It was a simple choice for me. Do we hold on to Spannerworks as a name, or embrace what everyone is trying to create at iCrossing and work together to develop a great international organisation?
As the past few weeks have gone by, however, I have been really touched by the positive comments from so many people, clients, suppliers and journalists. I somehow expected indifference but what I got was what so many people have been telling us for a long time - we have a special team of people and a reputation that, over ten years, is very positive. As one journalist put it to me ‘Spannerworks have become synonymous with search and digital marketing‘.
I’ve felt quite emotional at times.
When I set out to start the company in 1997 I wanted to carve a specialist niche out for Spannerworks. We grew organically and embraced the opportunity that was presented to us in search dynamically. That ’start-up’ mentality is one that I believe we still have. Our people are still very much a close team and it’s been interesting to see the debate unfold about what we individually now call ourselves, are we iCrossingers, iCrossings?
People obviously need feel an identity related to the organisation where they spend so much time. If the values can combine in mutually beneficial ways a brand becomes live, robust and authentic.
I look forward to a renewed sense of everything that Spannerworks stood for and a revitalised vision that now encompasses Brighton, London and the USA from where I write today.
A heartfelt thanks to all who helped us get this far, I really look forward to building iCrossing in the UK and beyond.
January 30th, 2008 at 10:45 am
iCroissants?
February 11th, 2008 at 12:09 pm
On one hand, I am a bit sad - Spannerworks brought me to Brighton and i will always intrinsically link this town to smiling Spannerworkers, new horizons, and distracting views of the sea behind Dean Harvey as he grilled me in the boardroom on my first nervous interview. But on the other hand..its all about the future. We are propelled 100mph out of the search pigeon hole..and become a connected digital marketing agency like no other. I had a wonderful session with a client recently where we told the story in a way we just couldnt before. The progression is so exciting. We are becoming the agency of the future. And that seals the deal for me.