"The best ideas can come from anywhere": How Alfred's earned media approach is reshaping creative strategy

"If partners are not honest with each other, things are never going to work," says Dan Neale, founder of creative agency Alfred. It's a refreshingly direct statement that encapsulates the agency's approach to client relationships and perhaps explains why 80% of their new business comes from referrals.

Founded in 2013, Alfred emerged from Neale's frustration with agencies that positioned themselves as external resources rather than strategic partners. "A lot of agencies would always ask a client what they want to do rather than being proactive, coming up and helping them define both the problem and the solution," he explains.

In an industry where agencies increasingly blur traditional boundaries, Alfred's distinctive approach stems from its earned media heritage, a background that gives them a unique perspective on today's social-first landscape.

The earned media advantage in a social-first world

While many creative agencies come from paid media or design backgrounds, Alfred's roots in PR and organic engagement have shaped their approach to content creation. This distinction matters significantly in today's digital environment.

"When you think about where we are now in a world where everything is very social-first, we've got that heritage in really telling stories through earned media, which means you've got to convince someone else this is a really good story in order for them to do something with it," Neale explains.

This perspective has proven particularly valuable as social platforms evolve. "It's not always about creating the prettiest content. It's about creating the most attention-grabbing, engaging content that really speaks to an audience," he notes, highlighting how Alfred's earned media experience helps them navigate complex narratives and create content that stops users mid-scroll.

The agency's work with Highland Park whisky demonstrates this approach in action. In an industry known for formulaic luxury marketing, Alfred developed a programme that spanned communications, PR and social, focusing on untold stories of craftsmanship in whisky-making.

"Leaning more from an editorial perspective to a content approach allowed them to stand out and connect in a different way," Neale says. "The campaign felt quite different to a lot of the marketing that was seen across the industry."

Partnership over service provision

Alfred's name itself, inspired by wise counsellors throughout history and the loyal butler from Batman, reflects their commitment to being trusted advisors rather than mere service providers.

"The senior team don't just go to a pitch and then never see the client again, because that doesn't really speak to partnership," Neale emphasises. "Our board directors are always involved in execution, client counsel and strategy as well as ongoing delivery."

This approach has resonated particularly with two types of clients: established brands looking to evolve their communication strategies and challenger brands aiming to disrupt their industries. What unites them, according to Neale, is "some form of change—they're looking to drive something new with their marketing or comms efforts."

The agency's work with Westfield exemplifies this partnership model. Alfred was brought in to overhaul the shopping centre brand's social strategy, implementing a more video and creator-first approach that represented a significant departure from previous efforts.

"We love helping brands and clients instigate and go through some form of change and evolution," Neale says. "It doesn't have to be a revolution—evolution in terms of how they approach things."

Navigating difficult conversations

When challenging client discussions arise, Alfred's approach is direct but constructive. "If we feel that we need to push back on something, it's based on insights, experience and strategic rationale rather than ego," Neale explains.

This comfort with navigating sensitive territory stems partly from the team's PR background, which has equipped them to handle complex situations with a level head. It's also embedded in the agency's culture, which Neale describes as collaborative and ego-free.

"Across the business from top to bottom, we genuinely don't have egos in the team that are focused on a self-serving agenda," he says. "If two partners are not willing or able to be honest with one another, you're never going to create the best work."

This philosophy extends to the agency's internal dynamics, where junior team members are encouraged to challenge senior leadership. "There's been so many times that some of the most junior team members have challenged me and said, 'I don't think that's going to work,'" Neale recalls. "If they're more tapped into a certain sector or trend or insight, I'd be an ego maniac not to listen."

Curiosity as a cultural cornerstone

When asked about Alfred's core values, Neale highlights curiosity as fundamental to their approach. "Having that curiosity to go out there and find the insights and opportunities is always super important because that always fuels some of the best creative ideas," he explains.

This curiosity manifests as a willingness to explore unfamiliar territory—whether that's a new sector, trend or technology. "If you come across something you don't know, you go and find out and explore it," Neale says. "Then you've instantly upleveled your knowledge but also worked your way towards new ideas and opportunities."

The agency also emphasises internal development, with Neale noting how team members have grown into new roles over time. "Someone who joined us as an account manager is now deputy MD. People that joined us in administration roles have moved over to creating content," he says, highlighting the agency's commitment to "unlocking the potential in talent."

Navigating industry shifts and attention economics

Looking ahead, Neale identifies several trends reshaping the marketing landscape. The rise of niche but passionate communities offers new opportunities for brands to connect with engaged audiences. Meanwhile, AI is fundamentally changing how people access information.

"If Google wasn't Google, AI would kill Google," Neale asserts. "No longer are we going to Google to find our information. We're going to ChatGPT or Claude to ask a question and get an answer."

This shift has prompted Alfred to develop capabilities in what some are calling "generative engine optimisation", influencing the training data that large language models access to ensure clients appear in relevant AI responses.

Perhaps most significantly, Neale points to the economics of attention in today's fragmented media landscape. "We're in an era where the key metric for many is how do we get someone to watch more than three seconds of this? Because if we can get them to watch more than three seconds, maybe they'll watch the rest. And, maybe the algo will boost it further."

This challenge - capturing attention in an environment of endless content requires agencies to think differently about storytelling. "There's this huge demand for attention across multiple things, and brands need to try and capture their own small segment of that to communicate their message," he explains.

Despite these challenges, Neale remains optimistic about the opportunities ahead. "At times of both incredible stress or considerable innovation, there's always opportunity for those that are willing to be brave," he says. "When these revolutions happen, it always creates a huge opportunity for those willing to be bold."

For Alfred, with its foundation in earned media storytelling and commitment to partnership, this rapidly evolving landscape represents fertile ground for continued growth, provided they maintain the curiosity and candour that have defined their first decade.