Page 47 - Adnews magazine Sep-Oct 2022

“We then apply creativity to strategic rigour to overcome inertia and charge up the brand’s energy to propel it forward. We create the energy for a brand that people will feel.
“How we make this happen is by stripping out the things that get in the way of creating this energy. No layers or big overheads. We remove complex processes and jargon. We remain super transparent and flexible by putting the client’s needs at the heart. We build teams to meet their needs and have no concerns about bringing in external talent to get the job done exceptionally well. We are very open about this – it’s about the best talent for the job at hand.
“One notable difference we’ve been told by our clients is the environ- ment we create. We take our clients on a journey, no siloed ways of work- ing, special reveals, or complex processes. We put the focus on creating the right environment so the creative product soars.
“We know there is never the perfect brief or enough amount of time but rather than focus on the negative inertia or challenges, we take it as an invitation to push harder and out-think. We actually embrace obstacles as they force us to innovate around them.
“If we don’t have enough time, we find ways to save time. When you work in the retail category like we do for some of our client partners, this mentality is what fuels us to succeed. It’s fast, furious but insanely rewarding.”
Bosilkovski says coming to work doesn’t feel like work. “I absolutely love what we are creating with It’s Friday. Everyday feels like Friday here.”
QHow scary was it realising that you are now totally responsible for the business?
Bosilkovski: “None at all. I absolutely love it. It’s the best thing I’ve done. I’ve had the privilege and responsibility of running some of the biggest agencies in the country, but knowing you are creating a brand from
scratch with no barriers or fears, is exceptionally rewarding. You make decisions from experience and based on whether they feel right for the company and our cli- ents. You don’t need to play safe or be defensive. You do what you think is right.”
QYou’ve been adding clients quickly, what issues does that bring? “We’ve been humbled with the rise of our business. In just over five months, we are working with top ASX companies in the country. Partners like market leaders Domino’s and Colonial First State, as well as some others that I can’t talk about right now. They have entrusted us with their amazing brands. Part of the success in estab- lishing amazing client relationships from the get-go, has been our ability to attract incredible and experi- enced talent – some of the best in the industry. Their impact on our clients has been sensational. Our talent has bought into the ethos of It’s Friday and want to be part of building the It’s Friday journey and story. It’s another pinch me moment.
“One of our big learnings that came really early on has been our agility and our ability to crush siloed working. Some of our most experi- enced creative people are working directly with clients. No barriers that get in the way of results. No more rooms filled with layers of agency people. I’ve had endless resources and layers in previous roles which can work, but here at It’s Friday we have learnt to strip our layers and the processes that actu- ally don’t add any value. It’s the sort of environment that is proving to be more effective in achieving results.”
“What’s the worst thing that can happen, you fail at taking a chance on something you love?”
Foundation client Domino’s, and Colonial First State.
Q
What advice would
you give others when contemplating the same move?
“I’ve always been driven by wanting everything that is on the other side of fear. Starting a business isn’t for everyone, but if it’s in your blood and you have some great business part- ners you trust to do it with, like I do in Vinnie and Jez - take the plunge.
www.adnews.com.au | September - October 2022 47