Manchester’s reputation as a centre of tech excellence is due, in no small part, to the impressive number of agencies that are based here.
Many of Manchester’s top digital and tech talent have started their career in an agency.
If you're thinking about doing the same or have always wanted to know what it is like to work in an agency, you’re in luck as our series, Agency Life, will take the time to catch up with people currently working in a Manchester-based agency to find out, what agency life is really like.
This week is the turn of Lucy Moore, Ben Court and Ash Davies of Refresh PR
Could you tell us your job title, and what it is that you do on a day-to-day basis?
Lucy - I’m an Account Director at Refresh PR. My day-to-day workload varies massively but in general I’ll start my day checking through my emails and reading the morning’s news before making sure the team is okay with the work they have on that day. I then could be doing anything from writing a proposal for a potential new client, ensuring we’re performing against strategy for clients, or holding a brainstorm with the entire team to come up with creative ideas for a new campaign. I also spend a lot of time out and about meeting contacts, potential partners, or attending relevant sector events.
Ben - I’m an account executive which mostly involves lots of copywriting and content creation including features, press releases and social media.
A lot of my time is spent speaking with journalists in my clients’ key media sectors to gain a rounded understanding of the kind of content they are looking for.
I also think it’s really important to regularly speak with my clients, so I’m often checking-in with them on the phone or hot-desking from their offices!
Ash - I’m a PR account manager at Refresh PR, specialising in the built environment, meaning most of my clients are in the construction sector. Day-to-day I make sure work is getting pushed through for our clients, ensuring it is all of a high quality and in-line with the strategies we set out with our clients at the beginning of each campaign.
As the main point of contact for our clients, a lot of my time is spent talking to our clients and delivering activity.
I also work with Laura, our MD, and account directors on new business pitches and organic growth for our clients which is one part of the job that I really enjoy!
What are the best parts about working at an agency?
Lucy - The variety of work and the fact that no two days are the same – it’s never boring! I also love the creative freedom that comes with working in an agency and having such a wide range of clients. It’s also great to work in an environment with a bunch of like minded creatives who all have very different skillsets – it means there are lots of opportunities for cross-learning.
Ben - Although it sounds mega cliché, no two days are ever the same. I love how varied and fast-paced agency life is and how it’s constantly changing in line with the news agenda.
It’s also great to be surrounded by like-minded, creative individuals every day who are passionate about what they do; everyone brings something different to the agency, and when we put our heads together we come up with some great ideas!
Ash - I love the creativity involved in working in an agency. At Refresh, we like to present a new idea at every client meeting we have - something that adds a bit of sizzle to their campaigns. To help keep the creative juices flowing, we have dedicated brainstorming time where the whole agency meets to come with new and exciting ideas. Often, it can be someone not working on the account that comes up with the best idea, so we like to include everyone and make sure each person has a chance to explore their creativity.
What parts can be challenging and how do you overcome them?
Lucy - The pace of agencies can be very fast and not suited to everyone. Luckily, I thrive off change and deadlines so it’s an environment that suits me well. Saying that, I do work hard on ensuring my work life balance is right and 95% of the time, avoid checking emails late into the evening or on weekends.
Ben - Since agency life moves at such a fast pace, it can sometimes be hard to keep on top of everything. As such, finding a way to effectively manage your time is crucial. I’ve always been an avid list writer and a combination of the notes app on my phone and old-fashion pen and paper works best for me!
Ash - As an account manager, the hardest thing is being in demand, especially when you have numerous clients all wanting your attention at the same time. Luckily, at Refresh we have the Refresh Academy, a training programme that has been set up by our head of HR, Sarah. The Academy covers everything from pitching to journalists to being commercially aware and stands you in good stead to work in an agency. One of the topics we’ve covered recently was prioritisation and delegation, which has helped me tremendously! The best thing about the academy is that it’s all crafted around topics we would like training on so if anything crops up that I think I could do with some extra support on, the resources are there.
In what ways has working at an agency benefited your career?
Lucy - It has made me much more resilient, open to change and able to work at a fast pace – I really believe that if you can work in an agency you can work anywhere! It has also opened me up to more varied opportunities than I believe I would get in-house and the opportunity to work on a range of clients - from household brands and PLCs to SMEs and start-ups, right on the start of their journey.
Ben - We have clients in a variety of sectors, from technology, to the built environment, to food and drink, meaning I’m exposed to a broad range of topics, further developing and broadening my skillset every day.
We have a dozen or so people working here, which means I have the pleasure of sharing an office with senior communications professionals with years of industry experience under their belts who are always more than happy to lend their time and expertise.
Ash - Working in an agency teaches you how to manage your workload as there is generally a lot of work to do! 
However, this also means that you are exposed to a variety of disciplines and you are given opportunities you might not be exposed to working in-house. You quickly learn to be very organised, which is probably why I’m always in charge of planning events with my friends now.
What advice would you give to someone who is thinking about starting a career at an agency?
Lucy - The main thing would be to have enthusiasm and drive. Yes, it’s important to have the technical skills to work in agency, but skills can easily be taught, attitude can’t. When we’re recruiting we always look for people that are ambitious, hard-working, creative and open to change. Also, be creative with how you approach agencies. We had hundreds of applications for one graduate role towards the end of last year, so with all that competition, it’s really important that you stand out.
Ben - Match the company’s culture and values with those of your own. This is everything. If this isn’t right, chances are you won’t enjoy the work you do.
Surround yourself with people who are more experienced than you and soak up their knowledge like a sponge; never be afraid to ask questions!
Always come to work armed with new ideas and never underestimate the importance of good working relationships - clients buy into you as a person/team just as much as the work you are producing for them.
Fail to prepare, prepare to fail. Whether this means prepping for a meeting, research for a new project, or even planning what you’re going to have for lunch tomorrow, it always pays to be prepared!
Ash - Jump into agency life with both feet! Grab every opportunity that is given to you, ask as many questions as possible and try your absolute hardest. Working in an agency, you will undoubtedly make mistakes, but agency life often means you have the best of the best to learn from so you’re never alone.
If you would like your agency staff to feature in Agency Life, contact thom@manchesterdigital.com
