Archibald Williams rebrands to reflect new era under sole leadership
Independent advertising agency Archibald Williams has rebranded to mark entering a new era of “doing things differently”.
Taking solo leadership after the departure of Stuart Archibald earlier this year, Bram Williams has introduced AW – the new and improved agency.
Described to take an approach that is “distinctly different to the norm”, AW will continue to service both new and long-term clients including the NBA, Mastercard, News Corp and Cancer Council.
“In an industry weighed down by toxic cultures and work that gets sucked into the void, our approach is distinctly different to the norm. We are championing an environment where enjoyment is integral, mavericks and misfits are celebrated, and innovative ideas are tested with real-world relevance – often with a team BBQ as a backdrop,” Williams explained.
With the new name comes a new agency position and branding, new hires, clients wins and a new Surry Hills-based office space.
The new positioning – ‘Small. But Big’ – acknowledges AW’s people-first approach to work, client collaboration and its team, while the new branding signals a culture of creativity and open communication, welcoming in the new era.
“We don’t see being small as a bad thing,” Williams continued.
“We build bespoke teams when we need them, but our core team is a dedicated pack of individuals from diverse backgrounds and interests, who aren’t afraid to get their hands dirty, and operate with a judgement-free approach.”
Describing the agency as “gutsy” he said AW is embracing the change: “Our mission is speak clearly, take a common sense approach, and deliver results for our clients, driven by a dogged and fearless team.
“In this industry, I’d call that gutsy.”
Keep up to date with the latest in media and marketing
Got a tip?
Lauren McNamara was the associate editor at Mumbrella. She joined in November 2022 as editorial assistant, after completing a Bachelor of Communications (Journalism) at UTS. She left Mumbrella in August 2025.
Linkedin
Congrats Bram.
Hope to see you with the VinylGang again soon.
User ID not verified.
Have your say