Creative strategy agency Valérie launches with a focus on cultural understanding
Advertising industry veterans Kai Deveraux Lawson, Simeon Coker and Tracey Busch saw the need for industry action on culture, action that could move needles rather than check boxes.
Enter Valerie, a women- and Black-owned creative strategy and cultural consulting agency, officially launching today as a white label partner for brands and agencies. The agency is named after Valerie Graves, former CCO of UniWorld Group, whose whole-of-market approach to brands helped create award-winning work for Burger King, Ford Motor Company and Pepsi in the 1990s. agency Valérie considers Graves’ historic and revolutionary work as her model.
“She is a barrier breaker who refused to conform to the expectations of her time,” Deveraux Lawson, Valérie co-founder and head of culture, told ADWEEK. “She leaned into culture, took big changes and challenged the industry to underestimate her. These characteristics are the essence of who we are as founders and the essence of what this agency will stand for as we grow.
Graves is not only an inspiration, but also a client. Valerie was the strategic and creative agency lead for the inaugural AfroGames 2024, providing event branding, asset design, communications strategy, media placement, influencer marketing and campaign services across social media for the sporting and cultural experience founded by Graves and organized in South Africa. .
“Naming the agency after her is an expression of gratitude and recognition of the legacy of Black women’s contributions to this industry,” said Coker, co-founder and chief creative officer.
The Valérie agency’s mission is to help brands think outside the box instead of just checking one off. The independent boutique specializes in creative, branding, social and cultural strategy consulting, as well as working with agency teams.
The founding partners collectively bring decades of industry experience, having worked at agencies including Dentsu, AKQA, MRM and R/GA, with brands including Nike, Disney, Hyatt Hotels, Cadillac and American Express, among others. others. Their work has been recognized by Adcolor, ADWEEK 50 and Women in Marketing.
Culture drives the agency, Deveraux Lawson said, and specializing in culture puts Valerie at the center of the ecosystem.
“Every facet of our industry directly and indirectly engages culture,” Deveraux Lawson said. “We have built a flexible structure that adapts to the unique needs of each partner, because we know that culture is constantly evolving and requires a tailored approach.”
Tackle DEI Reduction Head-On
The advertising and marketing world has seen a rapid decline in DEI programs across brands and agencies, with big names like Walmart And Molson Coors announcing reductions in their programs.
Deveraux Lawson said the biggest misconception the industry has witnessed is the confusion between DEI and culture, which are not the same thing.
“DEI is a way to engage with culture and helps give language understanding, but it is not culture itself. And in today’s landscape, it will be important to be explicit about different aspects of culture, including DEI,” Deveraux Lawson said.
Valerie’s role, she said, is to help partners understand as they work to reimagine how to engage consumers with authenticity and integrity.
As such, Valérie places her work through the prism of what she calls a Culture Check framework, which puts people at the center. The framework allows the team to assess context, intersectionality, and opportunities for growth.
In addition to AfroGames, clients including agency VML and brand EatOkra are already present, with beauty brands and retail giants ready to participate.
“Brands need partners who can navigate today’s cultural complexities,” said Busch, Valerie’s co-founder and chief strategy officer. “That’s where Valérie comes in. We are here to help brands move forward with courage, creativity and true cultural vision. It’s about creating work that resonates, not just now, but for the future.
