I bumped into Mark Aink in Cannes, as proven here with a blurry phoneshot from Gutter bar, and did ask him about Indie - the new agency born from what was once known as S-W-H. Can't for the life of me recall all the clever things he said (everything ever said at the gutter bar is the smartest thing ever, but it evaporates the next morning), but he did confess that relaunch of S-W-H to Indie is all part of a "reset", just like the one Balmer was talking about. All cleaned up and ready for their closeups, Mark Aink and Lode Schaeffer of Indie have much more to say about their metamorphosis. Managing Partner, Mark Aink says:
“First instincts can sometimes lead businesses to seek what they know and try to maintain stability despite changes occurring within their industry. It’s time for businesses, ours included, to realise that things aren’t changing but they’ve already changed. The changes that we have made over the years within S-W-H are manifested in the roots of Indie.”
