The A&K White Paper: People, Purpose, & Building a More Rounded Agency Model

When we started Axe & Kettle, we didn’t imagine we’d one day be writing a white paper about people and purpose. We just knew we wanted to build a business that felt different, one that didn’t leave people behind in the name of growth.

Over the years, we’ve learned that culture isn’t built in policies or slogans, it’s built in moments. The small things: checking in on a teammate who’s struggling, asking a quieter voice for their view, saying no to work that doesn’t align with our values.

This paper is both a reflection of what we’ve learned and a roadmap for where we’re going. It’s an invitation to other boutique agencies to build differently, always with people and purpose at the centre.

Amy & Kelly