Wander founders Chloë Clover and Lou Tonner set off with a one-way ticket to the other side of the world in 2017 seeking new experiences in Australia and Asia. During their travels, they saw a gap in the market: businesses in the hospitality and tourism sectors were struggling to create engaging social media content. Recognising an opportunity, they started creating videos that resonated with audiences, using storytelling and creativity to connect on a deeper level.
But as their venture gained traction, they realised that they had a good thing going, and that they could return home and establish something bigger. Thus, Wander was born, with a clear vision from day one: to create videos that had a ‘vibe’ and that left a lasting impact. Storytelling and creativity were at the core of everything they did, and video would become their chosen medium to connect with people in meaningful ways.
Over the past six years, Wander has evolved from a small startup into a scaling full-service digital agency. Today, they specialise in bringing brand personalities to life across the digital landscape. Their production arm has expanded, creating documentaries and content for major clients including the BBC. But Clover and Lou wanted Wander to be more than just a business; they wanted to fully integrate with the wider creative scene; dedicating themselves to nurturing fresh talent and supporting innovative businesses. Their bold, personality-driven approach is seeking to pioneer how brands market themselves online in 2024.
As Wander grew, so did their reputation. They’ve expanded their services, built a diverse client base, and received numerous accolades, including being named in Forbes 30 Under 30 and Pact Future 30. Their team has grown, and they’ve worked with major clients like KPMG, Greggs, Riot Games, McDonald’s, and Portwest. Clover and Lou highlight projects like the recent recruitment & culture campaign for KPMG and the “MADE” documentary series for Pact as evidence of their innovative approach and have made a significant impact.
Overcoming Challenges
The road to success wasn’t without its challenges. Being a young, queer female in a male-dominated industry meant the founders had to work harder to prove themselves. Dropping out of school at 15 left Clover feeling lost but also instilled a determination to achieve something big. Starting Wander Films was a leap of faith, beginning with just a broken GoPro and a big dream. The early days were tough, filled with hard work, creativity, and persistence. They had to learn the business side on the fly and hustle to secure their first big clients. It was a grind, but they note that every second was worth it.
Breaking into the TV industry without a traditional background was another significant challenge. It took two years of industry training and networking, often travelling to London and Glasgow since their hometown of Teesside lacked a thriving TV industry. But despite the obstacles, in January 2024, they won two commissions with the BBC and received paid development from Channel 4, proving that they could succeed in this space. Wander is determined to shake things up and make a lasting impact in the industry.
The key to overcoming these challenges has been the incredible team and strong culture built at Wander. Clover and Lou stress that everyone supports each other and remains true to the company’s vision. They’ve also focused on bringing industry experts into the team while supporting young local talent, offering them development plans and top-tier training to ensure immediate access to the stars of the future.
Looking Forward
Wander has ambitious plans for growth. Clover and Lou share a global vision; they aim to become a leading content marketing agency on the world stage. Over the next 18 months, they plan to expand their team from 20 to 30 and double their turnover. It’s a big goal, but they’re confident they can achieve it.
Key drivers for this growth include expanding their services and splitting the agency into two distinct brands: Wander, the full-service digital agency, and Wander Films, the production company. This separation will allow them to focus on their strengths in each area and bring in the right talent to excel. Innovation is also a significant factor. They’re diving deeper into VFX and GFX services for TV and film, with the goal of bringing big-budget TV productions to the North East and fulfilling their wish to create opportunities in the Tees Valley.
Navigating Economic Challenges
Like every scaling business, Wander is navigating several major economic challenges. Inflation has impacted everything from the cost of equipment to wages, while sky-high energy prices and supply chain disruptions have posed additional difficulties. Industry cutbacks have also been a struggle, but Wander has adapted, staying flexible and resilient to keep everything on track. Their ability to dig in and work hard has been key to their continued growth and success, and they’re proud to be winning exciting projects despite the challenges.
Support and Future Collaborations
Wander has received incredible support from industry communities since its inception. Awards, recognition, and training opportunities have been invaluable. They’ve accessed small grants, government funding, business rate relief, and support from organisations like Pact, BBC, North East Screen, and Teesside University. As they embark on the next phase of their scale-up journey, Clover and Lou are currently exploring funding options to support their ambitious growth plans. It’s an exciting time for the company, with investment, expansion, and collaboration on the horizon.
Wander’s journey from the other side of the world to becoming a leading UK digital agency is an inspirational one; showcasing the importance of resilience and maintaining a strong company culture. They’re not just in the business of creating content; they’re making a real difference in the industry and their community, and the future looks exciting.
Read more about Wander via their website and read more of our scaleup stories here.
Chloë Clover and Lou Tonner, Founders, Wander
