Nev Ridley is managing director at ilk Agency.
The Leeds-based integrated marketing agency recently celebrated its 25th anniversary, after being founded by Ridley back in 1999 and now employs staff across Leeds, Manchester and London.
From lucky breaks to failures, Ridley shares all his life and career lessons so far…
Which single daily habit or practice could you not do without?
When I’m at home, it’s the morning dog walk. In the office, it’s that first cuppa – with a 1.5hr commute I really need it!
What’s been your luckiest break?
So many to be honest. It seems almost every year there has been a sliding doors moment. But certainly key people joining the business is always the biggest. You look back and think ‘what would we have done had X not joined’ And there are many Xs over 25 years!
What’s your best failure?
Two years after we started we did an awful lot of work for a recruitment advertising agency. They did the media buying and we did the creative / copy. It would have been maybe 90% of our business. Anyway, we lost that and it forced us to look much wider. It was scary at the time but without doubt the best thing that happened to us.
What is the best investment you’ve ever made, either financial or time?
In financial terms it’s probably the boring answer of buying a house. But in business terms, it’s got to be the time, effort (and a modest amount of ££) that it took to get ilk off the ground.
Which podcast or book would you recommend others to read/listen to, and why?
I see so many people recommending business books, business podcasts on LinkedIn and other platforms but for me I really can’t connect with business literature. So, I’d recommend taking some time out and reading the Lincoln Highway by Amor Towles.
What one piece of advice would you give your 21-year-old self?
Don’t worry about taking risks. I started the business when I was 28. I could easily have started it earlier but I was scared. Eventually I realised I had nothing to lose. I had zero responsibilities, so why not take the risk now? If it doesn’t work out, you can still go and find another job.
Who or what has had the single biggest influence on your working life?
Julian Kynaston, now chairman of Propaganda. He was my biggest influence in business. He believed in me and in an ironic sort of way that helped me make the decision to leave Propaganda and start on my own.
Tell us something about you that would surprise people.
It may surprise some but certainly not all. As a business leader or MD, I think you are categorised to be a certain type of person i.e. confident, outgoing, a great networker. I do not consider myself to be any of those things.
If there was one thing you could change about your career, what would it be and why?
I’d like to have worked abroad. I did consider opening an office in both the US and Australia for a while but I never did it. It may well have ended up being a vanity project anyway but just the experience of working in another country is something I think I would have enjoyed.
What does success look like to you?
Running a (relatively) successful business for 25 years, married for 18 and two seemingly well rounded children. Offer that to me 25 years ago and I would have bitten your hand off.
