New agency Will launches in Los Angeles vowing to fight cancel culture

(September 1st, 2020): A team of established Los Angeles creatives today launched a new creative agency, WILL, purposed with bringing the “Think Different” mentality back to an industry dominated by political correctness and so-called “woke” ideology. 

Founded by copywriter and engagement marketing expert Isaac Simpson, the leadership team is comprised of advertising and marketing executives including the controversial former host of Food Network’s Ginormous Food Josh Denny, veteran Art Director Bjorn Johannson (formerly 72andSunny, McCann, KBS), and CSR-expert Brad Robinson (formerly Skid Row Housing Trust). 

Brad Robinson
Isaac Simpson

WILL’s services include branding, social, and thought leadership campaigns that tap into relevant conversations to supercharge engagement. The founding manifesto, published on LinkedIn, establishes a creative environment where all perspectives are allowed in service of the best idea, and where creatives can work freely without fear of cancellation.

Simpson stated, “There's a lot of talk about thinking differently, but, in my experience, most people in the advertising world think very much alike. My team and I built WILL to fill the gaping hole where a real ‘Think Different’ ad agency should be. An agency where everyone doesn’t have the same opinion. One where the creatives are as ideologically varied as the consumers.”

Denny added, “We believe we can help brands see through the noise to start the conversations they want to have with ideas that boost brand perception, instead of merely weighing in on the political cause du jour.” 

Josh Denny
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