More than a name

To celebrate International Women’s Day we have redesigned the TwelfthMan logo and launched TwelfthWoman across our social channels.

Recently I attended an event and was challenged about our company name. “What about the TwelfthWoman?” I was asked. It is a legitimate question, and one we have wrestled with at the agency. For me, I’m proud of what TwelfthMan stands for. Its culture, values and principles. It’s much more than just a name.

I’ve been with TwelfthMan for 15 months now and I’m loving every minute. My colleagues are inclusive, fair, modest and ambitious. We are aware on this International Women’s Day that we have a part to play in making gender-balance happen.

We are living and working in interesting times in terms of diversity and equality, and no more so than in the sport and creative industries. This is a big year for women’s sport, with the FIFA Women’s World Cup in Paris and the Netball World Cup here in the UK. In athletics, Katarina Johnson-Thompson, Laura Muir and Dina Asher-Smith will hope to add to their medal hauls at the IAAF World Championships in Doha.

The profile of women in sport is growing all the time, from commentary and media, to sports business and regulation. We very nearly had a woman leading the Premier League! But there is, of course, still progress to be made.

Sport is what we know and love at TwelfthMan – with a bunch of creativity and hard work thrown in too. Our name derives from a turn of phrase that has been around for years. It is about making the difference, whether it’s the unwavering support loyal fans give their team, or more directly, the hard work of the coach, nutritionist or trainer. It’s the team behind the team.

People involved in sports will be aware of the term and it embodies our spirit, regardless of gender, education, background, religion or nationality. Our agency culture, values and guiding principles transcend a name. It’s about belief in yourself, trust in your team, nerve when it’s needed, attention to detail and a spirit of commitment.

Being called TwelfthMan does not mean we are any less diverse or inclusive or that we don’t recognise that a balanced workplace is a better workplace. This is something we would strive for, whatever our name.

TwelfthMan/TwelfthWoman/TwelfthPerson.