Secrets of Success’: Jennifer Davidson, founder, Sleek

We sit down with Jennifer Davidson, founder of Sleek, a leading London-based marketing agency with a global client base.

Known for delivering captivating, immersive events that challenge convention and inspire change, Davidson talks about the journey behind Sleek’s launch and discusses the agency’s core mission to create meaningful connections through expertly crafted live experiences. From the motivations that sparked the agency’s creation, to the values ​​that shape its culture and its innovative approach to collaborating with clients, Davidson offers a glimpse into what sets Sleek apart in a competitive industry.

I am the founder of Sleek, a full-service marketing agency based in London that works with clients globally.

We are known for our ability to create authentic moments that engage audiences, challenge conventions and inspire change. We pride ourselves on being strategic partners to our clients, designing experiences that leave lasting impressions, creating real connections, evoking real emotions and delivering impactful events.

What is the main problem you solve for your customers?

We understand the importance of building meaningful relationships, and we believe that well-designed events can effectively fulfill this need. Our approach involves diving deep into a client’s strategy, values, and goals to design moments that truly resonate with audiences and drive tangible results. Through our comprehensive experiential marketing services, we create immersive live experiences that engage audiences, develop compelling brand narratives, and produce engaging content.

What prompted you to start your business – did you want to change the status quo, or was there a gap in the market you could fill?

It’s hard to believe it’s been over a decade since I started working at Sleek. Honestly, I wanted to shake up the status quo and bring a fresh perspective to agency life. Before taking the leap into agency ownership, I spent years as a freelancer, working with various brands and agencies. During that time, I encountered a major gap in the industry: a lack of transparency and real communication. Clients and agencies often spoke in coding, and the well-being and growth of employees seemed to come second to getting the job done.

What are your brand values?

Respect – This is the foundation of every department. We respect our clients’ businesses, including brand values, work methods, processes and budgets, and most importantly, ourselves and our colleagues.

Versatile – It is important to us that we tailor our services to your requirements and budget while ensuring high standards, regardless of the size of the event. Our clients always appreciate our flexibility.

Big Hearted – We pride ourselves on being friendly, easygoing and reliable with everyone from customers to partners and suppliers.

We have the resources – we love a challenge and won’t rest until we find what you’re looking for. We’re always open to thinking differently; from spaces and budgets to goals and timings. Nothing is too difficult. No idea is too big and no request is too outlandish. If there’s a way, we’ll find it.

Do your values ​​drive your decision making?

Certainly, our values ​​are at the heart of our decision-making process. We prioritize working with clients who share our values ​​because they play a critical role in maintaining the well-being of our team and fostering a positive company culture. We seek to partner with clients who understand the true role of the agency and are interested in growing together, rather than just engaging in one-off projects.

Is team culture an integral part of your business?

Building a culture of inclusion, transparency, and gender equality has always been a top priority for me. It’s not just about the bottom line; it’s about empowering the team. I’ve created a sense of ownership. By focusing on work-life balance, equal pay, and women’s health initiatives, we’ve fostered an environment where everyone feels valued and empowered. Our latest employee engagement score of 86% speaks for itself.

What do you do to go the extra mile to show your appreciation to your team?

Doing the bare minimum to be an equal opportunity employer was never an option for me, and I wanted to address specific issues I knew employees were facing.

I am very proud that we now have a comprehensive set of policies and initiatives that put the wellbeing of employees at every stage of their lives at the centre. This really helps to foster a culture of inclusion and transparency. Here are some key examples:

Profit Sharing: Sleek ties a portion of profits to employee performance, further incentivizing success and contributing to a shared financial stake.

Work-Life Balance: Generous parental leave policies go beyond legal requirements, recognizing the vital role parents play.

Equal pay: Clear salary ranges ensure equal pay for equal work regardless of gender. Bonuses are awarded based on transparent criteria, promoting accountability and ensuring women are rewarded fairly.

Gender Equality Initiatives:

Women in leadership positions:

Women’s Health and Well-Being: Programs specifically address challenges faced by women, including menopause and other health conditions.

In terms of your messaging, do you think you speak directly to consumers in a clear way?

Yes, we believe that our messages speak directly and clearly to consumers. We recently underwent a “Graceful Evolution” process, which has allowed us to refine our approach to ensure that our communications are straightforward and free of unnecessary jargon. Our goal is for visitors to understand what we offer as soon as they arrive on our website.

What do you think about inflation and interest rates – will you pass that on to your customers or will you let your profit margins take a hit and reward customer loyalty in these tough times?

We always try to remain competitive with our pricing, but we pride ourselves on being fair across the board. Taking this approach may mean having a transparent conversation about how it impacts our pricing. As with all businesses, we need to keep up with the times and do what we can to protect those we pay.

How often do you evaluate the data you collect and address your KPIs and why?

Often. We meet every eight weeks as a board where each department reports on their KPIs. All of this drives our business strategy and goals. But regardless of the meetings, we evaluate these data points daily to ensure clarity across all metrics. I think that’s why we’ve been able to build the success we’ve had so far as we focus so heavily on ensuring clarity around our goals.

Is technology playing a bigger role in the day-to-day running of your business?

Yes, I think this is the way the world is moving, and as a service provider with global clients, technology is a tool we have to leverage. It enables us to find more efficient ways of working, which ultimately benefits our clients. We adapt to our clients’ needs, so we often use different forms of technology to work collaboratively. We have a curious team that is always coming up with new ideas and technologies to keep everyone informed.

What is your position on your competitors?

There’s a great quote by Henry Ford that sums it up: “The competitor you should fear is the one who never bothers you, but keeps improving his business all the time.”

Our goal is to stay focused on ourselves and not get distracted by our competition. We aim to do better this week than we did last week, and to make this month better than last month – for no other reason than to continually raise the bar.

Do you have any advice for anyone starting out in business?

I never expected to succeed, and I was constantly plagued by doubts. However, my inner thoughts of “you can’t” kept me motivated. The truth is that anyone can achieve anything they set their mind to. Nothing defines our abilities other than our belief in ourselves. We should always look to emerge confident and keep in mind that every failure is an opportunity to learn, and the harder we work, the closer we come to proving the doubters wrong.

It can be a stressful and isolating place to work, where you can be the main decision maker at work. What do you do to relax, recharge and sharpen your focus?

To relax, recharge and stay focused, I prioritize a few basic practices. I take Fridays off work to ensure I have time to relax and meditate, as well as spend time with my young son and husband. I also make sure to exercise regularly, which helps me stay active and clear-headed.

Mornings are my personal time for quiet reflection; I wake up early to read, journal and enjoy some mental peace, which sets a positive tone for the day. I enjoy spending time with family and friends, especially when we go away to the coast, as it provides a refreshing break from routine.

Additionally, I invest in continuous learning and improvement by working with a variety of coaches over the years. I listen to podcasts in the car and read books, which helps me unwind away from screens. These practices are essential to maintaining my health and sharpening my focus.

Do you believe in the 12-week method or do you develop much longer planning strategies?

We tend to plan on an annual basis, but we make sure to report on progress on a monthly basis. This approach allows us to remain flexible, enabling us to quickly identify any issues and make necessary adjustments to our strategy. By regularly reviewing our performance, we can improve our approach in real time and stay on track to achieve our goals.

I don’t think there is a right or wrong way to approach strategic planning – ultimately it depends on what works for the business, the industry they are in, and the people doing it.

What is your company’s sustainability strategy?

This year, we partnered with The Bulb to create our sustainability strategy. We’re taking a step-by-step approach, starting with measuring our environmental footprint and then building a plan that focuses on people, planet, and partnerships. I’m committed to equipping our team with the tools and knowledge they need to make a difference.

What are three things you wish would happen in the next 12 months?

Sleek Academy Launched – We want to take our learning and development program to the next level by engaging an external ambassador to craft a more structured training and development that will earn us badges and certificates. The ultimate goal is to make it an academically accredited course.

Fully Implementing Elegant Evolution – We recently announced that we are evolving into a full-service marketing agency, expanding our service offerings and reinforcing our commitment to creating authentic, memorable experiences. This evolution will continue as we implement these new services and offerings to ensure our clients get the best possible event results.

We’ve had great success in the first year of our three-year strategy – our company’s fiscal year starts on August 1st, so we want to make sure we’re hitting that mark and getting into the rhythm of our strategy on a large scale as we just start our new year!