wae logo

We create

by Design™

TfL – The most complex transport
network in the world

The Drum Brief Encounters

Starting From Within: How to Create a Winning New Business Pitch

By Chris Averill, CEO, WAE

When you’re running an agency in an ultra-competitive environment, what is the key to standing out from the competition and winning new business? Is it about having a better understanding of your clients’ needs than your competitors, or it is about being bold enough to broaden your horizons and pitch for business with clients who are in other sectors, regions or countries. Maybe it’s about not pitching at all, and recognising when you should turn a potential client away to focus your energies elsewhere?

Behavioural science meets product design

Clients work with us to differentiate their customer experience and advance their business - in a world that demands mobility.

In one of the biggest projects we have undertaken to date, TfL set us the challenge of designing a web service for customers of the largest and most complex transport network in the world – an incredibly exciting (if a little terrifying) brief.

Evaluating Cineworld’s digital channels, and redesign a desktop experience that specifically targeted improvements to acquisition, conversion, usability and accessibility. 

Read the full feature


How do you raise awareness of a huge issue that is largely hidden? 

This is at the very heart of Plan UK’s high profile campaign to raise awareness of female genital mutilation and child marriage and end it within a generation. The solution? 

Read the full feature

jack wills
zurich logo
national express logo
barclays image

We are a close knit bunch of Smart Creatives, who care just as much about our clients as we do about their customers.


Chris Averill

A product designer with a passion for creating amazing experiences, Chris founded WAE in 2003, launching the New York office in 2011.


Tim Hurles

Tim heads up the awesome design team at WAE, which is comprised of information architects, visual designers and creative thinkers.


Rachel Armstrong

Rachel leads our research & insight team, with stunning experience having run Samsung's EMEA research department.


Gareth Fryer

As head of consulting Gareth specialises in helping clients navigate complex challenges and giving them confidence in what to do next.

Global Service Design

International reach, local talent, happy clients


5th Floor, Diamond House, 36-38 Hatton Garden, London, EC1N 8EB

T: +44 (0) 20 7 404 9115
E: LDN@hellowae.com

New York

648 Broadway, Suite 901, New York, NY 10012

T: +1 646 438 9929
E: NY@hellowae.com

We are social

Stay in touch with us !

Connect with us on social media to keep up to date with all our latest news, blogs and announcements.

Award winning work