Why did we call our agency Twenty One Twelve, way back in 2016?
What’s in a name? Why Twenty One Twelve?
A lot of people I meet are intrigued by the company’s name, Twenty One Twelve. Some assume I’m a massive fan of 70’s Canadian rock band, Rush – who released an album by the same name in 1976. But most are a bit bemused by it, it’s long and quite difficult to remember – so why on earth would a marketing agency choose it? Shouldn’t we be called something ultra modern and cool?
Twenty One Twelve Marketing was born in Henley-on-Thames way back in 2016. I had just won a UK Blog Award with the web design wizards over at Ri Web and the copywriting briefs were piling up. It was time to make the move from freelancer to agency and this humble start-up needed a name.
One thing all marketers know is the power of storytelling. The problem was, I didn’t have an exciting rags to riches saga. I’d never gone from a market stall to multi-millionaire ala Lord Sugar or leapt from welfare to riches like most internet entrepreneurs claim to have done. Instead, I was from the sleepy town of Henley-on-Thames.
When we first started Twenty One Twelve we solely focused on digital marketing for luxury brands. We’re more diverse now – offering services to B2B and professional services companies. But when the focus was luxury, Henley was a very useful place to be based and the town’s world-renowned regatta provided the perfect inspiration for the birth of a brand.
If you’ve never been to Henley Regatta, it’s worth a visit. The creme de la creme of rowers compete and both banks of the Thames are filled with bars and restaurants, including the ultimate hospitality experience that is The Hidden Garden.
Completing the regatta course is quite a feat, or so I’m told. It’s long and choppy. So much so that Olympians won’t come to Henley during an Olympic year, because it’s bad practice for racing on the man-made Olympic courses that are shorter and calmer.
The course length?
2112 metres. And so the name was born, Twenty One Twelve. Thought up by our old Director, Ryan Irving, we felt it was a good representation of our newly minted brand. It takes dedication and determination to complete the course of Henley Regatta – The cox must be precise as they guide the boat across the choppy, winding course and rowers have to rise above the frenetic noise of the madding crowds to keep their tempo and cool.
And despite not having a single rower in the team, the virtues of the regatta course represented everything we wanted our agency to be – precision marketing designed to drive commercial results.
Now, in 2023, we’ve grown into our name and we feel we’re everything we set out to be.
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