Unveiling Valerie: The New Creative Agency Revolutionizing Cultural Engagement

Meet Valerie: A Game-Changer in Creative Strategy

Ad industry veterans Kai Deveraux Lawson, Simeon Coker, and Tracey Busch have launched a new creative strategy agency named Valerie. This agency aims to prioritize cultural understanding over mere compliance, acting as a white-label partner for brands and agencies.

Honoring a Legacy

Valerie is named after Valerie Graves, the former CCO of UniWorld Group, who was known for her groundbreaking contributions to major brands like Burger King, Ford, and Pepsi in the 90s. Co-founder Deveraux Lawson highlights Graves as a barrier breaker whose legacy inspires the agency's mission.

The Mission of Valerie

Valerie aims to help brands think creatively and go beyond traditional metrics. The agency specializes in creative, brand, social strategy, and cultural consulting, adapting its services to meet the unique needs of each partner. The founders bring extensive experience from leading agencies and brands, earning recognition from Adcolor, ADWEEK 50, and Women in Marketing.

Addressing Cultural Dynamics

Deveraux Lawson emphasizes that understanding culture is essential in today's advertising landscape, as it shapes every aspect of the industry. Valerie employs a Culture Check framework to evaluate context and growth opportunities, ensuring that their work resonates with consumers authentically.

Tackling DEI Challenges

The agency confronts the decline of DEI programs in the industry, clarifying that Diversity, Equity, and Inclusion (DEI) is not synonymous with culture but a tool to engage with it. Valerie aims to help partners navigate these complexities and create impactful work that resonates now and in the future.

Clients and Future Prospects

Valerie is already working with clients like VML and EatOkra, with plans to expand into beauty and retail sectors. Co-founder Busch states that brands need partners who can guide them through today's cultural complexities, and Valerie is ready to step up with courage, creativity, and cultural insight.