Rethinking growth
The panel opened with a big question: what does responsible growth look like? Simon challenged the idea that growth should mean expansion for its own sake.
“For us, growth doesn’t mean ‘more stuff’. It means smarter solutions that cut waste and costs at the same time. That might mean imagining luxury as lighter, simplifying packaging and processes, or designing cleaner supply chains. When you combine creativity with business strategy, you create new opportunities for responsible growth.”
This way of thinking is baked into Orangery’s approach. Thoughtful branding isn’t about creating noise it’s about shaping strategies, messages, and toolkits that deliver more value with fewer resources.
values as a magnet for talent
The conversation then turned to talent. Post-Covid, people want more than a job; they want balance, flexibility, and to feel proud of the company they work for. Simon spoke about how values aren’t just good for culture, they’re good for clients too:
“When agencies live their values, they don’t just attract the right people, they keep them. And when the right people stay, everything sharpens creativity, culture, delivery. That stability is a competitive advantage.”
At Orangery, we call this the benefit of stickier people. Long-term team members carry knowledge forward, build deeper client relationships, and make delivery faster and smarter over time.
responsibility isn’t marketing. it’s strategy
One of the risks the panel flagged was the danger of brands treating sustainability or responsibility as a communications exercise. Simon was clear:
“Responsibility should be baked into the business model itself, not just treated as a marketing exercise. Otherwise you’re at risk of being seen as irrelevant.”
For marketers, this means choosing agencies that see responsibility as a strategic lever, not just a talking point. The agencies that do this well can help brands avoid short-term “greenwashing” and instead embed long-term credibility.
what to look for in an agency
So how can a marketer tell if an agency is truly values-led? Simon shared a practical view:
“There’s huge choice in the market. Hundreds of agencies can deliver a rebrand or campaign. But the difference is in the team, the process, and the collaboration. Values-led agencies tend to be specialists in their field, with motivated teams that flex and work with you. That alignment de-risks projects and builds stronger, longer partnerships.”
He also urged marketers to look for transparency:
- Evidence of living values in client portfolios
- Investment in teams and culture
- Accreditations like B Corp that prove commitment
- Client retention that shows trust has been earned over years
Ultimately, if you find an agency you trust, you can fast-track thinking and output, that’s a real competitive advantage.
Our takeaway
The panel highlighted different perspectives, but the message was clear: sustainable growth isn’t about slowing down. It’s about becoming sharper, leaner, and more intentional.
For marketers, the agencies worth partnering with aren’t the ones chasing “more.” They’re the ones simplifying, cutting waste, embedding responsibility, and building partnerships that stick.
That’s the space Orangery works in combining thoughtful strategy, creativity, and collaboration to help brands grow responsibly, and last.
