"For a world where no one is normal": How Weirdo champions authenticity in an AI-driven industry

"Advertising is dissolving," observes Louis Persent, founder of creative agency Weirdo. "So much of what we're now making doesn't really look like advertising—it's coming from how people consume content and media, where they can or can't see ads, and what brands can actually do."

In an era where AI tools are embedded in every design software and research method, Louis’ agency has positioned itself at the intersection of cultural relevance and human authenticity. While the industry races toward automation, Weirdo is deliberately integrating and championing the messy, complex reality of human experience—and finding that brands are increasingly hungry for this nuanced approach.

"We are conscious users of generative technologies, but with AI comes a massive issue around trust and authenticity," Louis explains. "We're winning a lot of work by helping  brands act in a human way—creating stuff that audiences trust is real, with genuine stories from real people."

Creating cultural equity‍

Weirdo emerged from Louis' frustration with how agencies were approaching diversity-focused campaigns. "I was getting all these briefs from brands trying to connect with underrepresented audiences, but the teams we were resourcing didn't necessarily feel like we'd found an authentic way to speak to modern society," he recalls.

What began as a mission to improve representation has evolved into something more fundamental. "We've expanded from focusing on underrepresented audiences to asking how everyone is different, unique, deserving of their story to be told," says Louis. "It's a much more equal platform."

This evolution has positioned Weirdo not as a traditional agency but as a creator of what Louis calls "cultural equity" for brands. "What people want from us isn't just advertising. It could be a campaign, but equally it could be a collaboration, an event, or a documentary series," he explains.

The approach has attracted what Louis describes as "awkward briefs"—challenges involving new audiences, new markets, or situations where in-house teams need "a shock of thinking." These opportunities allow Weirdo to demonstrate how deeply understanding people can make brands more culturally relevant.

The Index: Moving beyond one-dimensional stereotypes

Central to Weirdo's methodology is what they call "The Index"—a database of community groups organised around the intersection of identity, passions, and interests. This resource allows the agency to quickly tap into diverse perspectives without reducing individuals to stereotypes.

"We never want to label an individual as just one thing—that's where bad insight and bad creativity comes from," Louis emphasises. "With our Index, we can assign a label to a group, but we're not labelling an individual person."

This approach has led to groundbreaking work, including possibly the first British Sign Language version of a football kit launch for Arsenal FC. Their work with Arsenal exemplifies their expertise in fandoms and communities—driving record traffic on launch day while celebrating creative talent around the club.

"We're interested in culture and subculture, in the things that make people interesting, and respectfully resolving that  alongside commercial goals," Louis notes. 

Truth as a core value in an era of synthetic media

In an industry racing to adopt generative AI, Weirdo has taken a more measured approach, emphasising truth as a core value. "Everything we do values truth, whether in our interactions with people, how we find insights, or what we want the work to feel like for audiences," Louis says.

This commitment extends to how they staff projects. Rather than relying solely on in-house talent, Weirdo often collaborates with creators who have lived experience relevant to the brief—protecting authenticity throughout the creative process.

"Our network isn't just about insight or testing. It's also a way to find people we can directly involve in collaboration," Louis explains. This approach has required developing proprietary tools, including an "inclusion framework" covering various aspects of diversity and inclusion in advertising, from representation to accessibility in design.

The irony isn't lost on Louis that as AI becomes more prevalent, the value of human authenticity increases. "We've actually seen increasing relevance as AI becomes more of a conversation, even though many of our techniques and approaches are quite analogue and manual."

A young team reshaping the agency model

With just 14 people—many in their first industry roles—Weirdo operates with a flat structure that eliminates traditional account management layers. 

"We hire based on whether you're interested in people, because that's what drives us," he says. The agency prioritises candidates who have diverse interests outside work, bringing different connections to communities and cultures.

This approach has resonated with clients, who consistently praise Weirdo's strategic skill. "Strategy is something which, until you see it, clients aren't always sure of its value. And there's a lot of bad strategy around," Louis notes. "We know we're getting recommendations for our ability to deliver useful strategies that quickly create brilliant creative work."

Finding balance between boldness and rigour

Despite the provocative name, Weirdo balances creative boldness with methodical execution. "Because the name is a little crazy and there's a rogueness there, we have to back that up with loads of rigour," Louis explains.

This tension between creativity and structure defines their client relationships. "We like to show who we are at the start, and that means both having brave early thoughts, but equally having a really robust way of working."

The team comes together every Wednesday for "Weird Wednesdays"—a ritual involving team lunch, updates, and showcasing work. For bigger celebrations, they prefer fewer but more impactful surprises, like an impromptu trip to Paris for the agency's birthday or transforming their office into a club for their Christmas party.

"People work super hard, so it's less about doing something every week and more about how we can surprise our team when those moments really matter," Louis says.

Less ads, more global impact

As Weirdo looks to the future, Louis is excited about expanding beyond traditional advertising and growing internationally. Having already diversified beyond their initial focus on sports marketing, the agency is now working across sectors from science and technology to entertainment and lifestyle brands.

Their current project with Arsenal Women's football team exemplifies this evolution—a series of "experiments" testing what women's football can teach the rest of the sport. "We're having a say on what a match day looks like, who's represented in football marketing, and what those campaigns look like," Louis explains.

"We've only recently been able to actually deliver on our initial promise," Louis reflects. "With all these things, you can sense change and sometimes you have to be patient about the timing. Now it feels like a really good time for everything that we're about."

The human imperative in an AI world

In an industry being reconfigured by AI and shifting power dynamics between brands, creators, and audiences, Weirdo has found its purpose in defending human authenticity. As Louis puts it: "We're defending the role of the human being and the real person, whether that's in the way work gets made, the ads that we see, or the way brands interact with their audiences."

The agency's founding ethos—"for a world where no one is normal"—feels increasingly relevant in today's fragmented cultural landscape. "Everyone gets really motivated by how progressive brands can create this type of world, where you really do see that no one is normal and you celebrate that," Louis says. "That feels really under threat at the moment, so there's a bit of a fight behind what we do."

For brands navigating this complex landscape, Weirdo offers a compelling proposition: in a world where technology threatens to homogenise creative output, authenticity might be the most valuable currency of all.