How a 42-year-old Scottish agency is betting on what lasts, not what’s new

How a 42-year-old Scottish agency is betting on what lasts, not what’s new

"We're not only in this business for shiny awards," says Cori Schwabe, who leads business development and marketing at Leith Agency. "In an industry that obsesses with the 'new,'
we bet on what lasts."

It’s a quieter position in an industry often focused on what’s next. But for Leith, the Edinburgh-born agency behind 31 years of IRN-BRU and over a decade with The Famous Grouse, longevity isn’t something they’ve stumbled into. It’s been built over time.

Founded in 1984 as a traditional advertising shop, Leith made its name in the 90s with work for Tennent’s and Carlsberg. The Tennent’s ‘Homecoming’ ad helped turn ‘Caledonia’ into something culturally enduring. As the market shifted and clients needed to show up across more channels, the agency adapted alongside them.

"We’re not only a traditional ad agency anymore," Schwabe says. "We operate as a brand consultancy and a creative agency in the same room. Strategic thinking and creative thinking applied together."

The messy brand problem

Today, brands are expected to show up across multiple touchpoints. Without strong foundations, that presence can quickly become fragmented.

"Even for famous brands like IRN-BRU, you still need the foundations so you can show up in any conversation and still do it in a very BRU way," Schwabe says.

It’s not always the most visible work. Schwabe describes it as “making messy brands tidy.” It’s also where Leith has built long-term relationships. The agency’s average client partnership lasts seven to eight years. The Scottish Government has remained for over two decades. Winning a spot on Network Rail’s framework brings Leith’s relationship with them to 16 years. EFPIA - the founding client of Leith’s Health division - is coming up on ten years. 

“Our mindset with clients from day 1 is that we’re in it for the long term.”

That consistency is shaped by what Leith describes as “compounding creativity.” A System1-backed idea: consistent creative, anchored to a clear platform, can build effectiveness and commercial impact over time. It’s a more patient way of working, one that moves away from short-term cycles.

Punching above their weight, from outside London

A third of Leith’s revenue now comes from global and international work, and about a third of Leith’s clients fall in the health & wellness sector.

There can still be a perception that Leith sits in a specific lane, often closely associated with IRN-BRU.

"Most people in London know about us, but they tend to place us in a particular context," Schwabe says.

In reality, the agency regularly pitches against networks including Uncommon, Havas and McCann. In early 2025, Leith secured Lloyds Bank’s Bank of Scotland account, shortly after losing IRN-BRU’s creative account to Lucky Generals.

"When I came back from maternity leave in March 2025, there was a real sense of ‘we’re all in this together,’" Schwabe recalls. "Even when we don’t win, there’s still a lot of pride in the work and in each other. Winning just builds on that."

Being based outside London brings a slightly different perspective.

"The conversation isn’t just about what works in London," Schwabe says. "We think about what people across the UK - or internationally - actually need and how they behave day to day."

That perspective carries through to how the agency works with clients.

"It’s very human," Schwabe says. "We talk things through. There’s a shared understanding that we’re working towards the same goal."

The Gen X blind spot

While much of the industry focuses on younger audiences, Leith has been looking more closely at Gen X.

At the IPA Insight Summit, the agency introduced research into what it calls “the youth bias”, a tendency for brands to skew younger in pursuit of relevance, sometimes overlooking a more established and economically influential audience.

Gen X, those aged 45 to 60, are often at the height of their careers, with significant spending power and influence across generations. Yet only 9% of UK ads feature them.

"If we're using Gen X culture and aesthetics, and we like Gen X culture and aesthetics, why don't we also reflect the people?" Schwabe asks.

The agency is developing further work in this space, exploring areas including corporate leadership, health engagement, and influence.

"Any Gen Xer I know is active across platforms," Schwabe says. "They may engage differently, but they are present and they are influenced."

It reflects a broader approach. Taking the time to understand gaps, and building perspectives that are genuinely useful for clients.

A new chapter, not a reinvention

Leith isn’t trying to move away from its past. Its Scottish roots, long-standing relationships, and track record remain central to how it operates. But there’s a growing confidence in how that story is shared.

"I want the industry to recognise how strong Leith is, but also for our Leithers to feel confident and proud sharing that."

That shift is already underway. The agency has moved towards more thought-led work, highlighting its people and perspectives. It continues to compete with, and win against, some of London’s most recognised agencies, while developing its own point of view on areas like the youth bias.

"These waters aren’t new for us," Schwabe says. "It’s about feeling more comfortable navigating them."

In an industry that often rewards what’s new, Leith is taking a longer view. Building strong foundations, developing work that grows over time, and maintaining relationships that last.

For an agency that has worked this way for over four decades, it feels less like a reinvention and more like a natural continuation. It’s what they call Leithal Thinking You Can’t Ignore. 

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