10 years of MOREVER: a journey of creativity, charity and change

Founded a decade ago, MOREVER, a creative agency, has been on an extraordinary journey, helping purpose-led brands and charities create compelling narratives that drive meaningful change.

The agency’s co-founders, Dan and Abi Mellor, have built a reputation for delivering impactful stories, particularly in the charity and health sectors. As they celebrate this milestone, they reflect on the challenges they overcame, their biggest achievements and their aspirations for the future.

What led Abi Mellor, Managing Director of  MOREVER, to start the agency?

I spent the first year or so of my career working for charity heavyweights such as The British Heart Foundation. Eventually, I moved into the agency world, in account handling roles, firstly at Worth and then at iCrossing. In these roles, I looked after high profile clients such as GlaxoSmithKline and the Department of Health.

My husband, Dan, meanwhile, was developing a deep well of experience in senior creative roles within production companies and agencies.

We were two sides of the same coin.

We already had one young child, and another on the way, when I reached my career crossroads. We had experienced a difficult road to parenthood and the sacrifice involved in working as a parent is huge. Since returning to work would mean sacrificing so much time with my children, I wanted to do something meaningful, and something where I could have control over the shape of my role. Something I would be proud of and that they would be proud of in the future too. I wanted to help drive change for good and have a positive social impact. Getting my teeth into something that could grow alongside my children just made way more sense than giving that time away to someone else.

Dan and I decided to pool our talents and take the plunge into business together. We co-founded MOREVER in October 2014, just a few months before the birth of our son.

Starting MOREVER: challenges and determination

Looking back at the early days, the founders recall how challenging it was to move from an idea to a profitable business. “The second client was the hardest to land,” they explain. With no portfolio to showcase and only individual work to rely on, they had to knock on doors, relying on goodwill and clients taking a leap of faith.

The first year, in particular, was the toughest, testing whether their dream could become a reality. However, their determination to over-deliver on projects secured testimonials and helped them grow.

Highlights from a decade of storytelling

Over the last 10 years, MOREVER has achieved numerous successes. One of the most notable moments was winning Gold at the Charity Film Awards for their work on “Ken’s Story” with Blind Veterans UK. This project allowed them to develop a niche in working with veterans’ charities, telling sensitive stories that require a great deal of trust and skill. More recently, they won three EVCOM Clarion Awards for their work with the charity Walking with the Wounded, solidifying their reputation for authentic and meaningful storytelling.

A personal influence on professional values

The personal backgrounds of the founders, especially Abi’s family history, have deeply influenced the agency’s mission and values. Abi’s mother, who left Iraq and arrived in the UK in her mid-20s, inspired her to work hard and make a positive impact. This desire to do something their family could be proud of has driven both Dan and Abi, particularly in their focus on health and charity sectors. Their upbringing, with parents in the medical profession, also shaped their passion for health-related work, which has become a cornerstone of MOREVER’s offerings.

Scaling to high-profile clients

From the outset, MOREVER aimed high, boldly approaching large charities such as Diabetes UK and Crohn’s & Colitis UK. They believed in their ability to deliver and make a significant impact from day one. This confidence, combined with a relentless focus on learning and improvement, helped them attract high-profile clients.

Culture of compassion and creativity

MOREVER has always been about more than just business; it’s about fostering a supportive, compassionate and creative environment. Given the sensitive nature of many of the subjects they deal with, such as PTSD, suicide and stroke survival, the team has cultivated a culture of openness and support. This ensures that their mental well-being is protected while delivering top-notch creative work. Dan’s leadership in fostering creativity has also been instrumental in keeping the agency at the cutting edge of the industry. His relentless attention to detail has become something of a trade mark with clients.

Lessons learned and advice for the future

Reflecting on their journey, the founders acknowledge that siloing roles in the early days was a mistake. They’ve learned the importance of understanding all aspects of the business and ensuring that processes, especially in finance, are robust. Their advice to their younger selves? Always remember you can’t ever know it all but you can find and nurture great people.

Crafting campaigns that drive change

One of the most important lessons MOREVER has learned is the value of relationships. Building trust with clients, being honest, and having meaningful conversations are what drive great work. The agency takes pride in its ability to tell stories that have a social impact, especially in the charity sector, which has set a high standard for storytelling across all industries.

Looking ahead: MOREVER’s next chapter

As they look to the future, MOREVER is more than just an agency; it’s becoming a community. They are launching a podcast called ‘Leading Lights’, where women CEOs of charities, such as those from MIND and BEN, will share their stories. Supporting women in business is a key focus, especially given that only 1% of creative agencies are led by women.

Looking forward, MOREVER aims to explore TV advertising and is building out it’s experiential offering into dynamic interactive applications for all sizes of screen, nurture new talent from diverse backgrounds, and work with educational bodies. It’s ultimate goal is to continue to grow its work with ‘changemakers’ the purpose-led organisations that make the world a better place.

In celebrating 10 years, MOREVER shows no signs of slowing down. With a passion for storytelling and a commitment to making a positive impact, the agency is set to continue its legacy of creativity and change for years to come.

www.morever.co.uk