The Butterfly Effect: What's Next for the Canadian and International Small Agency of the Year?
For Canadian independent creative agency Angry Butterfly, it’s safe to say that 2024 was very successful. Not only did the shop put up a strong showing at Cannes for a second year in a row – a significant feat for an agency that only opened in 2020 – but notably, it managed to take home some other awards from various competitions, including both Canadian Small Agency of the Year, and International Small Agency of the Year.
To state the obvious, this is a great look for Angry Butterfly. To receive the affirmation that it’s doing things right on both a national and international level is the ultimate accomplishment, especially as the industry enters a time when budgets are shrinking, new technologies are emerging, and the competition has never been more fierce. It’s a testament to all the hard work and determination invested by the team since the agency opened its doors, and indicates that the potential is certainly there for even higher highs as we step further into the 2025 year.
But, what does it take for an agency to actually pull something like this off? What do the inner-workings of a shop that’s hungry to continue proving itself look like? This is exactly what LBB’s Jordan Won Neufeldt wanted to know, and so she sat down with the leadership team from Angry Butterfly, including chief executive officer Brent Choi, chief strategy officer Graham Candy, and chief creative officer Erin Kawalecki, for a chat.
LBB> From the top, 2024 was clearly a very successful year for you! Can you tell us about what all you accomplished? What do these achievements mean to you?
Brent> The accolades are incredible to receive, from winning big at international creative shows to being awarded gold in the different Agency of the Year competitions. That being said, those are outcomes the outside world sees as confirmation that we’re doing things well, when this is something we have known for a while. We see it every day with our insights, our strategies, our tech, our ideas, and in our culture. They are the result of years of hard work. Building, refining, tearing down, and rebuilding and refining again – all in service of creating effective work that clients want and need, while at the same time, bringing ideas to life that our staff have put their sweat and tears into. These achievements mean we’re on the right track, but we also know it means we can’t stop trying to get better.
LBB> Starting with the most recent stuff first, you’re simultaneously the holders of the 2024 Canadian Small AOY and 2024 International Small AOY titles – a very rare achievement. To what do you attribute this success?
Graham> The Canadian Small AOY means a lot as it's something that our whole local industry sees and values. The International Small AOY has more depth of meaning for us in that it is based on so many things beyond just the creative campaigns we did in a specific year, looking also at new business wins, culture, retention rates, revenue trends, industry, charitable contributions, etc. Attribution for this award comes from doing so many things well. We are far from perfect, but we are always striving for progress. It’s been an incredible four-year journey and we can’t wait for 2025.
LBB> How do you think these wins reflect the state of the local market? And where do you think Angry Butterfly’s place is within it?
Brent> We aren’t sure if any Canadian agency has held both awards at the same time, but it would be no surprise if one or more did. Canadian agencies are killing it right now, especially the indies. From Rethink and Courage to Zulu Alpha Kilo and Broken Heart Love Affair, there are so many making big splashes nationally and internationally. Angry Butterfly is fortunate to have such great agencies inspiring and challenging us to be better. And collectively, the impact Canada is having in our industry around the world is undeniable.
LBB> You also had a big showing at Cannes several months back – the second year in a row this has happened. How is this consistent recognition guiding your future endeavours? Have you had to alter your path at any point?
Erin> We can’t deny winning at Cannes isn’t a big deal for us, let alone in back to back years. However Cannes is not something that guides us. It may sound cliché, but we strive for creating work that we are passionate about and our clients believe will change the trajectory of their business. As a result, our best work has really caught the eyes of our industry.
That being said, Cannes does push our industry to create some of the most innovative ideas in the world. So with that, our path is and will continue to be as innovative as possible, not for Cannes, but because it’s the best way to connect with consumers who are moving at the speed of light. We love the quote, “Change has never been faster than it is today. And will never be this slow again.”
LBB> In both cases, these commendations have come at a young age for Angry Butterfly. How do the wins reflect your agency’s DNA?
Graham> The DNA for our best work is reflected in following our ‘Three As’: Anthropology, Artistry and Agility. It starts when our strategy is founded in both enduring and current insights about the consumer and brand. That’s then crafted with engaging and effective storytelling, and brought to life to match the speed of culture. When we are able to bring all these together, we know we’re going to have something really powerful that creates its own momentum – the ‘Butterfly Effect’, if you will. The final result of it all is industry recognition and commendations.
LBB> Are there any projects in particular which you think highlight this well? What makes them special to you?
Erin> Our ‘Bill it to Bezos’ (Jane Finch Centre), ‘Next to Stok’d’ and ‘Porsche Taste Drive’ campaigns are three examples of our best thinking coming together. While all very different, each is rooted in a current and enduring insight, then brought to life in a way that allows our audience to engage and share.
One aspect we cannot overstate is how great ideas create excitement for everyone involved. We all know that feeling when you have something special. It’s why many of us started in this business. Not coincidentally, it’s also why consumers are attracted and become loyal to a brand.
LBB> With all this in mind, in your opinion, what sort of message do these wins send to the industry, both nationally and internationally? Is there a lesson to be learned here?
Graham> The message at the surface is Angry Butterfly puts great emphasis on creativity. However, the lesson is to dig deeper and understand why. For us, it starts with our ‘Three As’ and ensuring we are founded in great strategy and storytelling at the speed of culture. Equally so, it’s about continuing to invest in our people and tools to create the ‘Butterfly Effect’. More than ever, it’s time to double-down and take our momentum to new heights.
LBB> Looking at 2025, how will you be building on this momentum? What can people expect from Angry Butterfly?
Erin> We have a number of exciting projects across a range of clients that are in development. There’s nothing better than feeling the excitement (and nervous energy) within the project team as everything starts coming together.
LBB> Finally, while momentum is important, so is taking time to celebrate. With that said, how did you commemorate all that you accomplished last year?
Erin> If there’s one thing we aren’t great at, it’s celebrating our wins. Our agency is hybrid with staff around the world. We try to gather once or twice a year as a group, but it’s harder to celebrate the timely moments as many come without notice. That being said, we do our best to enjoy the accolades, and we do some special things for our agency and clients to show our appreciation for their amazing work, creativity and dedication. We know how lucky we are, but we have to get better at stopping to appreciate the moment.
