Category Archives: Culture

"TLA engages with audiences when they're at the point of consideration, providing a wealth of information and knowledge via their content and websites, to help the consumer navigate the uncertainty and disruption within the car industry."

Tell us a little bit about yourself and your background and how you came to be at Performics.

I’m originally from Sweden, I grew up and went to university there. After working in Sweden for a year post-university, I decided I wanted to live abroad and try something new. I packed a bag and moved to London to try it out, 10 years later, here I am.

I joined Performics in 2016, starting out as an account manager. Now, I lead the affiliate team at Performics and look after activations, such as affiliates, influencers, and lead generation activity. That’s how I came into contact with TLA, I’ve had a relationship with them pretty much from the start.

How did you come to work with TLA?

When I first started, we had just onboarded the FCA Group as a new client. I had recently transitioned to an account director role and was overseeing a smaller team. The FCA Group fell under one of the account managers that was reporting to me, which initiated conversations with our main automotive providers, TLA being one of them.

It also helped that our previous head of team had a great working relationship with Anton, which meant I was quickly introduced to him and involved with TLA. We got along well, and I believed in the product.

What products and projects do you work on with TLA on day-to-day stuff?

Pre-Ukraine war and pre-chip shortage, and all the other fun stuff we’ve been dealing with throughout 2021 – 2022, our focus was very much on test drive activity. Essentially getting leads passed on to dealers to follow up and conduct test drives, with the ultimate aim to sell more vehicles.

Recently, there’s also been a bit of a shift relating to the challenges that the industry is facing, where test drives aren’t necessarily the main KPI that clients are looking to engage in. It’s also unlocked a lot of other challenges, whether that’s budget uncertainty, or even the reduced production of cars, which has naturally taken the industry down a path of more used versus new cars, which again can be quite challenging from a marketing perspective.

The channel is quite misunderstood, affiliate or lead generation, sometimes isn’t as appreciated as it should be, in my opinion. TLA engages with audiences when they’re at the point of consideration, providing a wealth of information and knowledge via their content and websites, to help the consumer navigate the uncertainty and disruption within the car industry. I see this playing out in a way where these types of publishers are playing a bigger role and have increased presence within clients’ media budgets, as impartial advice becomes more crucial to determine what vehicle to purchase.

10 years ago, the decision-making process was a lot simpler, where the main consideration was centred around which car to buy. Whereas in the future, there are more variables to consider – particularly as the industry shifts towards electrification and EVs. For instance, there’s a lot of range anxiety amongst consumers when considering an electric vehicle and independent third parties are better placed to help consumers navigate this, compared to manufacturers.

Is your relationship typical of a client-supplier relationship?

I would like to think that I am quite a personal individual. This is what I enjoy about affiliate marketing, it’s quite a personal media channel, where you’re not just inserting numbers into a Google or Facebook bidding platform with minimal personal input, you’re building a relationship and a partnership. This is how you unlock the biggest benefit for your clients, for yourself, and also, for the partner.

There’s very much a symbiotic relationship that takes place with the relationship at the centre of it, but I would also say that, as you engage in manners more personally, you do end up crossing paths with people that you might connect with more in other areas. That’s where I would categorise Anton and his team. They’re very open in terms of engaging their partners in different ways. I took part in the recent London to Brighton cycle, and a few years back, I took part in a charity game, where we went up to Liverpool to play at Anfield stadium.

So, I wouldn’t say typical, because they do go above and beyond in terms of creating positivity in the industry and give back, whilst creating a forum to bring people together from different walks of life and different areas within the industry to listen, but more importantly, keep strong relationships with whoever they’re working with.

Has there been a big evolution in the way you work over the past couple of years?

The pandemic and challenges experienced throughout the industry since then have changed how we operate. It’s mainly manifested in our attempt to help our clients navigate the uncertainty that we’re all experiencing, whilst realising that no one has all the answers and no crystal ball to see what the future holds. We’ve been able to come together and look at what we can see across our partners, publishers, and clients, to get a broader understanding of the market and determine how to tackle what might lay ahead. I don’t necessarily believe that our role has changed, but conversations have certainly shifted to cover larger, structural issues within the industry, rather than focusing on campaign optimisations and how to best position our clients in front of consumers.

What opportunities or challenges do you see over the next 12 months?

It’s clear that there’s a huge emphasis on EVs and a shift towards green energy. Particularly as legislation is also starting to point the industry in that direction, to the point that that’s now a given, in my opinion. Instead, I believe the challenges for the industry are more centred around tightening the macroeconomic landscape, urbanisation, and declining rates of car ownership overall. Even though consumers will still want to own a car, and will continue to do so to various degrees, dampened wage growth, in real terms, could prohibit the ability of car ownership – particularly for younger demographics. I envision this causing a move towards subscription-based services and OEMs trying to penetrate the sharing economy, causing car-sharing services to eat a larger chunk of the pie, at the expense of individual car ownership.

Urbanisation could also decrease the need for individual car ownership and cause an uplift in micro-transportation services such as e-scooters rental schemes, as consumers need to travel shorter distances and where a car would be more inconvenient than other forms of transportation. I could envision this being another shift taking place in the coming five to ten years, which will challenge the industry but also create some opportunities.

Data security is non-negotiable

Working from home often means making some compromises, but data security is not one of them.

Kathy Fleming, Head of Compliance at TLA, explains how TLA’s ISO:27001-accredited policies and procedures will continue to guarantee data security, regardless of where are colleagues are working from.


TLA is working from home, but it’s very much business as usual

In response to the UK’s Government’s advice, TLA has spent the last week making our entire business remote-ready, undertaking a comprehensive review process to ensure our technology is fit-for-purpose, our systems are prepared and that we have policies and procedures in place to guarantee compliance, security and operational efficiency.

There has been a particularly strong focus on making our contact centre able to operate completely remotely, given its importance to providing qualified consumers for our clients.

The business dress rehearsed a full work-from-home day on Tuesday 17th March, with all digital and contact centre colleagues working remotely, and all standard daily meetings, stand-ups and workshops continuing to take place via messaging and video conferencing tools. We are pleased to report that the results were wildly successful, from both a productivity and efficiency perspective.

This success has led the business to immediately roll out work-from-home instructions for all employees, meaning TLA will be a fully remote operation for the foreseeable future.

Support and colleague wellbeing

We recognise that working from home is new for a lot of our colleagues, and have implemented a number of initiatives to help our colleagues acclimatise and be productive.

We have assigned a dedicated Project Manager – Emily – to the work-from-home initiative to ensure that every base is covered, whether it be professional or personal.

“Working from home can be a brilliant opportunity, but we know it also comes with many challenges and some unknowns,” Emily says. “We wanted to make sure all of our team members feel they have a go-to person to offer support during this tricky time.”

“Alongside a dedicated technical support team, we’ve also helped employees with advice on claiming back travel costs, on creating productive working environments, and effective use of social media.”

“We’re also aware of the mental health impact on individuals as a result of both the current national mood and the very sudden requirement to work from home, so have also arranged for employee use of mental health advisory lines should they feel they need professional support.”

“As the situation unfolds, we will continue to support all team members with whatever challenges come next.”

We’ve also made it abundantly clear that just because colleagues are no longer sharing an office doesn’t mean that we can’t continue to enjoy each other’s company, and the business will continue to run social and cultural initiatives wherever possible, including personal training sessions by video, best WFH selfie competitions and an 80-person Friday conference call to share success stories from around the business.

“Culture is one of the core reasons why our colleagues and clients enjoy working with us”, says Neil Cosgrove, Head of Studio. “We want to preserve and protect it, and we don’t think that working remotely will have a large impact on who we are as a collective.”

TLA 2019 Round-Up: charity challenges, awards and more…

2019 has been a year of challenge and opportunity. We raised over £25,000 from our various charity events throughout the year, won awards, formed new partnerships and held a one-off idea generation workshop for media agencies and publishers.

Here’s a quick look back at the major highlights and our favourite moments from 2019.

The Lead Agency awarded Google Partner status

We are delighted to announce that The Lead Agency has achieved Google Partner status, demonstrating our expertise and knowledge of delivering high-performance Google Ads campaigns.

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Media industry completes London to Brighton cycle for mental health

Back in June, riders from some of the UK’s biggest media agencies and publishers joined forces on Friday for an epic, 63-mile cycling adventure in aid of NABS.

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TLA, Ford and Mindshare win Best Lead Generation Campaign at the PMAs

We are thrilled to announce that our work alongside media partners Mindshare and GTB on behalf of Ford has won Best Lead Generation Campaign at the Performance Marketing Awards 2019.

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Key takeaways from Jonathan Levav’s Liverpool City Region roundtable event

Last month, Liverpool City Region played host to a special guest – Stanford School of Business professor of marketing Jonathan Levav – who shared his insights from the California tech scene.

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Press release: and The Lead Agency form exclusive partnership

Online publisher and customer acquisition specialist The Lead Agency (TLA) have formed an exclusive partnership that will allow automotive brands to reach more in-market car buyers as they research their next vehicle.

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Keep an eye out for what 2020 has in store for TLA on our social channels.

My Design Internship with TLA – Adam Hodkinson

Over the past six months, we were delighted to be joined by Adam Hodkinson on a design internship. Here’s what he had to say about his experience and learnings from TLA.

What made you apply for TLA?

After graduating from The University of Salford I struggled to break into the industry, so I decided to reach out to several businesses about potential internships. This is when I came across the opportunity here at TLA.

I was hoping for an internship which would allow me to develop my skills, knowledge and improve on my portfolio. TLA has turned out to be the best possible place for me to end up – giving me the opportunity to explore a potential career path and get a feel for what the industry is like.

What was the most interesting piece of work you had done?

Now that I’ve come to the end of my internship, I’ve gathered several portfolio pieces where I’ve really outdone myself! If I had to choose one, it would be the future leaders programme. You can find more about my work in my full Portfolio here.

Key things you have learnt in your six months here?

Over the past 6 months, I’ve gathered so much knowledge and improved on my skills around branding and identity, graphics, logo design, print, typography and illustration with additional experience in UI Design.

How have you developed personally during your internship?

My core strengths: work ethic, keen eye for detail, communication, creativity and time management have improved massively. I’ve met some amazing people, I’ve gained amazing experience and I have a top notch portfolio – I hold TLA and the design team responsible for relighting my passion for design.

So what’s next?

I hope to move onto a similar role or maybe experiment with different pathways, however UI Design is my number one priority.

If you’ve got a question for the team or want to know more about an internship here at TLA, why not get in touch?

TLA Book Club: Andreas Antonopolous – Mastering Bitcoin

The latest in our series of summaries from the TLA Book Club is in. Thank you to TLA developer and Dot Net Liverpool founder Joshua Duxbury, who has shared his thoughts on Mastering Bitcoin.

Our growing collection in the TLA Book Club has been introduced as part of our ongoing commitment to support and encourage self-improvement throughout the business. Find out Joshua’s take on ‘Mastering Bitcoin’ below.

1.What have you been reading?

Just finished Mastering Bitcoin by Andreas Antonopoulos

2.What was the book about?

An in depth look at how bitcoin works internally and how everything from encryption to consensus rules work on a decentralized network.

3. What were the key takeaways/learnings?

Understanding what elliptic curve cryptography is. How bitcoin auto manages and configures the difficulty of blocks being mined

And why the blockchain is so secure and the potential risks of attacks on the network.

4. Who would enjoy reading it?

Anyone with an interest in decentralised networks and overcoming issues. IT users who want to start mining bitcoins and want to understand where to begin. Intermediates who want that next level understanding of how the blockchain fundamentally works

And programmers who want to create DAPPS and smart contracts on an immutable network.

What have you read lately? Let us know what has inspired you and we’ll add it to the TLA library.

Media industry cycle from London to Brighton confirmed for 2020

Places are now available for Sea Change 2020, the UK advertising and media industry’s charity cycle from London to Brighton in aid of NABS.

Building on the huge success of the first event earlier this year, which raised more than £25,000 for the charity, we can confirm that the second ride will take place on 12 June 2020.

The event, which is open to teams and individuals working in the media, ad and tech industries, is funded entirely by TLA and event sponsors. As a result, 100% of entry fees and donations raised from participant will go directly to NABS.

Having welcomed more than 100 riders in June, representing the likes of Accenture, Mail Metro Media, PHD and Mediacom, we are anticipating an even bigger response for 2020 and have set an ambitious fundraising target of £30,000. For any company or individual that signs up before the end of November, an ‘early bird’ discount will be applied to their entry fee.

‘Bigger and better’

TLA CEO Anton Hanley said: “This year’s Sea Change for Mental Health brought together the biggest and brightest companies from the media, advertising and tech industries to raise a fantastic amount of money for NABS and helped the charity to continue supporting people dealing with issues relating to mental health and wellbeing. The people who took part loved the experience of riding alongside their colleagues from the same industry along one of the UK’s best cycling routes.

“We’re committed to making Sea Change 2020 even bigger and better than this year, bringing more of the industry together and setting a fundraising target that will make a huge difference for the charity and those it supports,” he added.

Charlie Parkin, fundraising director at NABS, commented on the announcement: “We are delighted that Sea Change 2020 has been announced. The Lead Agency did a brilliant job of uniting the UK media industry behind the important cause of mental health and wellbeing, and we’re excited by their plans for next year’s ride.”

Parkin was among the riders in June. Explaining her reason for taking part, she said: “As well as raising money for our fantastic team, I wanted to challenge myself. It is easy in everyday life to slip into the routine of going to the gym to do the same workouts or road run the same distance. The Sea Change London to Brighton ride offered me a chance to train in a different way, push myself towards a new goal and achieve this with people from my own industry.”

Teams and individuals can enter Sea Change 2020 for £275 per person (or £250 per person with the early bird discount).

To confirm a booking or register interest in the event, please visit the official Sea Change microsite. 

TLA back on the saddle for NABS’ Ride Adland challenge

We’ve signed up to take part in this year’s Ride Adland event, organised by the ad and media industry’s mental wellbeing charity NABS.

Taking place on Thursday 3 October 2019, this is a cycling event with a difference. Rather than riders lining up together to travel from point A to point B, stationary bikes are placed in each participating team’s offices. Up to 20 riders from each company then compete against other media and advertising teams across a virtual landscape.

There are two races for teams to compete in – a 50km Fun race that will take place on the morning of the event; and the more challenging Epic race, which is a 100km afternoon ride for more experienced riders.

Given that our team has ridden from London to Liverpool, Paris and Brighton over the last three years in aid of different charities, we felt it was only fitting that we gave ourselves the epic challenge!

NABS Jersey

Riding for TLA in the hope of landing the coveted NABS jersey will be Neil Cosgrove, Abel Paz, Joshua Duxbury, Tom White, Ed Clark and Anton Hanley.

All six were part of the Sea Change for Mental Health cycle from London to Brighton in June, which we organised with the aim of raising £25,000 for NABS in 2019. Please head here if you’d like to donate.

Ride Adland is being sponsored by Mail Metro Media and has received the backing of Google, AMV BBDO, Sky Media and Mediacom.

For more information about the event or to find out about the important work NABS does for people who work in the media and advertising sector, visit

My Summer internship with TLA – Gabriella Dixon

This summer we were delighted to be joined by Gabriella Dixon on a three-month B2B marketing internship ahead of her final year at university. Here’s what she had to say about her experience and learnings from TLA.

“As a Business Management with Marketing student, I was on a mission to find an opportunity that would help me get my foot in the door to prepare me for when I leave University.

After struggling to find any appropriate advertised positions, I decided to reach out to several companies in hope of securing myself a summer internship. I was hoping for an internship which would allow me to learn and develop my skills and knowledge while being able to explore a potential career path and get a feel for what the industry is like.

In June, I was grateful and thrilled for the opportunity to join The Lead Agency as a B2B Marketing Intern.

The past three months have flown by. I’ve learnt so much and will take away some really valuable life lessons and advice. From the day I started I was made to feel so welcome and instantly felt like part of the team. Everyone is super lovely and supportive.

During my first week here I was taught about the company’s work culture and core values, something they really do live up to. There is a positive atmosphere and everyone’s very open and honest. There is a really strong work ethic here and everyone is really focused, committed and dedicated to their roles. I have found this truly inspiring and a pleasure to be around.

Celebrating women in tech

So, what have I been up to? I have been involved in lots of different projects, tasks and opportunities. One of the biggest has been working on our Celebrating Women in Tech and Marketing campaign – a content series that ran across TLA’s website and content channels.

I undertook research to explore the current state of the industry and the underrepresentation of women in the UK tech industry. We believed the journeys of the women here at TLA were worth sharing with other women who are considering a career in the industry, so create a content plan that would allow us to get their stories out.

As part of the campaign, I organised and ran my first round-table discussion featuring 12 female TLA employees. I prepared the questions and a short series of slides to facilitate the event. That session allowed us to understand the experiences of women in the tech and marketing industry, their route to TLA and the female role models that inspire them.

We created a series of articles over a six-week period and I took ownership of pushing these out on TLA’s social platforms, including LinkedIn, Twitter and Instagram, generating positive engagement. I also managed other social media content during my three-month placement, covering job vacancies, charity press releases (particularly TLA’s work with NABS), employee Q&As, book reviews and highlights from our ‘brown bag’ lunches.

SEO learnings

Away from content, I’ve learnt about other aspects of B2B marketing, including email marketing, PPC and Search Engine Optimisation (SEO). For the latter, I undertook a vast amount of research into the different aspects of SEO and presented my findings back to the team. That’s an area I’m keen to learn more about in the future.

I’m excited to take all that I’ve learnt over the past three months and progress further. It has been a great way to learn and develop as well as gaining commercial experience. I’ve met so many amazing, talented people and have loved my time at TLA.”

Gabriella Dixon

If you’ve got a question for the TLA team or want to know more about what makes us tick, why not get in touch?