Author: Carrie Bayley

Every group has a starting point. Ours is Stepladder.

For seventeen years, Stepladder has been building brands in one of the most demanding and competitive markets there is: property. That longevity isn’t an accident. It’s the product of consistent thinking, a refusal to cut corners on quality, and a genuine understanding of what it takes to move a business forward through brand. Not just how to make something look good, but how to make it work.

In recent years, Stepladder has also diversified well beyond its real estate roots. It has forged a place for itself as a leading B2B agency, trusted by global names including JP Morgan, Schroders, Morgan Stanley and Citi, alongside UK businesses across architecture, finance and law. That evolution speaks to the strength of the proposition: the same rigour and strategic thinking that built its reputation in property translates directly into some of the most demanding corporate sectors there are.

It’s also the reason The Avenue Group exists. Everything we’ve built since has grown from the foundations Stepladder laid: the rigour, the standards, and the belief that great creative work is a commercial tool rather than a decorative one. When we expanded the group to bring in Studio 185 London for property marketing creative and Long Story Short for digital, we weren’t starting from scratch. We were extending a philosophy that Stepladder had already proven over nearly two decades.

That heritage matters. Seventeen years in any industry teaches you things you can’t shortcut your way to: how to deliver large, complex projects with countless moving parts, how to steer a business through difficult years as well as good ones, and how to hold your standards when the pressure is on to lower them.
For clients, it means the newest project benefits from the oldest lessons. Whether it’s brand strategy and identity through Stepladder, marketing creative through Studio 185, or digital through Long Story Short, the same principles run through all three: do the thinking properly, hold the quality line, and deliver work you can stand behind.

Stepladder remains the longest-standing business in the group, and in many ways its compass. We’re proud of what it has achieved, and prouder still of what it has made possible. The next chapter for The Avenue Group is an exciting one, and it is built on the strongest of foundations.

Nine years in. One to go.

It started with a coffee at Monmouth in Borough Market.

Back in 2016, Ria sat down with us to interview for a PA and Studio Manager role at Stepladder. What followed wasn’t just a job — it turned out to be the beginning of something much longer, and much more significant.

The PA and Studio Manager role is one of those positions that gives you an unusually honest view of how a creative agency actually works. Not the polished front of it — the real machinery. The detail, the rhythm, the ten things that need to happen before a project even gets off the ground. Ria got under the skin of it, learned fast, and quietly made herself indispensable.

A few years in, it was clear she was ready for more. Account Executive came first, then Account Manager, then Senior Account Manager. Each step earned, not given. And now, Ria sits as Account Director — working closely with Ben on strategy, new projects, and pitches. The kind of role that takes years to grow into, and she has grown into it brilliantly.

Nine years at The Avenue Group. Nine years of shaping projects with care and pride, of helping build this company into what it is today. She’s been here through the changes, the moves, the growth — and her fingerprints are on more of it than she’d probably admit.

This summer, Ria hits ten years with us. A decade. And if she’s sure of one thing, it’s that a gift of some kind is surely, absolutely, non-negotiably on the cards.

Watch this space.

Squid Game, karaoke, and a finance director who contains multitudes.

It’s been a big year for The Avenue Group. New projects, new directions — and plenty of new faces around the place.

Which is wonderful, of course. But it does come with one unavoidable side effect: the in-jokes that once had the room in stitches are now landing to a sea of polite, confused smiles from the newer members of the team. Devastating, frankly, for anyone who spent years perfecting the delivery.

So it felt like the right moment to get everyone together, draw a line under 2025, and start building some new material.

The question, as ever with any group of people, was what to actually do. There are two kinds of people in any team — those who want a competitive activity and those who just want a pub. We know where we stand. The answer, as any good strategist will tell you, is both.

We started at the Squid Game Experience in Canary Wharf. Because nothing accelerates team bonding quite like mild panic, a bit of healthy competition, and finding out exactly what your colleagues are made of under pressure. It delivered on all counts.

And then, naturally, karaoke.

A brilliant night, shared with a brilliant team — old faces and new. The in-joke back catalogue may need some updating, but on the basis of last Thursday, we’re already well on our way.

A special mention must go to our Finance Director, Gurprit — who took to the Squid Game with a level of focus and ruthlessness that frankly none of us saw coming. Numbers are clearly not the only thing you’re brilliant at. You wiped the floor with us, and we’re choosing to be proud rather than embarrassed.

Here’s to 2026.

LongStoryShort has a new home online.

We’re pleased to share that LongStoryShort has launched its new website — and it’s a fair reflection of where the agency is today.

Sharper. Cleaner. More considered.

The site brings together the work, the thinking, and the team behind one of the property sector’s most focused social media agencies. Whether you’re a long-standing client or coming across LSS for the first time, it gives you a clear sense of what we do, how we do it, and why it matters.

Social media marketing in the property world has come a long way since the early days of lockdown-era content calendars and boosted posts. The bar is higher. Audiences are more discerning. Budgets need to work harder. LongStoryShort was built to meet exactly that challenge — and the new site reflects the quality and confidence the agency has earned.

Take a look: longstoryshort.london

Whatever your marketing budget, get in touch to find out how LongStoryShort can help.

LongStoryShort was built for a world that had changed overnight.

Born out of lockdown, the agency was created to meet a very specific need: fast, targeted, high-quality social content that could put the right message in front of the right audience… without relying on organic reach to do the heavy lifting. Organic and paid social, done properly.

From the start, LSS was positioned as the bold new arrival in the Avenue Group family. A neon green identity that made no apologies for standing out. It felt right for a young agency finding its feet, making noise, and proving a point.

But agencies evolve. And the best ones know when to grow up.

Over the past few years, LongStoryShort has quietly become one of the most trusted names in property sector social media and now all things digital marketing. Our client relationships have deepened, our output has sharpened, and the team has grown with new talent brought in specifically to raise the bar. The work has got better. The thinking behind it too.

The old identity had served its purpose. It was time for something that better reflected where LSS actually is, not where it started.

The new look is clean, clear, and confident. No noise for the sake of it. Just a brand that means business and knows it.

Get in touch to see how Long Story Short can support your marketing efforts, whatever your budget.

longstoryshort.london

We’ve found our corner of East London.

After years of calling Southwark home, 2022 brought a change of scene. We headed east — far enough east that one or two of our clients complained of a nosebleed on their first visit.

We settled on Worship Street, and East London quickly became ours. The energy, the people, the coffee. It stuck.

So when the opportunity came to move into the Bower Building at Old Street, we paid attention. A step up in every sense — and the kind of move that doesn’t come along twice.

Going from our own dedicated space into a co-working environment wasn’t a decision we took lightly. There were conversations to be had, pros and cons to weigh up. But in practice, the transition has made us a more agile business — and the upsides have been hard to argue with.

The Bower is an inspiring place to work. The daylight alone is worth writing home about. The meeting room facilities are excellent, the end-of-journey facilities are excellent, and we’ve found ourselves surrounded by a community of vibrant, ambitious companies that make the day feel a little more alive.

Co-working it may be — but it already feels like ours. We’ve made our mark on the space, formed new connections, and the barista behind the counter has quietly become an extended member of the team.

Come and find us at Old Street. The coffee’s good, the welcome is warm, and we’d love to show you around.

207 Old Street, Level 2, Beyond the Bower, EC1V 9NR

At The Avenue Group, our office was filled with excitement during the Euro games over the past few months. Despite their ultimate defeat, we celebrated every thrilling moment.

But the excitement didn’t stop there! Inspired by the spirit of competition, last week, Stepladder, Studio 185, LongStoryShort, and Beyond stepped into the arena for our annual sports day—a highlight of our corporate calendar. This day is more than just a chance to compete; it’s a vibrant showcase of team spirit, collaboration, and a healthy dose of friendly rivalry.

From the classic egg and spoon race to the uproarious three-legged races, our colleagues truly brought their A-game. The sack race had everyone in stitches, while the relay race showcased our agility and teamwork. And who could forget the hilarious dodgeball matches? The atmosphere was charged with laughter and cheers, culminating in an intense tug-of-war that had us all on the edge of our seats.

To keep our energy levels high, we enjoyed delicious catering from Friends of Ours, fuelling our team spirit throughout the day.

These moments not only foster a sense of community but also remind us of the importance of teamwork both on and off the field. As we wrapped up the day with smiles and sore muscles, it was refreshing to take a break from our usual hard work and focus on having fun together. We feel rejuvenated and ready to tackle our upcoming projects with renewed energy.

Here’s to many more memorable moments and maintaining a healthy balance between competition and camaraderie. We can’t wait to see what next year’s sports day will bring! Until then, let’s keep the spirit of teamwork and fun alive in our daily work.

At Avenue Group, we believe in making a tangible difference in our community. As part of our Stepchange initiative, which encourages positive transformation and active participation in community causes, we are incredibly proud of Zoe Chilvers. Zoe has taken on the monumental challenge of running the London Marathon in support of ANDYSMANCLUB, a cause that resonates deeply with us all.

ANDYSMANCLUB provides essential mental health support for men, aiming to eliminate stigma and offer a safe space for discussions without judgment.

The London Marathon demands immense physical and mental resilience. Zoe’s journey has been one of rigorous training and steadfast focus, inspiring many within our organization. Her dedication has raised significant funds for ANDYSMANCLUB, helping them extend their reach and impact.

We at Avenue Group are committed to supporting Zoe every step of the way, from sponsoring her marathon entry to organizing events to raise additional funds and awareness. We encourage everyone to join us in supporting Zoe and ANDYSMANCLUB, whether through donations, spreading awareness, or cheering Zoe on during the marathon.

Zoe Chilvers’ participation in the London Marathon for ANDYSMANCLUB exemplifies the positive impact our Stepchange initiative can have. We are incredibly proud of Zoe and her commitment to fostering a healthier, more supportive community for all.

The second instalment in our Stepladder Stories series looks back over the last 15 years with a few of our long-standing clients. We wanted to discuss what they believe to be important when choosing a branding agency. The consensus was clear: infinite ideas, pushing boundaries, and building trust are key factors in delivering great campaigns time and time again.

Equally important is the strength of the client relationship, which plays a crucial role in fostering creativity. Our clients emphasized that a deep, collaborative partnership allows for a profound understanding of their project’s vision and goals. This synergy fuels innovative thinking and ensures that creative ideas are aligned with the brand’s identity and strategic objectives.

When clients feel heard and valued, it cultivates an environment of trust and openness, encouraging the free flow of ideas and the courage to explore bold, unconventional solutions. This mutual respect and collaboration form the bedrock upon which truly exceptional and impactful campaigns are built.