Published by Leenesha Friend
Published Date 11.04.2022 
We are delighted to be shortlisted in two categories at the 2022 UK Company Culture Awards – Best Small Agency to Work for and the Leadership Award category, where our MD Christina Clarke was nominated by the rest of the team.
Established in 1998, C21 employs 23 people across strategy, creative, design, digital, motion graphics and project implementation. Clients include Medtronic, Manchester Foundation Trust Charity, Essity, Dysis, Artivion, Merit, Bury Council, North West Air Ambulance, Northumbria Council, ForHousing and Byrom plc.
In a year that saw C21 become employee-owned, as well as launching a complete rebrand and positioning, we are thrilled to be nominated for a culture award that celebrates C21 as an employer, and are proud to be part of a team whose desire to improve lives and champion behavioural change is evident in our company values and client service delivery.
In June 2021, C21 became an Employee Ownership Trust (EOT). The deal, which saw 100% of the shares in the business legally placed into an EOT, was a tangible expression of our vision and values. With an employee-focused philosophy, democratic ethos and people-first culture, we believe the employee ownership model perfectly embodies the DNA of C21. Being part of an EOT makes a material difference to employees, protects the agency’s independence, and ensures our commitment to continually improving customer excellence, strategic insight, creativity and innovation.
As part of this exciting journey, we took stock of our positioning, realising that – in partnership with our clients – we had been making a real difference in the world. Shaping improved lives and better outcomes, as well as shaping C21.
But, as an agency, we want to do more. More to challenge accepted thinking and business archetypes. More to connect with our clients, their customers, and communities. Through insight, innovation, and creativity we wanted to improve lives and champion behavioural change, for good.
Change is the continuous challenge to be smarter, sharper, leaner, greener, and better. It takes vision, leadership, and dynamic action. Being comfortable with the uncomfortable and facing challenges headfirst. It’s a daily decision to think differently and to be the change you want to see in the world and what better place to initiate that than within our own agency.
Head of Creative, Emma Morris said; “On the back of the pandemic, we realised that for many years we’ve been advocating change but as an agency, we still want to do more. If we really want a better future, it’s up to us to create it. That’s why the idea of change resonated so well with us. It’s all about changing behaviours or business approaches for the greater good and realising that advancement doesn’t have to come at the expense of people or our planet.”
Managing Director, Christina Clarke added, “The C21 team has brought to life our repositioning with creativity, passion and conviction and it’s an important part of our growth as an agency. It’s not just a statement about today but also a reflection of years of hard work. It’s about how we’ve helped companies become better versions of themselves – whether launching more considered and supportive services, developing innovative and environmental products, or promoting life-changing causes and technology – we’ve been on that journey with them. At the same time improving constantly ourselves. The new branding aligns with this historical trajectory, as well as our desire to continue creating positive change for all.”
After almost 25 years of teamwork, passion and dedication to supporting our clients, becoming an EOT and our new brand and positioning feels like a significant moment for us at C21. And it comes at a point when the business is at the top of its game – having delivered a record financial performance in 2021.
We couldn’t have done this without an amazing team ethos and a leader who instils confidence and knows the value of engaged employees, driving the business, and its new positioning, forward. For 24 years, Christina has championed female empowerment, personal growth and delivering excellent client services. Becoming an EOT was a bold but amazing move to safeguard C21’s future so when the Leadership category was announced, we knew we had to put Christina’s name forward. We are just delighted that C21 and Christina have been shortlisted.
See how we’ve helped clients shape our world for the better > https://vimeo.com/688426319/2695a8b1fe
Social handles:
Twitter: https://twitter.com/C21createchange
Instagram: https://www.instagram.com/c21creative/
LinkedIn: https://www.linkedin.com/company/2872956
