Why I Turned Down Big-Brand Agency Work (To Support Small Businesses With Their Marketing Instead)
Because sometimes doing the right work means saying no.
After ten months living in Italy post-COVID, we returned to Australia with no jobs, no fixed address, and a toddler in tow. We were dog-sitting, living off savings, and pretty much starting from zero again.
So when a recruiter rang with a “dream job” — big budgets, global clients, flashy campaigns — you’d think I would’ve jumped at it.
Instead, my response:
“I’ll stop you right there. That’s not for me.”
Turning down work seemed like madness but I couldn't bring myself to go to work feeling the "ick" everyday.
Saying no to the shiny stuff
The role? Working with brands like McDonald's and Coca-Cola. Huge accounts. Household names. Oh and you can imagine the budgets they have to work with.
But here's the thing: I can’t bring myself to do work I don’t believe in.
I’ve worked in agencies where the focus was all on the awards, the surface-level stuff. I still remember a brand manager practically bouncing over a jingle for some FMCG product — and I had to stop myself from rolling my eyes. Maybe I was jealous they could be excited by that kind of work. Or maybe I just knew deep down it didn’t matter to me.
I worked on a nonprofit campaign once — pro bono. The creative was slick, award-worthy even. But did it actually raise money or help the cause? Nope.
The ad looked amazing. But it achieved nothing.
That stuck with me. The goal of the creatives wasn't to raise money for the client. It was a showpiece in their portfolio. Award-winning creative that only gets results for the creatives, not the clients.
Doing work that actually matters
Those experiences made one thing crystal clear:
If I don’t believe in the brand, I can’t do good work.
That’s not about being precious — it’s about purpose. When I believe in what a business is offering, when I know the service is genuinely helping people, I show up differently. I’m all in. I care. And the results speak for themselves.
So when I set up my own consultancy, I made a decision:
I would only work with businesses and brands that align with my values.
Now I work with people I like and respect
I choose to work with ethical organisations, purpose-driven founders, and small businesses doing great things. I love working with people who care — about their customers, their impact, their legacy.
Sure, it means turning down big-budget roles sometimes.
But I’ve never regretted it. I get to do work I believe in, with people I back 100%.
And honestly? That’s the real flex of working for yourself.
If you're building something meaningful, I’d love to hear from you.
Are you a founder or business owner doing work that matters?
Looking for marketing support but from someone who actually cares about your brand, your customers, and your purpose?
📩 Let’s connect. Always up for a good chat over a virtual cuppa tea.
