Changemaker Series: Tom Tapper On Creativity, Purpose & Saying No

Why Saying No Can Be Your Strongest Business Strategy

At our latest Changemaker event, we were joined by Tom Tapper, Co-founder and CEO of creative agency Nice and Serious.

Tom and his team are behind bold, playful, thought-provoking campaigns for brands like Ben & Jerry’s, Tony’s Chocolonely, Penguin, and Fairtrade. But behind the creativity is something deeper: a clear mission and a refusal to compromise on purpose.

From Environmental Science to Creative Agency Founder

Tom’s journey started in environmental science. Frustrated by the lack of compelling communication around climate change, he set out to build an agency that could turn 'serious issues' into ideas that cut through. That’s how Nice and Serious was born. What began as a film production company quickly evolved into animation, design, and digital projects - adapting to a changing market while staying anchored to its mission.

The Power of Saying No

One of Tom’s strongest lessons for founders was the importance of saying no. For Nice and Serious, this means turning down projects that don’t align with their values. It’s not always easy but protecting the integrity of the brand has been crucial to long-term trust and credibility.

The Moral Compass

To put this into practice, Tom’s team uses what they call the Moral Compass: a democratic decision-making tool that lets employees vote on whether to take on a project. This not only ensures alignment with their mission, but also builds ownership and trust within the team. Clients feel it too, knowing that when Nice and Serious takes something on, the whole company is behind it.

Building a Values-Aligned Team

Tom stressed the importance of hiring people who are not only creative, but also passionate about the agency’s mission. Skills can be taught; values and passion can’t. A values-aligned team, he argued, is essential to sustaining energy and creativity when working on heavy or complex topics.

Balancing Serious Issues with Creativity

Dealing with big social and environmental issues can feel overwhelming. For Tom, creativity is the antidote. It allows the team to approach serious subjects with hope, humour, and fresh energy - keeping the work (and the people doing it) inspired and engaged.

Campaigns That Spark Change

One standout story Tom shared was a bold Ben & Jerry’s campaign launched during a turbulent time. Its success came from a mix of bravery, timing, and authenticity - proof that the most impactful campaigns go beyond clever marketing to create genuine change.

Lessons for Founders

So, what can early-stage founders take from Tom’s journey?

A few big lessons stood out:

• Be authentic - don’t just follow trends, say something real.

• Surprise your audience - cut through the noise with the unexpected.

• Experiment constantly - test ideas, learn fast, and adapt.

• Know your values - and let them guide what you say yes (and no) to.

Tom also reflected on his own growth; from feeling like an inexperienced young founder to recognising his expertise and the value of experience built over time.

His advice? Back yourself. Your lived journey is what gives you credibility.

Events like this are why we run the Changemaker Series: to give founders the chance to learn directly from entrepreneurs who are building businesses with impact, creativity and purpose.

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Written by Diana Greenhalgh, Virgin StartUp