31st May 2016

Q&A: Breed London founder Olivia Triggs

By Milly Burroughs

From globally distributed publications to more brand-led projects than you can shake a pencil at, Breed London’s portfolio of creatives see their work used throughout the publishing, branding and communications industries with unwavering quality and diversity.

Having harnessed the talents of Andy Gilmore, Anna Bu Kliewer, Daisy de Villeneuve, Danny Sangra, James Joyce, MASA, Natasha Law, Neal Murren, Paula Castro, Steven Wilson, Jessica May Underwood, Kate Moross, Matt Blease, Cat Garcia, Charlotte Heal and, most recently, graphic illustrators Craig & Karl, Breed London founder and director Olivia Triggs focuses on nurturing her curated book of artists and supports their individual creative goals. As the agency nears its 10th anniversary, Olivia gives us her top tips for aspiring creatives, shares her professional highlights and opens up about the challenges of running a creative business.

When, how and why did Breed come into being?

It started in 2007, so it’s our 10th anniversary next year. The time has flown. It all began with an art director who convinced me to take the first steps.

How do you go about choosing artists?

There are a few different factors. One is that I have to be completely behind that person as an individual, their whole approach to their work and their work ethos. Work ethos is so important, as is communication and being on the same page as the artist. I feel like I’m always going on about communication being so crucial, but it is important. It makes it all so much easier if you’re in tune with the people you represent. I like working with a mixture of artists – those who are already established, but also with new talent. It’s also important that they fit in well, creatively, with the talent we represent already.

What’s the one piece of advice you would give to an aspiring artist who wanted to be on your books?

When showing people your work, contact individuals rather than sending out generic emails. Stay true to yourself without trying to conform to how you feel you should be perceived. Always push yourself, but also stay true to who you are and keep working hard.

We’re excited about artists Craig & Karl joining Breed – what do you think makes them a good fit for the agency?

Yes, it’s very exciting. I like the fact they have a very bold, unique, recognisable style. Plus they’re two individuals who work really well together. I also like the fact that one is based in London, who is Australian, and the other is based in New York.

What has been Breed’s proudest moment?

There have been many! It’s hard to pick just one. We did a group Breed exhibition in Sept 2013. It was satisfying to see the work together in this way and to have a private view and press dinner coincide with it. It was great to work with photographer Cat Garcia on her book Our Time. We started working on it in 2012 and then the book came out in February 2014. Seeing it in the final form was hugely satisfying. Also, working with amazing artists and talent. Turning 10 next year will be a big one too.

What are the biggest challenges about running a business single-handedly?

In all honestly, I’m not single-handled in this. There’s Amy Milligan and her support. Leanne and Larissa in Finance. Zetteler and the brilliant PR team [thanks, Olivia!]. There is always a supportive team working hard behind the scenes.

Challenges – I suppose the biggest one is being responsible for individual careers and making that work financially for everyone. Also, achieving the right mix of creative projects that sit alongside commercial work.

Which of your artists has surprised you most?

That’s a difficult question! There are always lots of (pleasant) surprises in my work. One that stands out is how Kate Moross has grown her team at Studio Moross, and what she has achieved in a short space of time. Her energy, professionalism and drive are always so inspiring.

James Joyce has really developed the fine art side of his work. He was involved in Banksy’s Dismaland last year, and in February of this year he exhibited a collection of work at Colette in Paris.

Someone like Danny Sangra is also an incredible talent and can be surprising to the wider audience as he works not only in illustration, but also in film.

And then there’s the way Matt Blease’s creative mind works on a daily basis!

What current or forthcoming artists’ projects are you excited about?

Jessica May Underwood has just spoken at V&A as part of the V&A Connects series, which was a great one to see. Cat Garcia is also working on a new series of work that will be exhibited in 2017, called Quarterly. It’s inspiring working with her on something she is passionate about, and to champion these types of projects.

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Above: Swiss Army Knife by Steven Wilson, Below 1: Anna Bu Kliewer artwork for The Evening Standard magazine as seen a few weeks ago, 2: New from Andy Gilmore 'Will to Form', 3: James Joyce candles available from colette in Paris following his exhibition 100 Likes, 4: Created for Wired magazine, made by Steven Wilson, 5: Natasha Law's illustration for the centenary issue of Vogue magazine, 6: 'Hulk Fists', mixed media, by Danny Sangra