Pictured above: Kerry Beutel, President of Worst Kept Secret
WHITE64 has announced its new rebrand as Worst Kept Secret, an integrated creative agency.
The name comes straight from the problem it solves for clients and the way the agency actually grew, quietly, and by word of mouth. Worst Kept Secret puts that reputation out in the open, staying independent-minded and built to think and move like an agency that answers to its clients first.
“Every CMO knows the sentence they dread hearing. ‘You’re the best-kept secret in your category.’ It sounds like a compliment. But it translates to, ‘You’re good, but nobody knows it. So, we named ourselves after the fix,” said Kerry Beutel, President of the agency. “This rebrand was two years in the making. We made a deliberate push to get stronger, not just bigger. The new brand captures the confidence, curiosity, and creative ambition that define our team today. Breakthrough ideas deserve to be seen, shared, and talked about, and this is a name that signals where we’re going while honoring the foundation that brought us here.”
Founded in 1964, the agency has evolved alongside the marketing industry for more than six decades, changing its name more than once along the way. Behind the scenes, it has been rebuilding to match its ambitions, overhauling operations from organizational structure to the tools and technology powering the work.
It has brought in talent from major agencies, including Arnold, Ogilvy, AKQA, VML, Martin, Crispin, 72andSunny, TBWA\Chiat\Day, Huge, Dentsu, McCann, and TeamOne, and raised its own standard for the work and the point of view behind it.
Mick Sutter, Chief Creative Officer of the rebranded shop, added, "A name like this is a challenge to your own team. Worst Kept Secret is the bar we're setting for the work, not a trophy we've already won. It means everything we make should be worth talking about, and it's on us to get more of it there. That's the standard we're chasing now, and I want to be held to it."
The rebrand follows a period of significant momentum. Over the past year, the firm has welcomed new clients, including Visit Williamsburg, U.S. Travel Association, V2X, and Homes & Villas by Marriott Bonvoy, while continuing to deliver award-winning work for organizations such as PenFed Credit Union, Washington Metropolitan Area Transit Authority, BIO, United Federal Credit Union, Visit Fairfax, and Luray Caverns, among others.
