Sarah Birks’ Post

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Creative director, ASDA account | MBA candidate

Yesterday, I found myself on Cavehill, fingers cold but purposeful, gathering sprigs of evergreen for what's become my ritual Christmas wreath making . The recent fierce storms that battered most of Belfast, Ireland and the UK had transformed the familiar trails, opening up entirely new views of the city below. Strange, how a changed landscape can mirror your own story. Standing there, surrounded by nature's recent renovations, I saw my teams journey through 2024 reflected in every fallen branch. Like the changes to my surrounds, our scope of work has continuously shifted, revealing new possibilities we hadn't seen before. Where storms reshape forests, change reshapes teams. Cavehill's altered paths have created unexpected clearings, spaces where new life will flourish. Similarly, our teams biggest pivots became our most powerful moments. We didn't just adapt; we fundamentally reimagined our approach. Our client conversations deepened, our solutions became more innovative. As I wove together this year's wreath using branches scattered by the storm, and some foraging from my garden, it struck me; resilience isn't about maintaining the status quo. It's about finding beauty in transformation. The wreath hanging on my door tells that story. Not perfect, not store-bought, but real. Like the team, it's made more interesting by embracing the changes that shaped it. Here's to the winds of change that guide us, and the courage to create something beautiful from continuous transformation and learning how to weather the storms.

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