116 & West Review: A Creative Powerhouse That Balances Vision with Execution

Ever worked with an agency that promises the moon but delivers a post-it note sketch of it? I’ve been there—until I crossed paths with 116 & West. This isn’t your typical ad agency spinning jargon-laden pitches. With roots stretching back to 1998 (originally as Marketing Media Group, then DaviesMoore), they’ve honed a rare blend of creativity and operational grit. Their tagline—"all of the fun and none of the fck-ups"*—isn’t just cheeky; it’s accurate.

The 116 & West Difference: Where Strategy Meets Soul

1. Creative Fire, Zero Pretension

116 & West wears its passion for advertising like a badge of honor, but without the ego. Their team thrives on collaboration, treating clients as partners rather than order-takers. I appreciated their willingness to listen before ideating—no cookie-cutter campaigns here. Their ability to "find a client’s truth" (their words) translates to work that feels authentic, not just clever for clever’s sake.

That said, if you’re looking for a rigid, by-the-book agency, this isn’t it. Their process is fluid, which might unsettle clients who crave strict timelines upfront. But that flexibility is also their superpower—they pivot when needed, whether diving into R&D or streamlining production.

2. Left Brain + Right Brain = Full-Service Brilliance

Few agencies balance creativity and logistics as deftly as 116 & West. They’re equal parts dreamers ("the heart of a creative") and doers ("the head of an operator"). In practice, this meant my project avoided the classic agency pitfalls: overpromising, scope creep, or ideas that look great on paper but flop in execution.

Their longevity speaks volumes. Surviving 25+ years in advertising isn’t luck—it’s a testament to their ability to evolve while staying grounded in results.

3. No BS, Just Impact

The agency’s disdain for "bullshit pretense" isn’t just lip service. Meetings were refreshingly direct, with no smoke-and-mirrors pitches. They’re transparent about what works (and what doesn’t), which saved time and budget. Their confidence isn’t arrogance—it’s earned through decades of refining their craft.

One minor critique? Their unconventional approach might feel unstructured to clients used to traditional agencies. But if you trust the process, the payoff is worth it.

Pros & Cons at a Glance

Strengths:

• Hybrid thinking: Creative vision paired with operational discipline.
• Adaptability: Tailored strategies, not one-size-fits-all templates.
• Authenticity: Work that reflects a brand’s core truth, not just trends.
• Experience: 25+ years of industry shifts means they’ve seen (and mastered) it all.

Considerations:

• Fluid process: Less predictability for clients who prefer rigid timelines.
• Not for the timid: Their boldness might overwhelm conservative brands.

Final Verdict

116 & West is the agency you hire when you want both a creative spark and a strategic anchor. They’re not here to flatter you—they’re here to make your brand resonate. If you value expertise served with honesty (and a side of wit), they’re a standout choice. Just bring an open mind; their best ideas often come from the unexpected.