Dan Pratt is solutions director at Wolfenden, a Leeds-based digital marketing agency.
He joined Wolfenden in 2021, following over a decade of experience at one of the UK’s leading digital agencies.
With an unconventional route into marketing having previously been a DJ, he shares some of the lessons he’s learnt across his life and career so far…
Which single daily habit or practice could you not do without?
Every day I’ll have a time out, if the day isn’t going to plan or if I’m not thinking creatively I’ll step away from my desk and do one of three things, go for a walk or run, play the piano or hang on my hang board (it straightens my back). Either one settles my mind and gets me thinking differently again. So many of our small daily challenges can be solved with a time out.
What’s been your luckiest break?
I’ve had a few lucky breaks but my luckiest without a doubt, is meeting my wife. She brings out the best in me, keeps me balanced and allows me the space to focus on work when necessary. I often talk to colleagues about being happily productive, that it’s important to enjoy work, enjoy the challenges and enjoy aspiring for success. I couldn’t take that approach without the generosity and support I have at home.
What’s your best failure?
‘Best’ is an optimistic word. Failures suck and thinking about some of mine does not inspire me to put one on a pedestal of ‘best’. They’re important and you learn from them but they’re not fun. The most significant lesson I’ve learned from failure is to try not to fail myself. If I’ve made decisions with sound reasoning and with people’s best interests at heart I can accept failure and learn, you can’t please everyone. My advice is to try not to let yourself down or step away from the principles that define you.
What is the best investment you’ve ever made, either financial or time?
When I started out in the industry, I spent an hour before work reading and gathering knowledge and insights. It was at least 5 hours a week of training time I gave myself. I made lists of topics, listened to colleagues and broadened my references. I continue to invest time in gaining knowledge. Our Thursday mornings off at Wolfenden are a prime example of allowing time and space for this.
Which podcast or book would you recommend others to read/listen to, and why?
The How To Academy podcast, I’m relatively new to this podcast but it has introduced me to a broader range of influential, cultural thinkers. It’s a series of interviews that challenge conventions and share new ideas. The latest episode with Cory Doctorow is magic.
Outside of business or strategic recommendations, I’d recommend Anthony Bourdain, Kitchen Confidential or watch Parts Unknown. His world view was anti-marketing, pure human instinct and always a refreshing break from our echo chamber.
What one piece of advice would you give your 21-year-old self?
Enjoy the moments.
I’ve Forest Gump’d my way through life at times, being curious and brave and not questioning whether things are possible but more whether they feel right. I haven’t taken a conventional path and it’s led to unconventional moments. I now have a healthier regard for enjoying and creating unique moments.
Who or what has had the single biggest influence on your working life?
My father has been a constant mentor. Throughout my life he has set values which I hold dear and try to apply to my working life and how I influence others. He has always had a strong work ethic, generosity with his time and a positive and pragmatic outlook on the world when at times he’s had to show real resilience. His career was unconventional, working for the family bookmakers, having to pivot in the early 90s (before pivoting was cool) and then having to restart and work his way up to being a company director for a national business advice firm.
Tell us something about you that would surprise people.
I’ve DJed alongside 2ManyDJs and had my set cut short by Justin Timberlake. Despite my previous DJ life, I much prefer to spend time running in the mountains than anywhere near a nightclub.
If there was one thing you could change about your career, what would it be and why?
I would have developed my career focus on marketing strategy earlier as it’s what I enjoy the most and where I’m most effective. I’ve built the strongest client relationships and trust through strategic application and insight. I’ve been a part of some phenomenal growth across a wide range of sectors and made a meaningful contribution based on my natural ability to look at and orientate to the market.
What does success look like to you?
Success for me is not an end goal. It’s to see positive progress and to constantly aspire to be better. I apply this to our work at Wolfenden, in my immediate community and what I do for my family. I’m an optimist, I live by a simple mantra, make better choices and have fun whilst making them.
