Digital City reported over the summer on the growing number of companies based in the capital that are looking to establish themselves in the North.
Yet it’s not all one-way traffic, as digital and creative agency Zeal will testify.
Founded in Leeds seven years ago, it has just opened a stylish office – complete with beer on tap – on Gray’s Inn Road in London.
And the firm is confident that its “no-nonsense” northern approach will help set it apart from the crowded digital and tech field in the capital.
Zeal managing director Jane Rutter told Digital City: “I never wanted Zeal to be another run-of-the-mill digital agency.
“It turns out that our point of difference over the past seven years has been that we get stuff done.
“In fact, a significant part of our growth has been down to our way of cutting through the nonsense.
“It’s why we’ve got some incredible clients including Primula cheese, Epson and Benefit Cosmetics, and it’s why we’ve pinched a lot of work from large London agencies up to this point.
“It’s these clients, and the possibility of more, that prompted us to start looking for a new London home.
“I wanted to bring our no-nonsense, do what we say we will, northern attitude to London and I wanted us to be closer to the clients that have supported us in our growth.
“We want businesses to see that there are viable alternatives right on their doorstep, and that London is no longer a byword for ‘most creative agencies’ or ‘most original ideas’.”
But Jane is also keen to stress that the dazzling lights of the capital will never tempt Zeal away from Yorkshire’s biggest city.
She said: “Of course our Leeds base will always be home. We recently moved to a larger office space in Marshalls Mill in the creative hub of Holbeck to accommodate our growing team.
“We wouldn’t want to part with the place that has made us who we are today, not to mention our commitment to contributing to the growth of the thriving digital community up north, which we are very proud to be a part of.”
As previously reported by Digital City, the number of London firms considering a move to Leeds has led to the launch of a new initiative that aims to smooth the path here for them.
For further information on the scheme, visit the www.LondontoLeeds.com website.
The Yorkshire Evening Post recently launched its Digital City platform in partnership with Sky Betting & Gaming.
The platform is designed to highlight the giant strides being made by a sector that boasts around 3,000 organisations in Leeds.