Stephen Henry is group growth director at Audience Collective.
Based in Leeds, Audience Collective is an independent group of specialist agencies including Ponderosa that works with brands including brands Boots, BT, Pizza Express and Warner Bros.
From how he first entered the industry to the biggest challenges about job, Henry shares his career journey and words of advice…
How did you first get into your industry?
I spent a wonderful university sandwich year out at Boots Head Office in Nottingham. I was lucky enough to see both client and agency side whilst working there. Once I had experienced the agency side I didn’t look back. After Uni a bit of good old-fashioned nepotism presented me with an opportunity to join Intermarketing (IMA-Home) as an Account Executive.
What do you love about your job?
I love many things about my current role. The first is the fact that we are building something really exciting – I really love this aspect. I love new things (I have been called the magpie a few times in the past), and driving these opportunities is so exciting. So, this is a perfect marriage. In my role of leading the charge on growth I get to work across all areas of our specialist network. Developing new markets, new services and ultimately new agencies as we constantly evolve our offer to meet the markets needs and grow the group.
I also love helping clients to solve their ever-growing challenges. As a group, we pride ourselves on the fact that our work is driven by insight. Our ideas and solutions are anchored in facts and evidence that we discover in our processes. This means that we deliver effective and inspiring campaigns for all our clients. The scale of the group also means we get to put our money where our mouth is, resulting in the recent launch of a research app, LifeStars, that we have been able to develop and build to solve the need for speedy insight.
Finally, I love the variety that Audience Collective brings. On any given day, I can be working on promoting any of our services; insight, brand, comms, social media, search, media across a myriad of sectors such as education, recruitment, FMCG, financial services to name but a few.
Who -or what – has inspired you in your career?
People. I am continually inspired by the people around me, the talented ones that I get the chance to work with every day. I am lucky to have understood that one of my main measures for success in my role is working with people in a team towards a common goal. It took me many years to work out this was a bigger driver than the actual world of advertising. I get my energy and drive from those around me – and winning together!
What are the biggest challenges about your job?
Time management and prioritisation – realising I can’t do everything I want to each day. Having six specialist agencies to drive opportunities for can sometimes be tricky. Each has different needs in their unique markets and services they offer and so be able to prioritise mine, and my team’s, time is very important. Developing a system that works for all is the key to success, but sometimes with external deadlines and vast pace of change in our world we don’t always spend the time we wish on every aspect of our role. Being able to accept this is tricky, but vital for your mental health.
What skills have been the most crucial in succeeding in your career so far?
The key skills required to do this role well are varied. You need to able to cut through the noise and prioritise
What was your first salary and what could someone getting into the industry expect to earn nowadays?
My first salary as an Account Executive was £7,800 in 1993. Starting salaries for that role nowadays is between £18,000 and £22,000. The agency world notoriously starts lower, but as you progress the rewards increase nicely. But you earn it.
What education or training would be most suitable for someone looking to follow your career path?
I think that one of the key skills in any agency role (be it growth or my past in account handling), is building relationships. Be those internally with your team, with prospects of with your clients.
I am not sure there is an A Level or Degree that specialises in that, so I would aim to get as much experience of life under your belt.
Get part time jobs where you need to deal with people daily.
Try and get experience in the workplace that you have an interest in – it will show an employer you are bothered and wanting to explore your options for a career.
Play sports if you can. Especially team ones. The lessons you learn from this will arm you with skills you can use for life – how to work collaboratively together, how to work to a common goal.
I am not convinced that a degree is necessary. I feel the experience of getting a degree at university is (living away from home, making new friends, cooking for yourself, etc), but you need to seriously consider that against the debt you will take on in achieving this.
What advice would you have for someone looking to follow your career path?
It is wider advice about choosing a career, rather than my role. Make sure you do something you love. Do something you are truly passionate about. Then it isn’t a job. But it might take a couple of attempts to find your true vocation, but it will be worth it.
