Getting To Know You: Emily Jeffrey-Barrett, Co-founder of Among Equals

Emily Jeffrey-Barrett emphasizes a critical insight derived from her experience: "The reality is very different. People simply do not care as much as our industry assumes they do, and that assumption leads to work that doesn't work." This reflects her agency’s foundational philosophy that aims to resonate more authentically with audiences.

In her journey, Emily highlights the significance of understanding consumer behavior: "The vast majority of advertising isn't loved or hated; it's just ignored. I wanted to build an agency that would work with this reality - creating genuinely impactful work that would make people care about issues, change behavior and drive results."

With the philosophy of her agency, Emily asserts, 'Start with no one cares. Build brands that change that.' This statement encapsulates her belief in addressing the disconnect between brands and their audiences in advertising.

Read at Business Matters