Building a resilient and scalable agency: my journey with WeAreCollider

Over my 30 years in the agency world, I’ve learned that growth isn’t linear, it’s a series of challenges, reinventions and opportunities.

My journey began unexpectedly, sparked by a conversation at a wedding that led me into the experiential marketing space. Since then, I’ve co-founded agencies, weathered crises and learned invaluable lessons along the way.

In the late 1990s, my first agency grew rapidly but we didn’t have the structure needed for sustainable growth. When external events like the dot-com bubble and 9/11 hit, the cracks showed. Those tough years taught me the importance of strategic planning and diversification - lessons I have carried forward into every venture since.

When founding We Are Collider, I wanted to do things differently. I built a boutique agency model - a small, agile team that could scale as needed for larger projects. This flexibility allowed us to deliver full-service solutions for our clients while maintaining a work-life balance that worked for everyone.

Relocating the agency to London in 2011 was another turning point. It wasn’t easy rebuilding the team, but being closer to top talent and major clients was transformative. By 2018, we refined our focus to integrated live experiences, carving out a niche that’s now at the heart of what we do.

Growth often comes with risks. Pursuing acquisitions to broaden our expertise in performance marketing, events, and digital helped us grow faster, but it wasn’t without challenges. Financial fraud by our former financial controller was a tough setback, but we emerged stronger and more resilient.

Then came COVID-19, which brought our industry to its knees. Revenue dropped 89%, and we had to restructure again. Instead of chasing numbers, I doubled down on our vision: to attract brilliant talent, deliver exceptional work for brave clients, and create an agency culture we’re proud of.

Through all of this, one principle stands out: people, work, profit. Invest in talent, leadership, be selective about the work you do and build strong client relationships, and profitability will follow. True value isn’t just financial - it’s in your reputation, intellectual property and team strength.

Agency growth isn’t just about scaling; it’s about evolving with purpose. If there’s one lesson I’ve learned, it’s this: embrace change, prioritize people, and play the long game.

Anton advises BLINK clients. See how here.