Dream Teams: How Steve and Andy Created a Promised Land

The land of Milk and Honey is traditionally seen as a promise. And Steve Jackson and Andy DiLallo have made it their mission to keep their promises, not only to their clients, but also to each other. 

Together the pair founded an independent creative company under the name The Land of Milk and Honey in the middle of 2020, a time where the entire world was turned upside down and there was no certainty of how the industry was going to react or even change over the course of the next few years. 

Having never actually crossed paths and only admiring each other's work from a distance, the pandemic played matchmaker for the pair. Like many others who unfortunately lost their jobs, Steve and Andy were both affected by staffing cuts. 

“It was the push we probably needed, as we’d both always dreamed of doing our own thing. Like many rollicking adventures, it started with a beer at the local - little did we know that same beer would end up being our founding client several months later! We were both looking to start separate but similar things to what was already out there, but the more we spoke the more we realised that’s not what either of us wanted or what the market needed. If we truly wanted to be a modern creative company, we needed to create something that would cut through the bullshit faster.” they said. 

From one fateful conversation, Steve and Andy decided to create a company that did not provide ideas to clients but rather a ‘destination’ saying, “a place where creativity flows and imaginations soar, where dreamers and doers unite and people and brands can come to prove what’s possible. Where we can all leave the adland of old behind and start afresh”. Or in other words, a promised land. 

When speaking to the two, it was evident that they are grateful for each others ability to change and adapt, making their company “shaped for the times, purpose built to give today’s clients more of what they want and less of what they don’t” and by a direct result of this their motto was born: “Like milk, our thinking is Always Fresh and like honey, our ideas are Always Sticky.” 

Some may argue that their decision to create an independent company in the middle of such a trying time was a terrible risk to take. But Steve and Andy see it differently:

“You learn to thrive in this space because risk is a very real part of who you are and everything you do. Deciding to take the leap, the partner/s and people you choose, the things you say yes or no to, where you put your money, time and effort… everything impacts everything else, including the work. They say you’re only as good as your last idea, but in a young indie you’re only as good as your first ones! Everyone’s waiting to see what you’ll do, including yourselves.” 

The bravery that it takes to start from scratch and create something new is commendable. Steve and Andy touched on how important their first clients were to cementing their image as a creative company and why taking a risk can pay off:

“That’s why founding clients are critical. We actually turned down our very first one for that reason. Was it risky? Of course, what Indie doesn’t need the cash? But we had to believe that braver partners were just around the corner. And, thankfully, they were. We spend our lives telling our clients the worst thing they can do is spend their money on something no one will see or care about, so we encourage them to step outside of their comfort zone too. If you’re both happy to exist there, then magic will happen.” 

The two have built up each other trust over the course of their relationship, they rely on each other to get the job done, creating a working environment where employees and clients are allowed to thrive: 

“We don’t have baggage handlers, who just seem to lose the baggage half the time anyway. We have more personalised and connected relationships that result in a deeper understanding and open, honest discussions… and our natural collaborative style gives them confidence and control every step of the way.” they said. 

When reflecting on their first ever client as a new company, they touched on the challenges in starting with a new team in a world that was entirely new to everyone. The curve balls that the pandemic kept throwing their way caused all original plans to fly out the window. But with their own perseverance, they created the 'Ordinary Be Damned' year-long project for James Squire. And the rest, they say, is history.   

To find someone that understands what you want and how you work is incredibly rare, but once found it can be something extraordinary. Steve and Andy have created a company that thrives off creativity. Priding themselves on their ability to float like a butterfly and sting like a bee from day one, and founding their house style on David Bowie’s immortal words:

“If you feel safe in the area you’re working in, you’re not working in the right area. Always go a little further into the water than you feel you’re capable of being in. Go a little bit out of your depth. And when you don’t feel that your feet are quite touching the bottom, you’re just about in the right place to do something exciting.”

They are truly a match made in heaven. With their unwavering trust in each other and their promised land, they had this to say about the future:

“Who knows what the future will hold, but we’ll keep going a little further into the water each day…”