business wasn’t built for wild ones
Which is just as well — because the playbooks we were handed were never designed for founders like us.
We’re living in a state of chronic change. It’s fast, rampant and foundational. Business-as-usual just isn’t a thing.
Audiences are demanding brands EARN their energy and attention. Transactional relationships are out — it’s head and heartspace or nothing.
Founders want more too. Yes, financial success — but also stretch, fulfilment, creative expression, meaning. Because otherwise… what’s it all for?
We’re at an interesting pinch point. Some cling to the familiarity of what used to work, pretending not to hear the warning sounds.
We’re for the other ones — the founders ready to build differently.
The conversations we’re leading on women, ambition and business have been featured in…
THE WILD ONES IS MY LIFESTYLE CHOICE
LESS SOFT-LIFE, MORE THE RIGHT STRETCH to light a fire
I started The Wild Ones in 2020 because every “sensible” path tried to shrink my ambition.
Two decades inside agencies revealed the same pattern: brilliant women building inside systems never designed for them.
So I built the brand first — a worldview, a future-facing position, a disruptive stake in the market.
That single choice opened everything: stretch, reinvention, new business paths, and work that demanded I grow with it.
Brand is the engine. It shapes your business model, your pricing, your opportunities, your next chapter.
The Wild Ones is for founders who want more — ambition, cultural sharpness, commercial intent — and refuse to inherit anyone else’s rules.
And yes, I wanted it to feel like an exclusive cult people quietly want in on.
It does.
We build brands the way global players do
Worldview first. Commercial Opportunity second. Expression third.
Because when you claim a distinctive, future-facing space in the market, you create room — for expansion, reinvention, new ideas, new businesses and the next era of your work.
A brand that can hold your ambition becomes the engine for everything else.
Global brands don’t care if they’re pre-revenue, if they’ve had a bad year, if something hasn’t worked. Their brand claims high-value space regardless.
PROUDLY, NOT AN AGENCY
PROUDLY, NOT AN AGENCY
WE PRIORITISE DEPTH OF PARTNERSHIP OVER SCALE
After 25 years in agencies, you learn the real luxury isn’t headcount — it’s time, focus and space to think.
So we work in deep partnership with a small number of founders each year.
Great strategy needs three things:
Strategic Rigour. Creative Leaps. Space to Think.
The commercial engine, the cultural spark, and the room to build what’s next.
Simple, rare, and increasingly essential.
We’re the catalysts and thinking partners who hold the red thread end to end.
“THIS WORK IS proper brand magic. Emma has WORKED WITH ME TO distil 4 years of complex scientific training and over 15 years of private practice, into models, messaging and IP that feel wildly different and fresh. At this point I’ve handed my brand over to Emma. It’s going to be bloody epic.”
JO SWEENEY. ENTREPRENEUR, SPEAKER, ENERGY MASTER
THREE WAYS TO BUILD INSIDE THE WILD ONES
THE STUDIO
High-touch strategy for founders building category-defining brands and businesses.
THE SOCIETY
A cultural and strategic home for ambitious women who want bigger ideas, better thinking and deeper stretch.
THE SCHOOL
Practical, IP-rich education for founders who want to learn to think — and build — like strategists.
For the ones building differently
If You’re Ready to Break Rank, I’m Ready to Work With You
We work with founders who are done with default thinking — the ones choosing bigger opportunities, sharper ideas and brands that shift their category.
If that’s you, let’s talk.