Category Archives: Inspiration

Celebrating women in tech and marketing (part two)

Picking up from part one, in which we discussed preconceptions of the tech and marketing industry and the women who provide inspirational, we turn our attention to the roles our group play at TLA and the routes they took to get here.

Our groups’ time at TLA ranges from a few months to nine years, with various entry points and roles spanning marketing, development, quality control, account management and project delivery.

One of the longest-serving at the round-table was marketing executive Rachel Hellon, who joined on an apprenticeship five years ago. “I was kept on after my apprenticeship and now look after our content teams, covering written content as well as video for our automotive brand Car Keys. The marketing team is fast-paced and results-orientated. Everyone has a clear idea of our respective areas of expertise and work well together to achieve success.”

That first break in any industry can be like standing at the foot of an impossible mountain, but it’s something we feel passionately about helping people secure at TLA. As well as apprenticeships, we provide three- and six-month internships, work with local universities to provide placements and offer graduate and junior roles.

Opportunity to explore and use new tech

“I’ve been with TLA for five years,” said Shannon Miller, who joined shortly after Rachel and became the company’s first female developer. “I started as a placement while at university and came back after my final year as a junior. I’ve since moved up to a mid-level developer, working predominantly on our internal systems.”

One of Shannon’s standout achievements to date has been building the company’s call centre system, which plays a critical role in the way we function as a business. “There’s plenty of opportunity to explore and use new tech, which is a great part of working here. Plus, I like to learn from other people within the company and there’s a lot of intelligence in the room! It’s great to learn from their experiences and ways of working, so that I can keep progressing.”

Danielle Smith has enjoyed a similar journey, having joined as a junior and move through to mid-level as a support developer. In her own words, her role is to “take the pressure off the project team. Any bugs or support from the contact centre, any smaller projects that support the way we work, I help to ensure they run smoothly.”

She added: “The devs at TLA are always helpful. If you ever need support, they’ll come over and offer advice to help you in your role.”

From left to right: Shannon, Kathy, Alison, Danielle, Emily, Abi, Laurie, Amy, Rachel, Amara, Miki and Shania. Not pictured: Irina and Zoe from our London office.

Building a career

Away from development, Amy Smith joined the business nine years ago as a customer service operative, or ‘CSO’ as the role is more commonly referred to within the business. “I eventually moved from the CSO role into the QC team before moving into my position as account manager. That opportunity to move across departments has allowed me to build my career within the business, rather than moving elsewhere.”

Amy ensures the campaigns we bring on from clients are set up correctly in the CRM and coordinates with the development team to make sure the necessary tech work is completed.

Alongside tech and the contact centre, the QC department is one of the biggest functions within the business. They work alongside other departments to ensure the data we process and send to clients is of the highest possible quality to maximise conversion rates. Simply put, if the quality isn’t there, it doesn’t get sent.

Alison Eustace has recently been promoted into the role of senior quality and compliance executive after three years with the business along with fellow QC teammate Abigail Hanson, who has been with us for 18 months.

Commenting on her new role, Alison said: “Our focus is on improving quality from the ground up. All sorts of tasks are involved, from analysing calls to find a quality level to identifying potential issues that need to be addressed. We’re also working with the tech team to trial a new system for how we process data, which will have a positive impact on the way the QC team works.”

Abigail added: “We are currently going through all of our training documents to ensure everything is up to date and putting together a new coaching plan for the CSOs to help them, as well as call scoring and processing leads.”

Embracing change and opportunity

Changes like the ones Alison refers to are part-and-parcel of a tech-led organisation like ours. It’s even reflected in one of our core values – to embrace change and opportunity and as quality manager Laurie Bloor attests, “there’s been a lot of change during my five years with the business, particularly with the way different departments have embraced new technologies”.

But while technology impacts every role and department within the business, there is lots of variety with the types of roles available. QCs and CSOs aren’t tech roles but they have a huge part to play in making a tech company successful – and the same can be said for other functions within the business, including finance and sales.

Our account managers Zoe Hamilton and Irina Ashakhanova, who’ve been with the business for one and two years, respectively, are also from a non-tech background. The point being that you don’t have to be a marketer or coder to build a successful career within the marketing or tech industry.

As junior project manager Emily Abbey concludes: “The industry is changing so rapidly that we don’t really know what technology we’ll be living and working with in our day-to-day lives in the future, being a part of a technology-led business is very exciting.”

Look out for more content as part of our Celebrating Women in Tech and Marketing series over the coming weeks by following TLA on LinkedIn.

Celebrating women in tech and marketing (part one)

Women remain underrepresented in the UK tech industry. But what does that mean for those already there or starting their career?

There are small signs of progress with the topic becoming front-and-centre for some of the sectors’ biggest companies and an increasing number of female founders and directors being highlighted across business and social media. But it remains an industry that could do more – and needs to do more – to attract, welcome, retrain and progress female professionals.

At TLA, we proudly have a female-to-male split that is above the industry average. But we recognise there is a long way to go to achieve true balance across the business – particularly at a senior level. One of the ways we want to do this is to celebrate the women who work at TLA via our blog and social media channels.

We believe their journeys are worth sharing, particularly with women who might be considering a role or career in the tech or marketing industry. That’s why we arranged an all-female, all-TLA roundtable this month to better understand their experiences.

Taking part in the discussion were marketers Rachel Hellon and Amara Molloy; developers Danielle Smith and Shannon Miller; Miki Parr from the data insights team; account managers Amy Smith, Irina Ashakanova and Zoe Hamilton; project manager Emily Abbey; and Kathy Fleming, Laurie Bloor, Alison Eustace and Abigail Hanson from the quality and compliance department. Their time with TLA and, indeed within the tech industry, ranges from a few months to more than a decade.

Industry preconceptions

We started by asking what preconceptions they each held prior to joining the industry. The overriding and unsurprising view was that it was “male-dominated,” with Danielle highlighting that she was one of only five women on her university course out of 200 people.

Likewise, Shannon and Rachel highlighted that they were the first and only women in their department for a year before others joined. Rachel said: “In IT at high school, you would be one of only a few girls in the class. But you don’t get a true read on the industry until you join it.”

Emily had a similar view. But reassuringly added that she “hadn’t appreciated how strongly the industry is now advocating the empowerment of women”. Meanwhile, Miki admitted that preconceptions of male dominance led to concerns over whether she could make her mark in the industry but added that “once I decided it was what I wanted to do, I wasn’t going to let that stop me.”

Dominance may have been the word chosen to encapsulate preconceptions, but it may not be the right word. The numbers undoubtedly show men outnumber women, but as Amara pointed out, “the women at TLA more than hold their own” within the workplace and play an crucial role in the success we achieve.

Female role models in tech

It’s often cited that one of the challenges for the industry is the lack of profile for female business leaders, and therefore role models, for young women about to embark on careers in tech and marketing.

Not everyone in our group could name a female business leader, for example, but among those mentioned were Jacqueline De Rocas of Tech UK (Alison), information commissioner Elizabeth Denham (Kathy) and Thrive Global’s Arianna Huffington (Emily).

It was Miki’s response, however, that offered the most comprehensive example, highlighting the inspiration and legacy of Grace Hopper.

“Grace was born in New York in 1906 and from a young age was interested in how things work. She got her PhD from Yale in Mathematics and was one of the first programmers of the Harvard Mark I computer. She popularised the term “debugging” when a moth got stuck in a relay within the computer and she commented on getting the thing out. (Fun fact: You can actually see that moth in a museum in America!)

“She also came up with the computer language COBOL. When she coined the idea, her male counterparts told her it wouldn’t work because “…computers can’t speak English…”. She proved them wrong!

USS Hopper

Miki continued: “During WWII, Grace Hopper tried to join the Navy but was rejected because she was too small. But later joined the Navy Reserves and worked her way through the ranks to Rear Admiral.

“She retired from the Navy when she was 60 but was frequently invited to return. She officially stopped all her Naval responsibilities when she was 79, making her the oldest person to ever be in the Navy. She even has a Naval ship named after her – USS Hopper!

She is a true inspiration and one of the reasons I studied Mathematics at university.”

We’ll bring you more insight and, hopefully, inspiration in the next instalment of our women in tech series over the coming weeks. Follow our LinkedIn page for the latest updates.

TLA Book Club: The Barcelona Way. Unlocking the DNA of a Winning Culture.

What can businesses learn from football clubs? Or, more specifically, from FC Barcelona?

The latest contribution to the TLA Book Club comes from head of culture and brand Keith Price. What can we expect from Damian Hughes’ 2018 book The Barcelona Way: Unlocking the DNA of a Winning Culture?

The Barcelona WayIn less than 100 words, what was the book about?

An in-depth look at Pep Guardiola’s tenure as FC Barcelona’s head coach (2008-2012) and the role that culture in the club’s success. The book identifies the five overarching principles of culture development led by Guardiola and draws parallels with the business world, offering practical steps for establishing a high-performance environment.

What were the key takeaways for you?

The book is packed with great takeaways – concepts that are applicable to organisations in any industry. From putting guiding principles in priority order to offer clarity to those expected to follow them. To identifying “cultural architects” within your company that can help make cultural changes take hold.

Arguably most important takeaway is that football clubs, like brands, need a clear sense of identity (or as Hughes’ describes it, “big picture”) to connect and inspire everyone associated to the organisation. For Barcelona, the big picture is encapsulated by the line ‘More than just a football club’. It implies that to play for Barcelona is to play for all of Catalonia; to play for freedom.

This provided the foundations for everything that followed. From Dutch legend Johan Cruyff’s philosophy for how the game should be played, which shaped how players are coached at every level, to Guardiola’s guiding principles that set the tone for behaviours expected of everyone involved.

This clarity and consistency took the club on a cultural journey that led to the most successful period in its history, winning fourteen of a possible nineteen titles.

Who do you think would enjoy reading it?

The book is an inspiring read for anyone in business who wants to foster a winning culture. Or anyone curious about what contributes to a football club’s success.

TLA Book Club: The Power of Habit. Why we do what we do and how to change. By Charles Duhigg

Welcome back to The Lead Agency’s Book Club – part of our ongoing commitment to support and encourage self-improvement throughout the business.

We have a growing collection of titles on business, leadership, tech, marketing and more that help the team to learn and grow both in and outside of their roles.

So what else is sitting on our book shelf? As part of our regular series of five-minute book summaries, TLA Developer Liam Moorcroft looks at The Power of Habit. Why we do what we do and how to change. By Charles Duhigg.

In less than 100 words, what was the book about?

The book explores what habits are and how they impact your personal life every day, how they make massive companies eye-watering amounts of profit and what impact they have on society as a whole.

Habits make up a large portion of your day and you probably don’t even realise they are happening! They take advantage of your internal reward system which means you probably wouldn’t use the toothpaste you have at home if it didn’t leave that tingly mint taste at the end of brushing despite giving you no real benefit. Huge companies prey on creating new habits and hooking into your internal reward system to make their products intrinsic to all your consumption decisions.

What were the key takeaways for you?

That although bad habits can lead you to always ordering a pizza every Friday night after finishing work, by understanding what they are and how you can take control can they be unravelled and replaced to make you more happier, productive and successful in life.

Who do you think would enjoy reading it?

Anybody who is looking to be more productive in work, nail down going for that run every day which they’ve always wanted to do or figure out what exactly is going on in their head every time they see a tray of donuts pass by the office!

What have you read lately? Let us know what books have inspired you.

Five minutes with… TLA Head of Digital Marketing Paul Court

Next up in our Q&A series we have Paul Court, who leads digital execution strategy for our clients across all verticals.

Paul joined TLA just over 18 months ago from Time Out, where he held the position of senior digital marketing manager. Prior to that he was part of an extensive digital acquisition team at lastminute.com. 

Here, he talks about the role of digital marketing at TLA, the passions that drive him and the future of performance marketing.

What is the role of your department at TLA?

The marketing department is the voice of the customer, so we must work to understand customer pain points and connect the most relevant client with that consumer. We work across all channel activity to drive the most effective and cost-efficient results for our clients.

What have been your biggest projects from the first half of 2019?

In the first half of 2019, the biggest project I’ve been working on is a digital transformation project around our proprietary audience platform. We’re building out a best-in-class platform that can connect audiences with client campaigns to deliver performance. I’ve been setting the 5 year vision for the platform and working on a 12 month execution plan to realise that vision.

What area of your work are you most passionate about and why?

I’m most passionate about team progression and enabling all members of the team to progress in their careers. Digital Marketing is a vast landscape and there’s lots of opportunities to find the role that suits you best so working with the team to help identify and pursue that role means that they’re working in the most effective way, which in turn delivers results for the business and for our clients.

What are your predictions for your profession and/or industry?

Digital marketing is constantly evolving, always at a rapid pace so any prediction is difficult. A few things that stick out are:

  • The continuous move to ‘performance’. Marketeers are becoming savvier about where to put their money. With the rise of big platforms in FB, Google etc. performance accountability and execution has never been easier. Traditional display, through programmatic means has operated in an opaque manner for too long and transparency on what any given activity is delivering will continue to be key.
  • The rise of the big platforms has led to data silos and a war around data ownership. Walled Gardens in Google/FB/Amazon etc. mean that cross channel measurement becomes ever more challenging and there’s even more financial pressure on publishers who don’t always have the scale of a big corporate to compete.

How will they impact the way we do things at TLA?

Platform X will be our attempt to solve this industry’s wide problem, bringing performance and accountability whilst appropriately rewarding publisher contribution. It’s an exciting time for the digital marketing ecosystem as people continue to get more au fait with data and the impact it can have on digital execution effectiveness.

Where do you get your inspiration? Are there any books, blogs or websites you would recommend?

I tend to listen to several podcasts to keep up with the latest goings on in marketing – we tend to listen to Ad Age Ad Lib, AdExchanger Talks, The MadTech Podcast by ExchangeWire on a regular basis as well as consuming the latest content from Medium, the Drum and Digiday.

Finally, what advice would you give to someone just starting out in the digital marketing industry?

I have no regrets about getting involved in digital marketing, I’ve had the opportunity to work with some of the biggest brands and clients across several interesting projects. The piece of advice I’d give to aspiring digital marketeers is to try and get involved in as much as possible. Understanding the whole marketing and data ecosystem gives you a fantastic grounding in wider business performance and will set you up for a fantastic career.

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?

TLA Book Club: How Non-Conformists Change The World by Adam Grant

Welcome back to The Lead Agency’s Book Club! As part of our series of five-minute book reviews, our head of data insights Antony Neill looks at one of the most original books on from the TLA library.

Our growing collection of titles on business, leadership, tech, marketing and more has been introduced to help people learn and grow both in and outside of their roles.

1. What did you read?

Originals: How Non-Conformists Change the World by Adam Grant.

2. In less than 100 words, what was the book about?

The book delves deep into the concept of “original thinking” – what it is, what is isn’t, why some are better at it than others and how we can all start thinking more originally. Every chapter covers a different perspective on original thinking, including when it is best to disagree (and when it is not), why strategic procrastination often creates more and better ideas and how to nurture creativity within children. In all, a fascinating read that genuinely made me think how I should change the way I approached both work and home life.

3. What were the key takeaways for you?

That “being creative” is only half the battle if you want to change things; the other half is actual implementation of those ideas, which is difficult in the face of organisations and people that naturally oppose change. For that reason, innovators should arm themselves with the strategies in the book to effectively make their voices heard.

4. Who in the business do you think would enjoy reading it?

Anybody who has great ideas but isn’t sure how best to present or communicate them.

What have you read lately? Let us know what books have inspired you.

Five minutes with… TLA Lead UX/UI Designer Jonny Kimber

As part of this series of Q&As we have Jonny Kimber, who joined our TLA team in August last year as our Lead UX/UI Designer. Here he gives an insight into his time at The Lead Agency so far…

What is the main function of the UX & Design department at TLA?

There’s a real mix regarding the projects we get to work on as good UX can be applied to anything! My role is looking at the TLA ecosystem and ensuring our digital touch points are working as hard as possible for our users from landing page campaigns to engaging widgets.

What have been your biggest projects from the first half of 2019?

The biggest project of the first half of 2019 has definitely been the revamp of Ask A Price landing pages. We already had a great user flow, but we challenged the entire team with a bunch more requirements to the existing user flow. The results led to a large uplift in conversion, better standards across the board and a near-perfect coded experience to the original designs. It’s definitely set the bar for how we deliver large-scale briefs. Another really great project to note was our first global campaign overseas for Audi Canada, definitely an incredible achievement for us!

What area of your work are you most passionate about and why?

Throughout my career I’ve been lucky to be trained in all areas of design. I started in the branding industry gaining confidence and enhancing how I delivered creative briefs, then moved towards digital work as a UI designer. I then took the jump to UX design to ensure the digital projects I was delivering had the user at the centre of the process. This has taught me that true innovation comes from three things, desirability, feasibility and viability. As long as the user is at the heart of my decisions, I’m on the right track.

What are your predictions for your profession and/or industry?

UX in general has had a really good reception and has really been recognised as a catalyst for business success. I constantly talk about the ROI of UX design and how it benefits businesses across the board from more engaging products for the user but also less resource burden on development teams amongst a multitude of other things. I think we will see the continuation of this success and an increased split of UX facing roles such as UX writers and UX researchers. These roles are fairly standard within the world of design but not realistically adopted by small/medium-sized businesses.

How will they impact the way we do things at TLA?

A lot more work around the entire journey of a customer, enhanced touch points across the board (digital and non-digital) and a greater emphasis on adding colour and context to the data we ascertain.

Where do you get your inspiration? Are there any books, blogs or websites you would recommend?

I’m a member of the IDF (The Interaction Design Foundation) which is a great place to up-skill UX skills, meet up with the fellow UX community and share my opinions on current projects in the digital industry across the world. It truly is an incredible site that can benefit any designer or company in general. I also read design blogs (Invision Blog, design related content on Medium) and I have a Dribbble profile to showcase some of my more visual work. I also mentor a designer in New York called Dongwei, he’s a really great guy so it’s awesome hearing about the projects he has on and talking UX processes with him.

What do you enjoy most about working at TLA?

The projects for sure – they keep me busy, challenge me and allow me to learn with every single project produced. There’s a huge focus on testing and gaining learnings from those tests so a project is never really complete. Second to this, the team I work with are a pretty inspiring bunch! Whether it’s the marketing department or the development teams, I’m constantly learning new ways to execute projects, deliver better briefs and afterwards share a drink with a good group of people. I can honestly say we all reach the finish line at the same time, it’s one of the best teams I’ve ever worked for.

How would you summarise TLA’s culture in three words?

Fast-paced, Talented, Opportunity.

Finally, what advice would you give to someone just starting out in the UX or design industry?

Never stop learning, always be accountable for a project you’re a part of, always strive for innovation and don’t worry about having different ideas to bring to the table.

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?

Five minutes with… TLA PPC Manager Dan Potter

Ever wondered who are the people behind the technology and campaigns TLA produces? In a new series, we’re grabbing five minutes with members of the team to shine more light on who they are and what inspires them.

First up is Dan Potter, who joined the business in 2015 and manages our paid media campaigns. Here’s what we learned in our five-minute catch-up.

Hi Dan. Let’s start with an important one. Which sports teams do you follow?

Unfortunately, I’m a lifelong-suffering Evertonian (thanks Dad). I’ve also got into American football over the last couple of years and follow the New Orleans Saints (the least Everton-esque team I could find).

What TV series or film should we be watching?

I feel like it’d be too obvious to say Game of Thrones here, but… Game of Thrones.

If you had two weeks off, where would you go?

Japan. Absolutely no doubt. I’ve always been fascinated by the unique cocktail of ultra-modern technology, rich culture and traditions, and crazily beautiful natural landscapes. Plus the sushi, obviously.

Want to join Dan in the PPC team? Why not get in touch and apply today! 

Which TED talks (or equivalent) have you seen that you recommend we watch?

I’m going to cheat here because it’s not a TED talk, but I’d highly recommend giving ‘Cambridge Analytica – The Power of Big Data and Psychographics’ from the 2016 Concordia summit a watch. It’s a fascinating yet terrifying insight into how big data was leveraged alongside laser-targeted ad messaging to influence the Trump US election. It’ll make you never want to use the internet again.

Which websites do you visit daily?

I can’t remember the last time I went 24 hours without going on Instagram or YouTube. Workwise, PPC Hero post a lot of useful content and industry news daily. I’m also a big fan of Copyhackers, they teach you how to use the power of words to influence our highly susceptible human brains and drive action.

Which entrepreneurs do you admire and why?

I’m a big fan of Elon Musk. He’s not your typical entrepreneur that spotted a gap in the market or found a way to monetise their passion. He’s someone that’s driven by a genuine desire to change the world. He’s totally self-made, a massive risk taker and relentless in chasing his goals to an obsessive degree. Pretty much the poster boy for innovation and pushing boundaries.

And finally, what aspect of your work are you most passionate about?

I love the opportunity to be creative – and with digital marketing you’re able to actually see the direct tangible results of what you do. It’s super satisfying when some outside of the box thinking comes off.

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?

TLA Book Club: Can’t Hurt Me by David Goggins

Welcome to The Lead Agency’s Book Club, a newly-introduced office library, that is part of our ongoing commitment to support and encourage self-improvement throughout the business.

Our growing collection of titles on business, leadership, tech, marketing and more has been introduced to help people learn and grow both in and outside of their roles.

So, what’s currently sitting on the bookshelf? Find out with our regular 5-minute summaries from the team – starting with our head of studio Neil Cosgrove…

1. Hi Neil. What have you been reading? 

Can’t Hurt Me by David Goggins.

2. What was the book about?

Goggins should have been a statistic, the odds stacked against him to amount to anything in his life. Come from a rough childhood, to growing to 300 pounds in the Air Force, then loosing 110 pounds in 3 months to become a decorated Navy Seal, ultra-distance endurance athlete and world 24h pull up bar record holder (4,030).

3. What were the key takeaways for you?

  • Master your mind.
  • Most people only use 40% of their capability!
  • Take control of your life – you are the only one who can affect your future.

4. Who do you think would enjoy reading it?

Anybody who enjoys inspiring, motivational stories.

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

Kickstarter restaurant Wreckfish receives our backing

The Kickstarter fund for Wreckfish, a proposed new restaurant in the heart of Liverpool, has received a “significant pledge” from The Lead Agency.

Wreckfish is the brainchild of chef and entrepreneur Gary Usher who is attempting to raise £200,000 through Kickstarter, to help fund what will be his fourth restaurant after Chester-based Sticky Walnut, Burnt Truffle in Heswall and Hispi in Manchester.

Gary’s story of rapid growth was one that resonated with us, so we wanted to show our support and help him bring his new venture to life. In exchange, Wreckfish will play host to The Lead Agency’s Christmas party in December.

Challenging the way things are done

Gary’s story is great for the city and the north west as a whole. As well as being a renowned chef, he is an entrepreneur that is challenging the way things are done. His crowdsourcing approach to the funding and naming his restaurants is not only fuelling fast growth, but ensuring each one is embraced within the local community.”

The Wreckfish Kickstarter page has raised over £110,000 in 16 days with £90,000 remaining.

Gary said: “It’s absolutely amazing that Anton and the team has put such faith in us. They believe in passionate people building businesses, which is exactly what we are doing. We’re completely humbled by their support and positivity towards the project and we cannot wait to host their Christmas party once we get Wreckfish up and running”.

To pledge your support and help Wreckfish become Liverpool’s best new restaurant, visit goo.gl/6haL5J.