Emma Grede

Then, you know, it's like, who do you know each other?

And then, you know, you get to the work and then it'll be like, you know, we'll call you, whatever.

And in Sweden, you can walk into a meeting and they'll be like, there is absolutely nothing we can use your agency for.

Blunt as fuck.

what, really?

You know, in America, oh my God, it's amazing.

We've got a job for you.

We're going to let you know, we'll send you the brief.

And it's like, nobody calls.

And the first time I went to America with my first agency, I failed miserably because I didn't understand that.

I didn't understand how much kind of performative stuff was in there.

I took everybody at their East London face value.

And I was like, there's no business here.

So what I think has happened with me is that there becomes that you get a level of discernment, right?

And now I'm in a position where I can sniff through it, I think.

And what is become really interesting is when the tables are turned.

and what i have to give people need and so i'm not trying now to fit into something and to create something that is sellable i'm like this is what i have this is what i'm doing you're either in or you're out and what comes in america is like unbelievable scale you know i talk about this all the time that i work as hard on some of my english kind of accounts and wholesale partners

And they might have like one store in London as I would with, you know, someone who's got 159 stores in America.

There's no difference to the amount of work.

It's just the scalability that changes.