LBB:
A single word can reposition a brand or reframe a behaviour. So when a term deeply ingrained in our industry starts shaping how we see each other, it’s worth asking whether it still deserves its place.
There are a few of these, but ‘suit’ is one that’s never sat well with me. Not least because I can count on one hand the number of times I’ve actually worn a suit to work (zero judgement if you do… that’s a strong fashion choice). It’s the negative stereotype that comes with the term that I’m on a mission to ban, at least at Thinkerbell.
For decades it’s been shorthand for the ‘account person’, the ‘grown-up’, the ‘process person’. All true, and all arguably important traits of a successful operator. But over time, ‘suit’ has also become shorthand for something else: someone who constrains ideas rather than contributes to them; a walking credit card; the bag-carrier; the paper-pusher. The list goes on, but it all points to the same unhelpful impression of someone assumed to add little value.
It’s an outdated, unhelpful, and frankly inaccurate stereotype, especially given how we work at Thinkerbell and what we expect from our Thinkers.
At Thinkerbell, we don’t do stereotypes. One of our Five values is to stay unicorn to protect the weird, the curious, the unexpected. We have Thinkers and Tinkers who work together to make Measured Magic happen (where marketing science meets hardcore creativity), supported by squads that expand and contract as projects evolve. And Measured Magic only works if everyone in the squad thinks, speaks, contributes, not just the people with ‘creative’ or ‘strategist’ in their title.
So, when we recruit new Thinkers, yes, they might come from a ‘suit’ background with all the base skills nailed. But we’re very clear: we expect more than what that label has come to mean. We want strategic backbone, curious minds, strong opinions (and the confidence to share them), as well as laser-sharp project leadership. The full mix.
We owe it to ourselves and the future of our industry to be more than just a ‘good suit’, the moment you lose the label, you lose the limits that come with it. And that shift brings real benefits:
- Everyone feels invited to think and contribute while still owning the shit they need to get done.
- Teams become flatter, clearer, and more collaborative.
- Invisible barriers disappear and the baton-passing that slows work evaporates.
- We reinforce that strategy, creativity, account, production, design (etc, etc) all contribute equally to making great creative work.
Ultimately, this goes far beyond semantics. It’s about creating a culture that rewards people for expressing themselves, and empowers them to turn incredible ideas into reality. And once people understand and embrace that, they struggle to remember how the old way ever made sense.
So, let’s hang up the word ‘suit’, unless we’re talking about that fabulous double-breasted number you’ve been eyeing off. Who’s with me?