Biarritz reveals 2025 brand anthem: “Average Is Elsewhere.”

What To Know

 • Biarritz Agency has unveiled its 2025 brand statement and cultural catchphrase, “Average Is Elsewhere,” championing businesses that refuse to blend in.

 • “Average Is Elsewhere” is a call to those who carve their own path—entrepreneurs, creatives, and challengers who prefer to play play for a paying crowd instead of paying for attention.

 • The brand film and campaign states that real impact isn’t found in following market leaders or generic strategies—it’s in breaking them.

And the crowd goes….mild?

They tell you to follow the playbook. Stick to best practices. Stay in your lane.

They say small can’t beat big. That industry leaders set the rules. That legacy brands own the space.

They say you need a safer strategy. A little less edge. A little more polish. To follow the rules.

They are wrong.

At Biarritz, we know that great brands aren’t build in boardrooms. The successful brands we all love don’t do average, and they sure as hell don’t wait for permission. They build, they create, and amplify what makes them different—because they know that’s the only way to move their people.

That’s what “Average Is Elsewhere” is about: rejecting sameness, cutting through the noise, and proving that clarity, courage, and conviction always wins

“You can’t blend in and expect to be remembered,” says Jeroen, founder of Biarritz. “As a brand you can’t be everything for everyone. Your brand is for the right crowd. Your crowd. Biarritz is here to help you connect with your specific audience and move the right people.

With a sharp visual narrative and the raw energy of refusing to be one of many, “Average Is Elsewhere” is a challenge for anyone building, rethinking or executing their brand and brand communication strategy.