36
Luke Behrends
Co-Founder & Chief Creative Officer
Other
Luke consciously walked away from an incredibly “successful” career in the NYC ad scene - at agencies like W+K, Saatchi & Anomaly - to build what he wanted as his own version of success, in a place no one would expect.
He didn’t leave and head to another ad market that had a better quality of life than NYC, as many creatives had. He left to live in a place he wanted to live, that had no right having an ad scene: Portland, Maine. Because he believed that you didn’t need to be in NYC or LA, or even the emerging mid-tier markets like Richmond or Minneapolis, to make great work, live a good life, and do it your own way.
He saw the conventional path, and deliberately chose a different, distinctly weirder, more human, grittier, and ultimately more rewarding one. His approach is built on humility, fierce independence, and a deep commitment to people.
What sets him apart is the quiet confidence of someone who has seen the big-agency world and knows there’s a better way. Luke has made "different" work, building a thriving, award-winning agency far from traditional ad hubs. He went from working on globally respected brands in beer, sports and tech, to industries like aquaculture, higher education, manufacturing, and restoration. He chose culture over a corner office, people over prestige, and independence over investment, making him a true misfit, underdog, and leader in the indie world.
Luke has consistently rejected the conventional wisdom of the ad industry, proving that a more human-centered approach can lead to great success.
He rejected the idea that premier creative work and talent are confined to major ad markets like New York or Los Angeles. By building an award-winning agency waaaaay outside of the major ad hubs, Luke has proven that a strong, supportive culture can attract and retain exceptional top-tier talent anywhere.
He questioned the traditional “grow at all costs” model in favor of a sustainable, creatively-led one. Instead of seeking outside investors and chasing scale, Luke built WFTW from the ground up. He proved that you don’t need a massive capital injection to create a profitable agency that delivers outstanding work and prioritizes creative integrity over the demands of a boardroom.
He didn’t turn to the trough of “good creatives” to join him; he found unexpected ones. One of the most successful creatives at WFTW never worked at an ad agency before. One of the most effective and well-loved account directors came from client-side financial institutions. Building an agency didn’t mean hiring your agency buddies with traditional agency career pedigree, it meant finding those top-tier creatives minds here in Maine, who were hungry to flex in new ways. And Luke took (and takes) it upon himself to teach, train and bring great humans with creative minds along in the journey.
He reimagined conventional agency culture and the role of a leader. While many creative leaders in the industry are focused on self-promotion and building a personal brand, Luke understands that the true strength of an indie agency comes from a united, empowered team, not a single individual. Recognizing that great work comes from happy, supported people, Luke ensures that his team has what they need – whether it’s professional growth opportunities, a collaborative workspace, or even something as simple as always having cookies in the office. CUlture isn’t free trips and perks; it’s caring about feeling valued. He leads by example, from taking out the trash to mentoring his staff, fostering a workplace where creativity flourishes and people feel valued.
Independence has allowed Luke to build an agency that serves its people and clients, not outside investors. By operating without the constraints of a traditional corporate structure, he has proven that a different approach can yield exceptional results and make a difference for the agency, its clients, and the industry.
Agency Impact: Luke has created a culture where work-life balance and personal well-being are prioritized. He embodies the work hard, play hard mentality, and always seeks opportunities to make even the mundane more fun. His selfless leadership and willingness to step back and let others lead has directly impacted the growth of his agency team. Junior and mid-level creatives are given opportunities to drive major campaigns and pro bono projects, a rarity at larger, more hierarchical agencies. This not only grows his team’s skills but also builds a culture of trust and shared success. The agency’s independent mindset allows them to be nimble and responsive, unburdened by the bureaucracy and rigid processes of larger firms. This approach enables them to deliver highly effective, award-winning work. As a result, WFTW regularly wins pitches against shops ten times their size.
Client Impact: Without external pressures, Luke is able to prioritize true partnerships with clients, ensuring the focus is always on client success, not just quarterly earnings. Luke takes the time to be in the room with every client, even those with smaller budgets (e.g. non-profits, small credit unions). At traditional agencies, these clients wouldn’t be allocated the CCO’s time; however, if Luke recognizes that they can benefit from his experience and point of view, he does what’s right, not just what is profitable.
Industry Impact: The success of WFTW is a powerful testament to the value of the independent agency model within the industry. Not only has Luke successfully built an independent agency in a market no one expected, he used his independence to create a powerful proof of concept for a more sustainable and human way to operate in advertising, proving that you don't have to choose between doing great work and having a great life.
Independence is about not conforming, and doing what a holding company tells you to do or not do. Sometimes it’s about making up a fictional storyline or jumping in the booth because a client needs it.
Voiceovers. Luke is the “voice” of numerous clients who both can’t afford proper v/o talent, and who just love him as a human, and subsequently, love his voice for their brand. He figured that because he knew how to direct talent, he could be talent for those who need it.
Enya Tags. There’s a graffiti artist who paints Maine with their name, Enya. Luke created a fictional storyline that Enya - the famous Irish singer - was out of work, moved to Maine to hide, and became a street tagger. Luke shares insane made-up stories about Enya on the agency Insta feed, asking questions about her past, her vision, you name it. It’s become so locally famous that C-suite clients will text him pictures of Enya tags.
Shoot Day Song. Production in Maine was stodgy, and all docu-style. Luke made up a “shoot day” song that a member of the WFTW team and/or a production crew member makes up and sings on set. His belief was that shoots should arguably be fun, so let’s make em that way.
A true human leader. People want to be friends with, and follow into battle.
“I’ve admired Luke’s character and work philosophy ever since I met him. He has successfully paved his own way in the industry, founding an indie agency that both employees and clients love by being a genuine person, and authentically himself. He’s unlike any other creative leader and agency owner that I’ve encountered in my career. Luke is approachable, collaborative, and deeply trusts his team, readily passing the reins to give others the opportunity to shine. While he takes the work seriously, he doesn’t take himself too seriously. He’s always willing to roll up his sleeves and do what needs to be done – no job is too big or too small for him. He truly embodies the indie spirit!” - Brand Strategist, 4 years at WFTW
""Take the best things that you’ve learned from your agency experience and let’s put them into practice. And with all the stuff you hated, let’s get rid of them." Luke said this Day 1 of my employment at WFTW. And now day at 2372, this still rings true. Luke has built the culture here at Words From The Woods to truly be a place where any voice is welcome, he believes fully that ideas can come from anywhere, and encourages everyone to speak up and share what’s on their mind. It's why we're successful and it's why we love coming to work every single day."
- Luke’s Creative Partner
The decision to team up with his wife. There was a gaping hole in strategic rigor among Luke’s freelance clients, so he decided that his wife – a classically trained brand strategist – would be a smart business partner, ultimately benefiting the work that he was aiming to do. That decision ignited the spark that ultimately led to the creation of Words From the Woods.
The decision to hire designer-first. Business consultants were telling him to hire the suit, but instead, Luke felt the need to bring a design lead on board first, to establish their point of view on design, before making any other big decisions for the trajectory of the business. The tripod of a brand strategist, a writer and a designer established an indy agency able to take on bigger projects and propelled immediate growth.
A pandemic moment of truth. When the pandemic hit and shoots were being cancelled right and left across the industry, there was a Zoom call of production folks across New England to talk about strategies. It ended up being a bitch fest. Instead of being scared, Luke came back to the company and told his teams to find every creative solution that they could – from animation to found footage – and told his account teams to put pressure on their clients to not freeze media spending. He knew that he could find a better way. And he did. It’s not face-value fear, it’s solution oriented bootstrapping.
Some examples:
on
