy De Villiers (Jez) launched their own agency, It’s Friday, with founding client Domino’s in January 2022.
Bosilkovski has been CEO at Clemenger BBDO Sydney, VMLY&R and Leo Burnett Sydney. Lagana was ECD at The Monkeys, Leo Burnett Sydney and spent two years at Goodby Silverstein & Partners San Francisco. De Villiers has led operations at The C Suite, VMLY& R, Leo Burnett and Clemenger BBDO.
Lagana said: “I’m fortunate to have worked with some of the best talent in the industry and I’m excited to now call two of the very best, my business partners.”
De Villiers: “Our aim is to be able to shape brand experiences across owned, earned and paid with equal energy, and operate at the speed of an independent.”
Bosilkovski says he simply couldn’t resist the opportunity.
“Where it’s a chance to put the focus back on the energy and feeling that makes agencies special,” he told AdNews.
“It’s Friday is built on the ethos that energy beats everything and promises to power brands with energy across the customer journey.
“I have worked at and led some of the best and most awarded creative companies for over a decade. During this time, I’ve learnt a lot about what I love and what I don’t.”
The difference is in the name, It’s Friday, with an energy you can feel.
“It’s in our culture and the work,” says Bosilkovski. “We power brands with energy people can’t ignore. We work with our clients to determine the positive and negative charges, depleting or contributing to brand energy.
“We then apply creativity to strategic rigour to overcome inertia and charge up the brand’s energy to propel it forward. We create the energy for a brand that people will feel.
“How we make this happen is by stripping out the things that get in the way of creating this energy. No layers or big overheads. We remove complex processes and jargon. We remain super transparent and flexible by putting the client’s needs at the heart. We build teams to meet their needs and have no concerns about bringing in external talent to get the job done exceptionally well. We are very open about this – it’s about the best talent for the job at hand.
“One notable difference we’ve been told by our clients is the environment we create. We take our clients on a journey, no siloed ways of working, special reveals, or complex processes. We put the focus on creating the right environment so the creative product soars.
“We know there is never the perfect brief or enough amount of time but rather than focus on the negative inertia or challenges, we take it as an invitation to push harder and out-think. We actually embrace obstacles as they force us to innovate around them.
“If we don’t have enough time, we find ways to save time. When you work in the retail category like we do for some of our client partners, this mentality is what fuels us to succeed. It’s fast, furious but insanely rewarding.”
Bosilkovski says coming to work doesn’t feel like work. “I absolutely love what we are creating with It’s Friday. Everyday feels like Friday here.”
Q How scary was it realising that you are now totally responsible for the business?
Bosilkovski: “None at all. I absolutely love it. It’s the best thing I’ve done. I’ve had the privilege and responsibility of running some of the biggest agencies in the country, but knowing you are creating a brand from scratch with no barriers or fears, is exceptionally rewarding. You make decisions from experience and based on whether they feel right for the company and our clients. You don’t need to play safe or be defensive. You do what you think is right.”
Q You’ve been adding clients quickly, what issues does that bring?
“We’ve been humbled with the rise of our business. In just over five months, we are working with top ASX companies in the country. Partners like market leaders Domino’s and Colonial First State, as well as some others that I can’t talk about right now. They have entrusted us with their amazing brands. Part of the success in establishing amazing client relationships from the get-go, has been our ability to attract incredible and experienced talent – some of the best in the industry. Their impact on our clients has been sensational. Our talent has bought into the ethos of It’s Friday and want to be part of building the It’s Friday journey and story. It’s another pinch me moment.
“One of our big learnings that came really early on has been our agility and our ability to crush siloed working. Some of our most experienced creative people are working directly with clients. No barriers that get in the way of results. No more rooms filled with layers of agency people. I’ve had endless resources and layers in previous roles which can work, but here at It’s Friday we have learnt to strip our layers and the processes that actually don’t add any value. It’s the sort of environment that is proving to be more effective in achieving results.”
Q What advice would you give others when contemplating the same move?
“I’ve always been driven by wanting everything that is on the other side of fear. Starting a business isn’t for everyone, but if it’s in your blood and you have some great business partners you trust to do it with, like I do in Vinnie and Jez - take the plunge.
“What’s the worst thing that can happen, you fail at taking a chance on something you love?”
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