GOOD, BAD, AND DOWNRIGHT UGLY

Every year, I step into this reflection with a mix of end-of-year fatigue, new-year ambition, and the kind of gratitude that only comes after you’ve climbed a few mountains (and tripped over a few rocks). 2024 is no different.

Deep sigh. Eye roll. Slightly unhinged laugh.

This year was no walk in the park. But rather than sugarcoat it, I’m giving it to you straight — starting with the mess and ending with the magic.

THE WTF UGLY 😵💫

Where logic ends and head-shaking disbelief begins. Here’s the shortlist:

🤨 The American election outcomes

🤨 Time Magazine’s Man of the Year cover — cue existential crisis.

🤨 The AI tidal wave

🤨 The worsening statistics impacting women and children — rage is an understatement.

🤨 Projects lost after pouring in brain, heart, and caffeine

🤨 Peri-menopause (yes, still)

🤨 Being told by our Head of Ops to take down festive decorations because “it’s scheduled for Monday with the Social Committee” 👀

If this section were a movie, it would be directed by Jordan Peele.

THE BAD 🙈

The tricky bits. The uphill climbs. The “we’re stronger for it” moments (that nobody asks for):

🙈 The economy and cost of living crisis

🙈 Budgets that took 3x longer to get approved — slow yeses are better than no’s, but still.

🙈 Parting ways with legacy partnerships — it’s called growth, but it still stings.

🙈 The headwinds of leading an independent business — some days you feel like Beyoncé, some days it’s more like Sisyphus.

THE GOOD 🌈

But here’s the part we all look forward to — the wins. The sparks of joy and the milestones that remind us to be grateful: 

🌈 We turned 13! And what better way to celebrate than with a “Teenage Rebellion” party that lived up to its name.

🌈 We won lots of new projects and client partners  

🌈 We honored 26 of our best projects from the past 13 years with a Poster Exhibition — a beautiful way to reflect on how far we’ve come.

🌈 We invested in our future by creating our own brands, set to launch in 2025!

🌈 We were recognized by our industry peers with 18 awards (someone check that count for me, but yes — EIGHTEEN).

🌈 Agency-life satire from Rob Mayhew — comic relief we didn’t know we needed, but absolutely did.

🌈 Moments of gratitude from clients and industry partners — those unexpected acknowledgments that fuel us for weeks.

🌈 Our new office, podcast studio, and event space came to life, and it’s been amazing to see how it’s already transforming the way we work.

🌈 Season 2 of the Bite Big Podcast launched — if you haven’t listened yet, it’s worth it. 

🌈 Creative inspiration from The Design Conference — there’s nothing quite like being surrounded by brilliant, divergent thinkers to reignite flames.

FINAL THOUGHTS

Here’s the thing about reflecting on a year: it’s #messy. It’s not all confetti and standing ovations. Some parts of 2024 were objectively #difficult. Some were flat-out bizarre. But, in between, there were moments of #magic — moments that made me stand a little taller, breathe a little deeper, and say, “Damn, we did that.”

The “ugly” will always be there. The “bad” will continue to test me. But the “good” — the good is where the living is.

As we step into 2025, I’m bringing that energy with me:

- The courage to push (for better, not just for more).

- The  confidence that comes from 29 years of practice

- The perspective that comes with getting knocked down — and standing right back up.

To my The Edison Agency team, my industry community (you know who you are) and every client partner that stood with us this year — I see you, I appreciate you, and I thank you.

Onward, always ⚡️