Worldwide Partners is excited to welcome another new agency partner to the network, Five by Five. Five by Five is a creative agency headquartered in Southampton, UK, with offices in Sydney, London and Los Angeles.
Five by Five was founded in 1979 with a singular goal--to become the agency that brands turn to for Loud and Clear communications. The term “five by five” is military shorthand for a perfectly loud and clear radio transmission, and the agency lives this philosophy for each client they work. “We believe brands are better with Strength and Clarity,” said Matt Lawton, Managing Director of Five by Five’s Sydney office. “That means knowing what you are about, how you make people’s lives better, staying true to that and being creatively brave in how you communicate.”
Each of the Five by Five office locations is guided by the same Strength & Clarity philosophy, yet they have slightly different specializations, allowing them to address the variances and opportunities in each market. For example, in the US where consumers are more consistently ignoring advertising, they’ve had to use technology to solve client problems, build brands and interact with customers. Thus, their US office concentrates on creative technology. The Australia location is an integrated agency focused on new product and service launches, and the UK locations are end-to-end creative solutions from strategy to creative to production. “Each office is situated in a cultural hotspot, providing us with the opportunity to attract many of the big and upcoming brands that live there, as well as access the amazing talent,” said Lawton.
Five by Five has provided Strength & Clarity to numerous global brands over the past four decades, including Activision, Red Bull, Ubisoft, Lenovo, Carnival UK, Bacardi and Patrón Tequila. A recent campaign for Activision Blizzard Media, Gallery of a Gamer, was particularly powerful. The campaign featured an interactive exhibit exploring the six different segments that make up the dynamic, yet often stereotyped, gamer community. Users can walk through a WebGL-based gallery with handcrafted art pieces, written and VO descriptions, and data visualizations to better understand the vast and nuanced gaming community. The campaign received a well-deserved CSS Innovation Award and was listed as FWA’s Site of the Day.
Five by Five is part of Lawton Communications Group (LCG), an independent, family-owned communications group, which also comprises Dragonfish, an organizational culture and performance consultancy based in Southampton, UK. LCG employs 100 people across their agencies and offices.
A few short weeks after joining, Five by Five has already leveraged the connections provided by Worldwide Partner’s global network of independent agencies. “We introduced a local [WPI] media agency in Sydney to one of our key clients. They trust our recommendation and we’re working to get them appointed,” said Lawton.