Mantra Magazine Issue #010 Q1 2019

Mantra Marketing Magazine Issue #010

12 new chapters 365 new chances 10

005

017

035

Behind the Scenes of Recruitment

Social Media & Keeping up with Trends

Quick Off The Line

Mantra One

An interview with Chance

the front with James

We speak with Nina and

With advancements in

and Alec Cowie of RedLine

Buckley and Mantra One

Kim about the importance

technology changing the

Promotions

of quality in recruitment

world, we speak with Ellie on her thoughts for the next 12 months

041

We discuss leading from

CATEGORY OUR CONTRIBUTORS

Our contributors Francis Colam Chief Editor

Fran is Chief Operations Officer for Mantra Marketing working with people and companies to help the business become more efficient and profitable.

Alex Rae

Art Director / Designer Alex is the Managing Director of Bristol based film production company Falcon Productions.

Rose Lucas Editor / Author

Rose studied at the University of Bristol where she obtained a BA in English Literature, before moving to London to study at Identity School of Acting and continue her work as a writer/ editor.

Nic Kane Photographer

Nic is a Bristol-based photographer specialising in the commercial, events and fitness sectors.

001

CATEGORY INDEX

In this issue Welcome 003 Behind the Scenes of Recruitment

005

The Autonomy of Entrepreneurship

014

Social Media & Keeping up with Trends

017

Quick off the Line w/ Chance & Alec Cowie

027

New Clients & Successful Campaigns

033

5 Years at RedSeven

035

Matt & Monument Promotions

037

Mantra One & James Buckley

041

Books and Podcasts

045

Photo Album

057

Sri Lanka 2019

063

Ski Trip 2019

064

Car Competition

065

Office List

068

002

CATEGORY EDITOR'S LET TER

Welcome -

To the 10th Edition of Mantra Magazine!

“We hope you have had a fantastic start to 2019, and that you resolutely made it through ‘dry January’ with flying colours…Cheers to the new year! We have a really exciting few months planned and that’s just the beginning.”

First, I would like to extend a warm welcome to all of

really making the most of this training. For example,

our new recruits. We are in a really exciting phase

brothers Alec and Chance Cowie who joined Mantra

of expansion, with plans to grow the company

last year, have already gone on to open up a new

by 50% in the UK over the coming quarter. This

office in Manchester. Congratulations to them on

expansion really does start with recruitment and

RedLine Promotions, and to Charlotte Vass over

whilst we are pleased to have seen new offices

at Monument who has recently hit ownership. We

open and members of the team move up through

held the Owner’s Meeting over at Cowley Manor

the business, this wouldn’t be possible without

where we enjoyed a well-deserved weekend away

the cohorts of fresh talent that are joining us week

- the perfect opportunity to relax, take in the fresh

by week. It is these people that will become the

air and beautiful surroundings and move into a

future of Mantra, so we are beginning to redefine

clearer head space for making new deciions. It’s

our methods of recruitment - focussing more on

all about striking a successful balance between

headhunting - to ensure that we really are taking on

work and play, so the team were treated to a spa

the best of the best. You can read more about this

and a champagne dinner after a full-on day of

process later on in the magazine as we catch up

strategising and working through plans for the

with Kim and Nina who have been tirelessly working

year. At the turn of a New Year, it can feel daunting

to bring fresh talent on board. As the Mantra family

to try and absorb the entire 12 months that lie

grows, we have been focussing on fine-tuning our

ahead, so we encourage you to think in a quarterly

training programmes and our coaching initiatives

fashion and set goals that are achievable so that

to help you grow into the next generation of

you can put your money where your mouth is. Alter

Entrepreneurs. We understand the importance

the temporality of your ambition to ensure that you

of creating a cohesive culture across the board

are able to hit your marks and gain momentum.

and make sure that we are constantly checking in

Break your goals down into days / weeks / months

with our employees as they move up through the

/ quarters and manage your time effectively. Its

business. Practise makes perfect, right? But it is

going to be a big year, but we believe in you and

also important to stay present. By this we mean re-

can’t wait to see what lies ahead!

evaluating our modes of teaching and altering our

2019 Five countries - fifty cities five years

practises in accordance with changes to the wider

Let’s start the year as we mean to go on and

industry. We have been working on the efficiency of

continue our Entrepreneurial journey with a positive

our training initiatives in order to make them as

attitude, a mindset of ‘I can’ and an openness

time-effective and successful as possible. We want

to change, to improve and to adapt. We have a

you to fly high and thus will endeavour to facilitate

whole plethora of trips and rewards for those who

this as much as possible. With the rest of the year

show themselves to be the best of the best and

stretching out ahead, we encourage you to push

can’t wait to hit the slopes with you in Val D'isere

yourselves, to broaden your horizons and start

in March. We also have Boondocks Festival in the

thinking outside of the box a little more. Surprise

summer, followed by Ibiza and last but certainly

us, surprise yourselves…

not least, a trip to Sri Lanka in November! The world is our oyster and we can’t wait to explore it

The Entrepreneur Academy has been producing

with you. Get ready to work hard, celebrate each

some fantastic results as of late. We have hosted

other’s achievements and move forwards as a team

some top-notch guest speakers and continued

- dynamic, passionate and driven.

to run some really inspiring topics over recent months, with those lucky enough to be involved

003

CATEGORY EDITOR'S LET TER

004

CATEGORY TR AVEL / DEVELOPMENT

Behind the Scenes of Recruitment Nina from RedSeven & Kim from Monument

‘If there is a strong sense of natural camaraderie between our employees, this bleeds into the workplace and makes for a dynamic, passionate, supportive environment’.

B

uilding

never

we’ve started head hunting as well. Interestingly, some

here

of our best recruits have been those who were passively

at Mantra. With new offices

looking, sometimes even those who weren’t consciously

opening not only in the UK, but

seeking out work in this industry to begin with’.

been

a

team

more

has

important

also abroad, we are moving through a really exciting phase

Kim: ‘I wish we could have x 10 new staff each week who

of

expansion.

were incredible, that would be the dream, but we’re not

of

recruitment,

The

process

therefore,

is

quite there yet. It’s more important for me to focus on

integral to successfully building the business. It’s about

finding the right fit - even if that means we are recruiting

finding the right people, people who will work hard, move

fewer people - than to take on people who aren’t quite

up through the company and go on to become future

right for the company. It means our levels of retention are

leaders themselves. Whilst sales is undeniably a numbers

higher, the team is happier, and the business will grow a lot

game, when it comes to recruitment, there’s much to be

faster in the long run. We’re lucky in that we have the time,

praised with regards to finding the quality amongst the

now, to invest in headhunting, in finding quality recruits,

quantity. We caught up with Nina from RedSeven and Kim

and spending time talking to each individual’.

from Monument to discuss how the recruitment process is changing to accommodate this.

Whilst, of course, the traditional format of recruitment is still very much in place - and for the most part a successful

005

Nina: ‘What we’ve noticed is that times are changing.

model - the uptake of headhunting almost inverts this

Where once you would put an ad online, in the newspaper

process, as team members such as Nina herself actively

or pinned to job boards for people to respond to, nowadays,

go looking for people that would work well at the company,

because there’s so much competition for quality people,

rather than waiting for them to suggest themselves.

CATEGORY TR AVEL / DEVELOPMENT

006

' A strong sense of camaraderie and a healthy dose of competition are the foundations of a fantastic team '

007

008

CATEGORY TR AVEL / DEVELOPMENT

Amplify 2018

In a way, headhunting is more time and cost-

basic communication skills, this is followed by

effective. Nina knows what she is looking

a face-to-face meeting - here at RedSeven we

for, having been a part of RedSeven for

run this in the style of a group presentation.

some time, and has learned how to spot the

This is due to the fact that, as mentioned

qualities needed in a new starter. RedSeven

above, the recruitment process is evolving

have seven core values that make up

meaning that lots of our recruits weren’t

the backbone of their employees. These

previously looking for work in this sector. The

include,

work

‘open days’ are therefore an opportunity for

ethic, honesty, self-motivation and team-

us to get to know them, but also for them

orientation (amongst others) and it is these

to get to know the business. The final stage

attributes that Nina looks for in potential

is a one-to-one meeting with those people

talent. However, even with this knowledge

that have impressed us on the open day. By

and a sharpened eye for recruiting, the

this point, we hopefully have a pretty good

interview process itself is not without its

idea of whether or not they are right for the

challenges.

business and have what it takes to succeed

positive

mentality,

strong

in this industry.’

Nina: ’The difficulty with the interviewing process in general is that the qualities

One thing that’s for certain in this industry is

that make up a fantastic salesperson are

that it is all about communication, something

often quite hard to measure in an interview.

that Kim - head of recruitment at Monument

Things such as a strong mentality, resilience,

Promotions

honesty. Honesty’s a particularly tricky one!

immediately.

-

ensures

that

she

covers

Ask anyone in an interview whether they’re honest, and they’ll (obviously) say yes!’.

Kim: ‘The first thing I ask people over the phone is ‘Do you like talking to people?’.

In order to combat this, the interview process

Meeting and talking to new people is at the

as a whole is thorough, ensuring that the

heart of what we do, so it’s hugely important

best of the best are sought out amongst the

that our recruits ac-tually enjoy this aspect of

applicants. I asked them to take me through

the work, that they feel comfortable picking

the process from start to finish.

up the phone as well as meeting people faceto-face’. In line with communication skills

Nina: ’So we begin with a quick chat over the

comes likability, another attribute Monument

phone to gauge whether or not they have

promotes as one of their key values. ‘It sounds silly, but you have to get on with your colleagues! If you want to be a part of the team, you need to be willing to operate as part of a team, and getting on well with each other outside of the company only serves to enhance the group dynamic in the workplace.

If we all get along, we support each other, we inspire each other, and the company thrives it’s as simple as that’.

The marketing and sales industry is extremely personable,

therefore

communication

and presentation of self is of paramount importance. If you don’t know how to ‘sell yourself’ and therefore how to sell the business, how are you going to succeed?

This comes down to a plethora of things -

presentation,

language

used,

energy,

business tactics - some of which are innate and can’t be altered, but some of which can be cultivated. Kim explains that something as simple as likability goes a long way.

09

CATEGORY TR AVEL / DEVELOPMENT

You gravitate towards certain people for a reason, and whilst it’s not always entirely beneficial to mix work and play, in some instances it can create a wonderful working dynamic.

Kim: ‘I always say to people, ‘Look, have any of you worked in a place where you resent coming into the office each day because there are people there that you don’t like?’.

When that’s the case, it’s horrible! It makes for a stagnant, tentative workplace, and that’s not what we’re about here at Monument.

Because we’re so strict on recruitment, the whole team get along really well and want to work together’. Furthermore, they are looking for people that take an active interest in what other people are doing. ‘Be interested in those around you, in the wider industry, don’t get stuck thinking about yourself all the time. Remember that you’re part of a team’ A keen interest in those around you as well as in your work helps to generate a healthy sense of competition and ambition, which in turn make up two more attributes for becoming a successful Entrepreneur.

Nina: 'often I find that the people that end up being the best have an incredibly strong sense of competition. I, for one, hate losing.

It’s not an option. That in itself really helps to drive me forwards. I enjoy being good at things, I have a a lot of self-confidence, and I think it is this combination that has built in me a strong sense of self-motivation’.

Kim elaborates upon this, highlighting the importance of having ‘a bit of drive, a bit of gusto, especially when the company is in its infancy. You need every single person to be working as hard as they can to get it off the ground and to establish a sense of who the company is in the industry. This really should be a company-wide ethos; you can’t just rely on the people at the top to do all the work and drag you along with them. In fact, it’s almost more important for the people at the

there has to be diversity but also a common ground and a cohesive quality that brings the personality of the company together as a whole’

‘bottom’ to really drive things. Expansion isn’t just something that occurs from the top’. It’s a

- KIM -

little bit like the sporting industry in terms of their sense of competition and the process of moving up through the ranks. Nina explains that their ‘managing director is really into his rugby, and that sense of competition and play is totally transferrable to how he operates in our industry. Sport is a fantastic analogy for navigating the sales world. You train hard, you set goals and you move climb up the ranks. You should see us when we go go-karting!’.

010

CATEGORY TR AVEL / DEVELOPMENT

A strong sense of camaraderie and a healthy

This is where it gets interesting as we consider

dose of competition are the foundations of a

what we can learn from the recruitment pro-

fantastic team - in any context - and both Kim

cess in terms of planning ahead, staying one

and Nina make good use of the Mantra net-

step ahead of the game and predicting future

work, often looking at PR, (friends of friends)

trends. If we look at patterns of behaviour

to bring on board:

from the last generation and compare it to the Millennial generation, there are some

Nina: ‘If there’s one employee that you love

noticeable changes.

and who does well for the company, then it’s likely that their circle of friends will also be of

Nina: lends a keen eye to this, and has found

that caliber’. You gravitate towards certain

that ‘particularly with regards to mentality,

people for a reason, and whilst it’s not always

there has been a real shift in the Millennial

entirely beneficial to mix work and play, in

generation. Generally speaking (of course),

some instances it can create a wonderful

we have had quite a sheltered upbringing. We

working dynamic.

haven’t had to face much adversity, we have been provided for and supported through

Kim

explains

that

‘it

helps

having

a

our education etc.. What we often find with

connection beforehand. If you think about

new recruits is an attitude of ‘I can’t do it’

your friends, your circle of people, your

after they reach their first hurdle which can

network, they’re there for a reason. You gravi-

be frustrating’. In terms of self-development,

tate towards the right people because they

Mantra are hot on instilling their team with

have a similar outlook, similar fundamental

confidence, pushing them to their maximum

values and similar perspective on the world….

potential and ensuring that people don't just

all of these qualities bleed into the workplace

sit on their laurels. The company is bigger

in a fantastic way’. A sense of loyalty and

and better than that. Nina goes on to explain

connection is already established which

the importance of adapting to meet the next

makes it easier for the ensemble to operate

generation’s needs and pushing them in the

in a cohesive and dynamic manner in the

right direction:

workplace.

‘I’ve been watching The Apprentice recently Whilst this process may seem lengthy, it

and all of the challenges are really just about

is an integral part of building a successful

putting pressure on these people, pushing

company.

them to their potential through placing them under extremely stressful circumstances -

Kim explains that ‘we’re lucky in that we have

that’s when they will show their true colours.

the time, now, to invest in headhunting, in

Until someone is pushed to their limit and

find-ing quality recruits, and spending time

put in a challenging con-text, only then is it

talking to each individual’. For her, ‘the main

possible to gain an insight into the strength

thing is quality. We tend to have a really good

of their mentality and the resilience of their

reputation in terms of the quality of our team

work ethic. Sometimes this means that you

members. I’ve spent enough time working

have to take a risk on someone and it’s not

with people who aren’t up to scratch, and

always that it works out. You might lose some

it’s really demotivating! I’d rather work alone,

of those people that you had high hopes

than work with someone who isn’t hitting the

for and your rate of retention might drop;

mark. which sounds ruthless, but that’s what

however, this is all part of the process of fine-

building a team is about - finding people who

tuning your team

work well together, people who bring the best out in each other.

After all, these people

are the future of the business. New recruits make up the foundations of the company, without which it simply wouldn’t and couldn’t grow. The people at the ‘bottom’ are just as important as those who are running the ship.

They are the future.

011

Sport is a fantastic analogy for navigating the sales world. You train hard, you set goals and you move climb up the ranks.

- NINA -

012

013

CATEGORY TR AVEL / DEVELOPMENT

SPACE TO GROW The Autonomy of Entrepreneurship ‘Through hot-desking, our Leaders are able to recruit to build their own business without having to wait around, so it also opens the recruitment process up to the rest of the team’ - KIM, MONUMENT-

There’s a fine balance between giving

with the guys in order to help facilitate their

someone enough support in order for them

development, something that she picked

to feel comfortable, whilst simultaneously

up from Fran Colam.

offering

them

space

enough

to

grow.

Learning by stepping out of your comfort

Kim

zone is something that we have always

network in place, explaining how 'people

noticed

be

an

effective

about

the

support

of

think that teamwork is just about working well together, but it’s so much more than

in instances when employees feel 100%

that. You know you have a good team

comfortable

itself.

when you feel comfortable in each other’s

Mantra offers a safe space within which

company. You feel supported. You can go

to

the

to anyone and ask for help. It’s okay to

time to recognise what went wrong and

make a mistake - that’s where you learn! It’s

consequently to improve. It’s all about

important to be able to push yourself and

the support network, and that network is

to do so in a safe space, otherwise you’re

second-to-none here.

never going got progress - We’ve got you,

within

risks,

to

the make

mode

passionate

progression; however, this is only possible

take

to

is

company mistakes,

we’ve got your back’.

We recognise the power of a positive mental attitude in all this, without which it

A strong sense of initiative is something

becomes far to easy for the ego to bruise.

that

Nina explains how it’s essential ‘to breed a

RedSeven. Because the team are self-

mindset of I can and I will’ . If you instil that

employed, they have to be self-motivated.

mentality in yourself, then the world is your

Nina

oyster. So much of Entrepreneurial success

probation period for themselves. It ends up

is down to confidence and mindset, whilst

working sort of like natural selection in that

(surprise, surprise…) much of Entrepreneurial

those who challenge themselves and push

‘failure’ starts with a negative mentality. It

themselves will rise to the top and those

seems that there is a fine balance between

who rest on their laurels won’t go anywhere

allowing yourself to be nurtured whilst also

fast, so in that sense they are in charge

engaging a sense of urgency and taking

of their own progression’. Working as a

initiative, a balance that both RedSeven

freelancer is Entrepreneurial in itself, seeing

and Monument seem to have found.

as - to a certain extent - you are your own

is

integral

explains

to

how

the

team

their

over

‘staff

set

at

a

business. It’s important to cultivate a strong Kim’s team base themselves downstairs

vision of the future and start totune into

in reception, meaning that ‘when people

your own self-development as the business

come through the doors first thing in the

grows. Alongside the responsibility of being

morning, we get to engage with them from

self-employed comes a huge amount of

the offset. This helps us to start the day on

freedom.

the same page as each other, which is really

balance between the two.

RedSeven

strike

a

wonderful

important. I also try my best to go to the morning meetings with the guys (at least

Nina:

x 3 times a week) and I go to every single

freelancer, but also knowing that there

crew night possible! It’s on those occasions

are people looking out for you is a really

that I really get to chat to the guys about

reassuring combination’ Nina goes back to

things. I really make an effort to ensure that

her research on the changing demographic

I’m in regular contact with everyone and up

of the industry, explaining how a lot of

to date’. Kim also used to run 1-to-1 sessions

*continued -->

‘having

independence

as

a

014

CATEGORY DEVELOPMENT

Milennials

‘are

going

self-employed

because they want autonomy', they want to be in control, to be their own Boss and

take

charge

of

their

careers.

The

sales structure ticks a lot of these boxes’.

Mantra

offer

fantastic

incentives

for

people to take charge of their own career paths

within

framework,

a

supportive

thereby

business

encouraging

their guys to be better than average.

Kim explains that their ‘WhatsApp group is mental! We have 30 guys all messaging all the

‘Having independence as a freelancer, but also knowing that there are people looking out for you is a really reassuring combination’ - NINA-

time, the support is ridiculous. People actually care. They’re involved, they’re interested, they’re dynamic…and it’s all genuine. We mark our successes with group events and have a crew night every Wednesday. Friday they’re going go-karting, we went to Lazer Quest last week, ran a hot chocolate hot-desking event and had a fantastic Christmas party! Matt also took the guys to Ibiza and we’ve got the ski-trip coming up as well, so we have a really strong social calendar to compliment the business’. Things aren't slowing down, that’s for sure. These guys work hard and play hard.

Nina: ‘Our goal at RedSeven is by May 2020 we want to open offices in another 8 locations. (Monument / RedSeven / RedLine).

In order to do this, we need to have 8 new starters in each location, so 24 every single week. We understand that sales has a high turnover of people, but if we can grow by 24/week, there are going to be some absolute gems within that turnover of new starters that will go on to be future Leaders .Start thinking... this could be you.

015

CATEGORY DEVELOPMENT

‘People think that teamwork is just about working well together, but it’s so much more than that. You know you have a good team when you feel comfortable in each other’s company. You feel supported. You can go to anyone and ask for help. It’s okay to make a mistake - that’s where you learn! It’s important to be able to push yourself and to do so in a safe space, otherwise you’re never going got progress'

- NINA COLLIS-

016

CATEGORY DEVELOPMENT

SOCIAL MEDIA & keeping up with trends ‘I think people are getting to the point where they are actively trying to rebel against their habitual scrolling'.

- ELLIE FORD-

TRENDS 2019

W

017

ith

advance-

ments in tech-

trends and how she stays one step ahead of the game.

nology literally changing the

Ellie: ‘I think people are getting to the point where

way in which

they are actively trying to rebel against their ha-

we view the

bitual scrolling. They are trying to re-assert a sense

world, and up-

of control by consciously making an effort to put

dates

ready

their phones down. It’s not a case of regressing, but

to go before

more a re-evaluation of the pros and cons of such

you’ve even downloaded the last version, are we

advancements in technology’ . It seems that people

speeding to-wards a culture that has (ironically) lost

are looking for that human connection more and

its sense of connection? Whilst social media and

more, and instead of scrolling mindlessly through

networking enables us to connect with millions on

endless streams of unfocussed information, they

a global basis, are we sending out the right mes-

are looking for condensed, crafted messages, a bit

sage? Or do we run the risk of disappearing into

of care in terms of the content…A post that sheds

a space that is void of authentic human engage-

light on the real world, rather than sucking you into

ment? Are those at the ‘top’ of the twitter chain

a digital vortex. Apple now send you your screen

more concerned with the number of followers they

time, which can be unsettling to say the least - ‘I

have rather than their choice of words? Shouldn’t

think a lot of people were surprised at the amount

the two be co-dependant rather than mutually ex-

of time they spent on their phone’. On average, we

clusive? And how can we ensure that the quality of

pick up our tiny computers more than 80 times a

our work and our relationships doesn't suffer as a

day, with the top 10% touching their screens more

result of this expansion?

than 5,400 times daily! That’s an extraordinary amount of time spent staring at a screen, and

We caught up with Ellie Ford (social media extraordi-

whilst some of this time can be productive, a lot of

naire for RedSeven, Monument Promotions, Leela,

it is wasted on the infinite scroll, on indulging the

Black Stag, Mantra Marketing Group and the En-

passing of time with no purpose.

trepreneur Academy) to discuss the current online

On average, we pick up our tiny computers more than 80 times a day, with the top 10% touching their screens more than 5,400 times daily!

"THE ROLE OF SOCIAL MEDIA IS CHANGING" If it was all just about sales…well anyone can give you the formal breakdown and statistics, but it’s the opinions, the culture, the human interactions that bring it to life’.

So with people making a concerted effort to

they can actively engage, rather than trying

stay away from their screens, how can we

to ascribe a certain image to the company

ensure that our social media is still making

myself. It’s interesting to pull out themes or

an impact? Ellie explains that ‘People need

ideas that are seemingly ‘unrelated’ to the

humour’. After all, humour is essentially

sales world but actually say a lot about the

something that is shared. It comes alive

people behind the company’.

when people engage with each other, or with regards to social media - when they

The role of social media is changing. Rather

interact with something that has a strong

than simply sharing statistics and events -

personality and a clear voice. It seems that

anybody could do that - it’s about the mode

when a post has a strong sense of per-

of communication, not simply what we share

sonality, of humanity, it evokes a strong

but how we choose to share it. It’s about

emotional response in the reader; the voice

presenting information in a manner that

of social media comes alive. A connection

entices the public and traverses different

is formed when someone can feel the

platforms depending on the message.

presence of the person behind the screen, and moreover when their sense of empathy

Ellie: 'If it was all just about sales…well

is awakened. Now, the science behind social

anyone can give you the formal breakdown

media is as follows - when a person considers

and statistics, but it’s the opinions, the

whether or not to engage with something,

culture, the human interactions that bring it

their Temporal Parietal Junction is activated.

to life’.

‘The TPJ is located on both sides of the brain,

Social media is the platform that bridges the

just behind the ears. It’s job is to effectively

private and the public domains, so finding

connect us with the beliefs and thoughts of

that sweet spot - navigating a realm that

others. It’s a ruling force behind empathy’.

offers a personal insight but in a professional manner - is where the skill lies. In recent

People are interested in what other people

months we have seen Instagram ‘stories’

find interesting. They have an innate desire

absolutely soar in terms of the number of

to feel how others feel, to connect with

views and interactions. It really is a fantastic

new people and to see the world through

way to share the ‘behind the scenes’ of a

someone else’s eyes... Or their screen? This

company or event and offers the public a

is where Facebook, Instagram and Twitter

glimpse into something exclusive - that’s

come into their own. We have established

what people want, something that makes

that people are affected when they feel they

them feel special. Exclusivity makes people

connect with a real person behind the image,

tick...and consequently…’click’.

the text, the video. It therefore becomes more difficult to ‘feel’ when there is a lack of

Ellie: ‘People love (stories). They’re mostly

humanity - of heart - and as a consequence

videos, so they’re an immediate insight

people don’t remember, they won’t support

into the world of the company. You’ve got

and most importantly they can’t engage.

the Instagram page as a crafted, public representation of the company, often with

Ellie explains how her work draws upon this

a clear structure, temporality and plan, and

idea of finding a connection, often through

then you’ve got the stories, which are a

seemingly irrelevant hashtags or themes.

far more off-the-cuff insight in to the inner

‘There are tonnes of ‘themed days’ that go on

workings of the company - it’s free-er and

online all over twitter / hashtags etc. Part of

less formal - so people feel they’re getting a

what I do is to look into these trends, and find

glimpse of the real thing. It works’.

ones that will be appropriate for the company to explore and get involved in - things that will bring out aspects of their personality.

For instance there was #nationalcatday

'It’s interesting to pull out themes or

recently, so Leela immediately jumped on

ideas that are seemingly ‘unrelated’

that! RedSeven have just got a puppy in the office, so that’s a huge draw for potential

to the sales world but actually say

starters! Who doesn’t love a puppy? I’m

a lot about the people behind the

constantly looking for things like this that

company’.

020

CATEGORY DEVELOPMENT

Ellie works across a variety of different platforms - Facebook, Twitter and

about recognising who you are writing for. A lot of the people that

Instagram - to ensure that the company reach a broad demographic

follow Mantra online will be potential recruits, so it is important to offer

and appropriate content can be split up accordingly. It’s about building

a more in depth breakdown of what the company is about as well as

a sense of cohesion across all stations, ensuring that a strong sense

snippets of information as presented on twitter or Instagram. This is

of company culture is established and that people begin to form a well-

where the blog comes into play.

rounded idea of what the business represents, who they are. In order to focus on building a brand, she has ventured into new territories and

‘I do blogs once a month for my clients. For these clients, we’re talking

now keeps the google account up to date, manages the Glassdoor and

to our candidates, so they don’t just want a bunch of photos on an

the Indeed page and ensures that reviews and comments are replied

Instagram page, they want more information on the company they

to ASAP. There is a ‘liveness’ to the company’s online presence, there

might end up interviewing for. They want to know the core values, the

is a sense of immediacy, that things are happening in ‘real-time’ as

events, how it runs. I think that a blog is really important. It shows that

opposed to falling behind. Whilst retrospect can be a useful thing in

you care, the company care’.

real life, when it comes to social media, people want to be looped in continuously.

With a keen sense of who she is writing for as well as the best platform for every shared insight, Ellie ensures that Mantra are kept up-to-date

A sense of being one step ahead of the game is key to establishing

and that their online presence is present! Take a look at our online

a strong online presence. It is Ellie’s job, therefore, to ensure that she

pages and enjoy exploring the ‘behind the scenes’ of Mantra Mar-

is up to date on business trends, on modes of communication and

keting.

methods of sharing information accurately and successfully. It’s also

021

'A sense of being one step ahead of the game is key to establishing a strong online presence.'

CATEGORY TR AVEL / DEVELOPMENT

Quick off the Line Interview with Chance and Alec Cowie at RedLine Promotions

M

a

Back in January this year, Chance Cowie was

strong sense of

welcomed into the Mantra family, after Matt

community

run-

Nicholson - an old friend of theirs from home

ning through the

- persuaded him to join the team at Monu-

business,

with

ment Promotions. Prior to this, both Chance

the network be-

and his brother, Alec, had been working in

‘I found working with my brother really

tween companies

Tenerife and in sales at AA and at Sky, but

a huge part of what makes us so success-

felt a pull back to England to fully realise their

inspiring and it drove me to match him

ful. Many of our guys have established long

entrepreneurial visions. Initially, Chance was

at every level.’

standing friendships as a result of working

sceptical about working in the charity sector.

- ALEC -

antra

have

alongside each other. We really are a family, so we are exceptionally proud to have sup-

Chance: ‘I didn’t understand why someone

ported brothers, Chance and Alec Cowie, in

would pay for something and not receive

opening up a new office up in Manchester.

anything back’

Here’s their story…

Matt over in Swindon, he was persuaded to

- but after moving in with

take the plunge and go for it: ‘As soon as I’d worked a day in the field and had my induction with Matt, where he explained the business to me in detail, it all made sense’. He quickly developed a keen interest in the work Monument were doing, and after watching a colleague make one sale, he ‘was hooked’, ‘I was intrigued - I’m very observant and I thought, if he can do this then I absolutely can. I had a lot of ambition. I saw massive potential. I hadn’t realised how regularly people donate to charities, and so it opened up a whole world of opportunity and my perspective absolutely broadened from that point onwards’.

Things moved forwards quickly and after just two weeks in the field, Chance was turning over a very respectable amount of money, ‘(he) knew (he) was in the right place and (he) was excited’. He began to see clearly how he might progress within the industry and after only a month at the office he had completed ‘a hell of a lot of sales’. He hit the ground running fast, and whilst he didn’t have a specific mentor as such, made fantastic progress under the careful guidance of Matt. Having worked in similar roles before, he found he picked up the routine relatively easily. Meanwhile, Chance’s rapid success hadn’t passed his brother by. At the time, Alec was working as a car salesman back in Bath, but with his brother off to a flying start, constant updates on his turnover and inclusion in the Bulletin at Mantra, he was intrigued. ‘I said to him, look bro, you need to tell me what you’re actually doing, how you’re making this much money and what’s going on!’. He was sceptical, so he challenged his brother to show him two

023

CATEGORY TR AVEL / DEVELOPMENT

'Entrepreneurship, there is a large crossover in terms of purpose, aligning your purpose in life with that of your work'.

week’s worth of payslips and if it all added up he would ‘quit his job and join’ him. It was as simple as that. Two weeks later, Alec left his

'The camaraderie between the guys outside of work makes a huge difference out in the field'

job in Bath and joined his brother and Matt at Monument Promotions.

By

this

stage,

Matt

was

encouraging

Chance to start building a team of his own; however, he didn’t see the point of doing so that early on: ‘I couldn’t see why that was the right direction to be going in, but Matt drilled into me that that’s what I needed to do, so despite my qualms, I took the advice and began recruiting’. The team included his brother, Alec, amongst others, and thus things started to take shape. Having jumped right into the thick of things himself, Alec wanted to start recruiting immediately as well, but took a step back and decided to focus on sales Chance: ‘when I realised I was the only one who could get myself to where I wanted to be, I made sure I trained hard, I helped out with as many people as I could, and I proved to Matt that I was ready to start building a team as well’. Both brothers had proven that they possessed the drive, ambition and confidence necessary to make tracks within the industry, and so after just a few months a Monument, in October 2018 Chance moved up to Manchester and opened up RedLine Promotions, taking his brother with him.

Both the Cowies came up through The Entrepreneur Academy, a scheme that exists to help nurture new talent. They run meetings every quarter, with Business Owners running different topics to help fast-track Leaders into becoming Assistant Owners. Alex joined the Entrepreneur Academy just a week into the industry after hitting some records and pitching his heart out to Matt.

Alec: ‘I hadn’t even been to a New Leader’s

'When I realised I was the only one who could get myself to where I wanted to

meeting yet, but I was so keen to get involved,

be, I made sure I trained hard, I helped out with as many people as I could, and I

we just went for it. It was a great opportunity

proved to Matt that I was ready to start building a team.'

to meet other offices, and instilled in me a huge sense of drive’.

- CHANCE -

024

CATEGORY TR AVEL / DEVELOPMENT

'The variation that we have in this industry, the room for rapid development is so inspiring - that’s what being an Entrepreneur is about - seeing a gap, filling it. The biggest thing for me is helping other people move forwards.'

Engaging face-to-face with other Leaders

were so readily accepted into the group

and Owners at the Academy is a fantastic

and realised what a special thing we were

opportunity to absorb attitudes and develop

part of’. The camaraderie between the guys

skills and seeing this first hand makes it

outside of work makes a huge difference out

seem achievable, in reach.

in the field and ensures that there is a strong sense of ensemble and support running

Chance explains that ‘the support network

through the offices. And in terms of the

at Mantra has been phenomenal - James,

family dynamic?

Matt and Rob in particular - you can pick up the phone and chat through things with

Alec: ‘Working with my brother has been

anyone which is a really special trait in this

great - it’s been an interesting journey and

company. That’s quite rare’.

i've definitely used what i've learned from my relationship with Matt to build a working

Alec supports this, explaining how ‘there is

relationship with my brother. We have our ups

an extraordinarily strong sense of community

and downs, but it’s been great!’.

at Mantra, everyone pushes each other to achieve their optimum potential, which I love’.

However, it wasn’t always plain sailing…

Alec:explained how ‘as kids we never really

That sense of community is a special thing

got along - there’s an age gap of just 2 years

and something that we absolutely value.

- so there was a lot of arguing, scrapping….

The brothers talk about their time in Tenerife

but as soon as we hit maturity and got to

having

attitude

19 and 21 years old everything changed. We

towards progression - ‘it was very cut-throat,

became best mates! We help each other

every man out for himself, whereas here

out wherever it’s needed. It’s mad thinking

you know that your colleagues have your

back…I never would have imagined the bond

back and are willing you to be the best you

we have now could possibly have existed all

can be’. This sense of community extends

those years ago. We grew up and realised

outside of the workplace, with regular socials

that we could learn a lot from working from

and events plotted throughout each quarter

each

to ensure that the guys have time to bond,

business can sometimes be a precarious

thereby developing a healthy sense of work

combination, Alec and Chance have found a

and play.

fantastic middle ground - ‘We can both see

a

completely

alternate

other’.

Whilst

merging

family

with

the bigger picture. We absolutely perceive Alec remembers one particular evening

each other as business partners’ - ensuring

after the Entrepreneur Academy session up

that a sense of professionalism comes

in London, where him and Chance ‘had the

first…but there’s certainly a healthy dose of

opportunity to hang out with Matt, James,

brotherly competition thrown in the mix for

Nikki and Chris and the social side of things

good measure.

hooked me into the industry even more. We

025

‘​ This industry is very transparent in terms of helping each other out. It’s all about networking, and I think that gets forgotten sometimes. If you work hard and you ask for something, you’re more than likely to be given the opportunity to prove yourself. ’ - ALEC -

CATEGORY DEVELOPMENT

It really has been quite the journey. The boys have moved through the industry at super speed, with barely any time to reflect upon their success. As the new year is welcomed in, I asked them to take a moment to consider how far they've come and just how much their lives have changed in the last 12 months.

Alec tells me he ‘was ready to work hard at something’, but simply hadn’t found the right outlet for this ambition, whereas now he has gone on to see ‘more of the country in the last 8 months than I have in the last 30 years’. Whilst Alec is constantly looking forwards and setting goals, Chance opts for a more mindful approach to the business Chance: ‘for me, it’s all about being present.

I have ambition, but within the realms of immediate

action

and

possibility.

Things

have moved so quickly, we've really had to embrace a sense of spontaneity and learning as we go. Of course, it’s good to set yourself targets, but things can change so quickly that it’s equally as important not to get stuck on one set trajectory, to approach the industry with an open mind’. It’s important not to get pigeonholed by your own perspective, to measure the temporality of your goals

'Engaging

face-to-face

with

other

for your own good - this ensures that as an

Leaders and Owners at the Academy

Entrepreneur you’re alive, you’re responsive,

is a fantastic opportunity to absorb

you’re in the moment and not defined by your habitual patterns. Chance explains

attitudes and develop skills.'

that ‘It’s been a journey, but an exciting one.

Since I’ve been in the business, I have learned something new every single day. That’s what pushes me forwards. That sense of momentum. His brother would agree, telling me how more often than not, people end up drifting. People that have fantastic potential, but they’ll only move as fast as they want to.

Everyone has different goals, but for me, I want to be at the top of my game’.

These two aren’t slowing down. So much of being a successful Entrepreneur is about self-belief, confidence and passion - qualities that both Chance and Alec possess in abundance - and with plans to open up another 3 offices by the end of the year, the sky’s the limit.

028

New Clients:

& Successful Campaigns We caught up with Rob and Amy from RedSeven to chat about their continuing work with Red Cross and their recent field trip to the London Offices‌

'The Red Cross is such a huge organisation, it’s important for our guys to be aware of the scale of the work that goes on, not just in the UK but all over the world'.

O

ne

of

main

about enabling them to have experienced the

The

Red

areas of the Red Cross first-hand, and so when

whom

they

they’re talking to potential donors they have

have worked closely with

that knowledge’. Having first-hand experience of

on

campaigns

the First Aid training changes the way in which

over the years. A recent

the team are able to communicate with people,

collaboration has been a

they understand ‘why it’s so important, and are

fundraising campaign to help establish First Aid

therefore able to talk about it freely, passionately

Training as a constant on the national curriculum

and from an well-informed standpoint regarding

in schools. This is a fantastic effort and something

the campaign. It makes a huge difference in terms

that will benefit many across the country. First Aid

of how they are able to relay the information to

training should be accessible - it can literally save

others’.

clients Cross

RedSeven’s are with

various

lives - so the integration of this into the school curriculum will make a huge difference. In fact, just one day after the sessions, a guy down in the Cornwall offices used the First Aid Training to save an 86 year old man, which is extraordinary.

Communication is key, so training days likethese are essential in providing the RedSeven team with the necessary skills to perform their roles to the best of their abilities. Rob explains how ‘The Red Cross come to the office every month or so and

Rob tells us how his team ‘were given the

deliver refresher training, ensuring that our team

opportunity to go to the Red Cross First Aid

are all up to date with regards to the progress

Training Centre in Swindon’. They completed a

and initiatives of the charity. Primarily, it’s about

half day of workshops and ‘all of our team are now

making sure that the Red Cross know that our

trained in basic first aid, which is fantastic’. The

team are on the right track in terms of how they

opportunity to learn these new skills was greatly

are representing the company! But also, to inspire

appreciated, and as a result, the team are able to

our new recruits - those that haven’t worked on the

incorporate their learnings into their wider work for

campaign before - making sure that the message

the charity.

that the guys are sending out is accurate and

Rob: explains how ‘the point of this training

concise

day wasn’t just about giving the guys the basic

Continued --->

skills - it was quite a crash course - but more

CATEGORY DEVELOPMENT

032

CATEGORY TR AVEL SURVIVAL

'Having first-hand experience of the First Aid training changes the way in which the team are able to communicate with people, they understand ‘why it’s so important'.

As the company expands, it is important for the company to keep a strong sense of cohesion and of company values, so these training days serve as a fantastic means of bringing everyone together, of tracking progress and moving forwards as a team.

The Red Cross are a huge organisation, with the First Aid campaign just one of their fantastic initiatives. RedSeven also work with them on something called Support At Home - a scheme that offers home support for vulnerable people after long stays in hospital - and the Fire Emergency Support Services (FESS) ‘which involves the Red Cross supporting families that have experienced home fires. Then, of course, there is all the amazing humanitarian work that goes on all over the world’. The range of work that the charity are involved in extends across the globe, therefore it is paramount that the team are briefed and brought up to date with the changing content and new campaigns on a regular basis. Rob explains that ‘because The Red Cross is such a huge organisation, it’s important for our guys to be aware of the scale of the work that goes on, not just in the UK but all over the world - in order to understand what they are trying to achieve’.

RedSeven have also been working on a campaign called Breast Cancer Now, and - just like with Red Cross - the team were invited to a training day up in London to bring them up to date on the statistics behind the initiative, as well as having an opportunity to get involved on a more practical basis. I caught up with Amy Becker to hear all about it…

The team went up to London for the day where they were lucky enough to experience 5 or 6 presentations from each faculty in the charity - ‘This enabled us to really get to grips with the Breast Cancer Care campaign’.

It was a full-on morning, ‘jam packed with information and presentations for us to use when talking to donors’; the topics covered included

Prevention

of

Breast

Cancer,

Diagnosis, Quality of Life post-diagnosis and Fundraising, so the guys came away with extensive knowledge on all aspects of the campaign. The work they are doing at BCN is extraordinary, and the campaign hopes

033

CATEGORY TR AVEL SURVIVAL

'You’ll try and inspire every single donor by giving them a problem and a solution'.

that one day, ‘everyone who develops breast

from - but it becomes something very real.

cancer will live’, however ‘If we are to meet

Very immediate. Very important. Camille,

our ambition that by 2050... then we need

who delivers the training, is extraordinarily

to make sure we fund the most impactful

passionate,

research’ https://breastcancernow.org

delivers lots of aid work herself, so she really

very

charismatic,

and

she

inspires the guys’. The process of getting

'These training days ‘make such a

Whilst much of the day involved listening and

people on board is simple, really - ‘you’ll try

presenting, the team also had the opportunity

and inspire every single donor by giving them

difference in terms of closing the gap

to get a bit more hands-on as they were

a problem and a solution - how they can be

between those that are in need of aid,

taught how to extract DNA from strawberries!

part of the solution. We chat to people face to

Amy explained how strawberries are the

face, and we ask them if they can support a

closest thing we have to our own DNA with

good cause. You don’t have to muddy it with

regards to the number of chromosomes they

lots of unnecessary information because its

contain, making them an ideal fruit to test on

simple. Its helping others’.

and those that can offer help'.

- ROB -

- ‘You mash up a strawberry, put it through a coffee filter to extract the juice, add ethanol

It’s about learning to engage with people on

and this separates the DNA in the strawberry

a human level Amy: ‘I don’t think we’d get

juice’. Apparently you can also do this with

many people on board if we just chucked

your own saliva….perhaps one to experiment

facts at them! A lot of it is about trying to

with in your own time! The practical element

engage with someone on a personal level.

to the workshop meant that the team

trying to appeal to their sense of empathy

were able to understand the process in an

- how would they feel if it was their Mum,

entirely new way, and Amy explained how

or Brother, for example’, She explains that

experiences such as this help them ‘to be

‘We’re going into people’s homes, we’re just

clear, transparent and well informed when

turning up on people’s front doorstep, so

relaying the information to our potential

you have to immediately put them at ease,

donors’. ‘You can read all about the work they

make them feel comfortable in order to get

do, but to actually go and being the room and

through to them’. It’s about learning to

experience some of the work and research

build a relationship quickly. As the company

they do first-hand has a huge impact. It

expands a sense of 'being on the same page'

makes it real’.

has never been more important.

These training days are invaluable to the

RedSeven celebrated their 5 anniversary in

team at RedSeven. The opportunity to

October - time has flown! Rob explains that

immerse themselves in the work and learn

‘the organisation is really growing. A year and

directly from those running the campaigns,

a half ago, we promoted Matt and have seen

means that the information they absorb

him go from strength to strength. We hit a

really

is

personal best last week, and we’ve also seen

RedSeven’s job to share this knowledge to

RedLine open up in Manchester with Chance

potential donors in such a way that it has an

and Alec. We’ve now got 3 offices up and

impact, it is affecting and really brings home

running, are looking to open in Cheltenham

the work that Red Cross are doing. There

and Newbury and have set ourselves the a

is a tendency for charity work to feel quite

goal of opening 8 new offices in the next 8

‘distant’ - the work itself can feel miles away

months’. With the company continuing to

from this moment, from our habitual contexts

expand and new campaigns on the horizon,

- so it’s about making these connections,

it’s more important than ever for the entire

highlighting the immediacy of the work and

team to be well informed. These campaigns

educating people on how they are truly

save lives so Rob ensures that his guys are

able to make a difference. Rob explains how

able to represent the company to the best of

these training days ‘make such a difference

their abilities along the way. Well done to all!

has

an

effect.

Essentially,

it

in terms of closing the gap between those that are in need of aid, and those that can offer help. It’s not just an image or a statistic - which we can often feel quite removed

034

Congratulations RedSeven

5

‘The organisation is really growing. We’ve now got 3 offices up and running, are looking to open in Cheltenham and Newbury and have set ourselves the a goal of opening 8 new offices in the next 8 months’.

CATEGORY EDITOR'S LET TER

036

New Milestones at Monument

Monument Promotions have experienced a vast amount of success in a relatively short amount of time. With offices opening up around the country and the team growing bigger by the week, I caught up with Matt Nicholson, the Business Owner, to see how he was getting on…

Hey Matt! First of all, congratulations! Could you give us

business begins to truly expand; it then becomes not just

a quick summary of where you’re at with the company?

about numbers and new recruits, but how the company is able to grow new roots.

Yes, of course! So we opened our second office in October up in Manchester which was very exciting, this was quickly fol-

How has the recruitment process been?

lowed by our huge Christmas party that we ran with the RedSeven team on the 28th December and we haven’t stopped

Recruitment’s been brilliant. Through Kim’s efforts, we’e been

since! We’ve got Charlotte Vass over in Cheltenham who is

able to find some fantastic people with great potential to join

looking to open our third office in the next month, we’re hop-

the team. The encouraging thing is - which is a good sign of

ing to open in London over the summer and then in Exeter

the training we have in place - that those new recruits are

by the end of the year. We’ve got over 50 people in the or-

now progressing really quickly. We have a fantastic rate of

ganisation now and we’re aiming to have a 100-strong team

retention as well, meaning that people are investing in the

by the end of the summer.

company for the long run. The team is really strong.

Wow! So things are moving quickly…what are you

How has the expansion of the company affected your

focussing on as a business?

role? Do you find that you are still able to spend quality

The main focus in the office is quality - both in terms of recruits

manage people had to adapt as a result of this growth?

and the sales we are making. Obviously we’ve experienced tremendous growth in terms of quantity as a business, but as a result we’ve been working hard to ensure that the quality of the work that we are doing stays consistent. Over the last 6 months or so, core members of the team such as Kim and Charlotte have really stepped up a level in terms of their work and have asserted a real sense of agency, which is exciting to see. I think that when members of the team begin to start using their initiative and establish their sense of independence within the team as a whole, that’s when the

037

time with each person, or has the way in which you

I think I’m still able to spend quality time with people - and I still want to, of course - but realistically I can’t work with each individual in the same way as I could when we were just a team of 5! It’s been a fantastic learning curve, in this way. I still make sure that I get to know everyone in the office - we are a very social office, so this isn’t difficult - but then it’s a case of prioritising my time, learning how to delegate, and learning to be okay with that delegation.

038

CATEGORY INTERVIEWS

continued...

I would imagine it’s also a case of making sure that your company values and the things you stand for filter down through the team,

Working with friends (Chance, Alec etc…) and people that are

that this sense of cohesion doesn’t get diluted along the way?

close to you, do you find that that the line between business and

How do you ensure that Monument maintains these standards

friendship is blurred and if so, is this a blessing or a curse when it

alongside the expansion?

comes down to the work?

It’s about making sure that each Leader is taking on the same re-

When I first started out in this industry, it really was just me and a

sponsibilities that I once would have taken on, with the same sense

few mates running around completing sales, but as Monument has

of dedication. It goes back to quality versus quantity, and in this in-

established itself and the business has grown, we’ve had to assert

stance, making sure that the quality of the work doesn’t dissipate as

our sense of authority, and we do mean business. In terms of working

we expand, rather that it gets stronger. I still want the essence of our

with mates, I absolutely love it, of course! There’s nothing better than

company to be present as we branch out. The practical implication of

working alongside people that you enjoy spending time with anyway

this means that every day starts with a half an hour meeting between

and there’s a huge amount of satisfaction in seeing someone that you

all Leaders to discuss successes of the previous week, what’s going on

care about grow and develop, in providing someone you love with an

In the Office etc. These meetings are hugely important in establishing

opportunity. Having said that, it can be extremely challenging as well.

a sense of cohesion, and are either centred around how we can move

It can become more difficult to separate your emotions from your work,

forwards or they’re focussed on where we need to improve, the chal-

so that’s definitely been something that I’ve had to learn. It’s a fine

lenges we have faced, and how we can find solutions to the problems

balance between establishing a sense of camaraderie but not letting

that have arisen. I’m well aware of the importance of spending one-

those informalities affect the business in the wrong way. You’ve got

on-one time with my Leaders, be this in person or over the phone, and

to be a Leader first and a friend second. You owe that both to them

the positive impact that this has. It’s essential to the smooth running

and to the business, but it’s an incredible balancing act (people fee

of the business, really.

they can push boundaries etc) and it’s something that I don’t always get right.

Have you noticed any changes in yourself in terms of your sense of Leadership, and how you are now running Monument Promo-

It sounds as if you’ve had a lot going on and that Monument have

tions?

really gained momentum over the last quarter. As you said yourself, you rarely have the opportunity to sit and reflect, so let’s

I think that when the Office gets to a certain point, the biggest chal-

recap on just how far you’ve come…

lenge that you face is this sense of ‘dilution’; you can’t run a business of 50 people in the same way that you used to operate when it was

Monument was established in June 2017, so we’re now moving into our

just 5 people, it’s just not possible. You have to change with your busi-

second year of trading. We haven’t really stopped to reflect and look at

ness. You have to delegate. You have to relinquish your control on

how far we’ve come, but I’m really proud of the team and what they’ve

certain things. I’ve noticed that as the company has expanded, I have

achieved. I’m proud of how the team have grown (as individuals) to be-

become more of an enforcer of standards, overseeing operations and

coming fantastic Leaders themselves. It’s a lovely thing to watch your

looking at the bigger picture, as well as being in the thick of it amongst

business grow, but we’re incredibly committed to developing, improv-

my team. It’s important to be objective about things, so this shift in per-

ing and becoming the best we can be. You have to define the param-

spective has been useful. I’ve found that I’ve started to take a firmer

eters of your business and I think it’s important to know where you

tone in terms of my communication because I’ve had to; it’s imperative

want to be and why you’re doing this job in the first place, to not lose

that my communication is as clear and direct as possible in order for

sight of where things began.

this to filter through the company with as much impact as it would have done when the team was smaller. My time management has also

Good luck to Matt and the rest of the team at Monument and we wish

had to be really strict.

you a successful start to 2019!

040

James and Leadership ‘This is James Buckley. This is Mantra One. It was all eyes on me.’

- JAMES BUCKLEY -

A

fter an unexpected turn of events

ship - it really is fantastic to see and to have been a part of

towards the end of last summer,

that growth’.

James found himself with space in

is

Mantra One hit the ground running fast but James is under

extremely rare for this Entrepreneur!)

his

diary,

(something

that

no false pretense regarding the risk factor of his new venture

and time to consider some fresh

James: ‘We smashed it. I’m really chuffed. I’ve been working

avenues. Instead of sitting back and

in other people’s offices for quite a long time - travelling

using the time to rest up and recalibrate, he jumped straight

around to Russia, Spain….but I’ve not taken the reigns myself

into the thick of it and opened a new office - Mantra One -

for a long time. It’s been about 6 years or so since I’ve run

over in Bristol! I caught up with him after Christmas to learn

my own Office, so it’s been a fantastic experience but the

the method behind the ‘madness’ and to see how on earth

pressure was on!’. He explains how he’s ‘always had his name

they built a 25-strong team in just a matter of weeks…

attached to other people’s businesses, but never been the one to carry the entire weight of the company’s reputation’.

Things at Mantra were coming along nicely and the rate of expansion was strong; however, James felt that something

Whilst having a support network - a safety net - to fall back

was missing. Despite the fact that the company was doing

on can be reassuring, it can also hold you back as you get

well, he knew that there was room to move things up a gear.

used to operating within certain boundaries. With a solid

At Mantra, we don’t settle for second best and we certainly

network around you to act as a buffer for all of your decisions,

aren’t content with resting on our laurels, so when an oppor-

you run the risk of reaching a plateau both in terms of self-

tunity to better ourselves arises, we take it. A space opened

development and that of the business. However, being

up at the beginning of September for James to set up over in

presented with the opportunity to move outside of your

Bristol and so he went for it, taking just three others with him

comfort zone can be a daunting prospect and James certainly

- Mark Twitchin, Kevin Nash and Vic Verma. Mantra One was

felt a pressure to set the bar high - ‘nervous isn’t the right

born, and from that moment on there was no stopping them.

word, but I definitely had a feeling of ‘this has to work. I have

The team grew from just three core members, to a team of

to show everyone how it’s done in order to inspire change’. I

25 people in its first 12 weeks. A rate of expansion that would

knew I had to take action, make a change and stand out from

normally take 6 months was already in place during the first

the crowd in order for my guys to start doing the same. A lot

quarter of the company’s genesis. James was certainly set-

was at stake, and I knew that if i didn’t pull it off, it could have

ting the bar high, and he was in fantastic company, ‘Mark

the opposite effect - people would lose faith. It was a risk. But

was brilliant and his volume of sales was top notch. Kev was

that’s the amazing thing - the risk factor creates an energy, it

incredible, he recruited like he’s never recruited ever before

creates an air of uncertainty which is translated into surges

and his work ethic reached a new level. Vic was working part-

of passion, excitement’. One of the most important parts of

time with us and I gave him an ultimatum and said, ‘You ei-

becoming an Entrepreneur is noticing where the boundaries

ther commit or you don’t’. He decided to go for it, and is now

of your comfort zone exist, and then stepping outside of that

working towards opening up his own office in Birmingham at

space. As you move forwards into the unknown, you broaden

the end of this quarter. He’s moved from working part-time

your horizons, you see fresh potential and from this place

with us, to running a team of 10 people and nearing Owner-

your possibilities become endless.

041

‘The fear of failing is probably more of a motivator than success’

038

CATEGORY REL ATIONSHIPS

'The team grew from just three core members, to a team of 25 people in its first 12 weeks. A rate of expansion that would normally take 6 months was already in place during the first quarter of the company’s genesis'.

At Mantra, we are constantly redefining

in the long run. Shake things up a bit, take

the parameters of our success, broadening

a new approach to your work and begin to

our

next

explore a new sense of the temporality and

fantastic

parameters of your progression. Welcome

example of what can be achieved in a small

in a fresh sense of momentum, energy and

amount of time when one puts their mind to

perspective on your career as you begin to

it. James explains how he ‘wanted to prove

take charge of a new path to Entrepreneurial

to people that they can absolutely smash it

success.

horizons

opportunity.

and

looking

Mantra

One

for is

a

the

if they adopt the right mentality and a strong work ethic’ and it really is a case of throwing caution to the wind, dissolving the hierarchy of ‘titles’ and simply focussing on the work at hand. He has set a fantastic example to the rest of the team and what a time to do so - ‘To have this at the close of 2018 really welcomes in this new year with a feeling of anticipation and excitement for what is to come. I know that everyone at Mantra has extraordinary potential, and I can’t wait to see where they go with it’.

Looking forwards, I asked James what the future holds for him and the company. He tells

'Nervous isn’t the right word, but I

me that ‘the goal isn’t necessarily to continue

definitely had a feeling of ‘this has to

running the office myself. My plan is to go

work. I have to show everyone how it’s

with Vic to Birmingham and help him set up, then we have plans to open up another office down in Plymouth by the end of Q2. I’m not

done in order to inspire change’.

- JAMES -

thinking much past that, but I’m really happy with how things have gone so far’. With 2019 stretching out ahead of us, now is the time to start pushing yourself, locating areas in which you think you can improve, analysing your habitual working patterns and testing where you think the boundaries of your potential lie. The things you can achieve with just a simple shift in attitude may surprise you.

James explains that ‘I’m a pretty motivated

One piece of advice for the new year: Put

individual anyway, but what this has done is

the right amount of effort into your career.

has proven to me how important change is.

Already this year people have set themselves

They say ‘a change is as good as a break’,

ambitious goals, so the most important thing

and I’ve found this to be absolutely true in

now is for them to figure out how they are

this instance’. With the format of expansion

going to achieve them. You can talk a big

we are used to, it is all too easy to fall into

game, but this must be backed up with a

set patterns and habitual modes of working.

good work ethic and the right attitude, else

Whilst a sense of constancy and routine can

you will find that you are setting the same

be useful, you may find that it holds you back

goals year after year! (James Buckley)

044

CATEGORY BOOKS & PODCASTS

Books and Podcasts Our Iceberg is Melting Changing and Succeeding Under

Blue Ocean Shift

The Click Moment

Beyond Competing

Seizing Opportunity

Any Conditions

With the changing climate of our industry

A New York Times Bestseller and #1 Wall

An essential read to stay one step ahead

something we cannot and should not ig-

Street

book

of the rest, Johansson’s work teaches

nore, tune in to this podcast as you learnt

teaches us how to move beyond the com-

us to find method in the madness as we

to

petition, to occupy unchartered territory

start to analyse the pattern of success.

embrace

change,

inspiring

around you to do the same.

those

Journal

Bestseller,

this

and claim a space of your own within the Marketing world

By: John Kotter

045

By: W. Chan Kim

By: Frans Johansson

CATEGORY BOOKS & PODCASTS

' Listen to people from all over the world as they share their perspectives on everything from work and business to mindfulness and culture '

The Four Disciplines of Execution:

Podcasts

Achieving Your Wildly Important

01

02

03

04

03

04

Hack the Entrepreneur By: Jon Nastor

Noah Kagan Presents By: Join Noah Kagan

The Science of Social Media By: Adam Buxton

Seeking Wisdom By: David Cancel and Dave Gerhardt

Analysis BBC Radio 4 By: BBC

Without Fail By: Gimlet Media

Finding it hard to focus? Learn how to discipline yourself and strategies for a successful future with this Covey, McChesney and Huling at the helm.

By: Sean Covey

046

Photo Album

A selection of some of our favourite photos from Q4 2018

CATEGORY PHOTO POOL

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Office List 2019

CATEGORY OFFICE LIST

Our UK, Spanish and Russian office list. Please be sure to visit our social media channels for future developments

UK

RUSSIA

SPAIN

Mantra Marketing Group James Buckley / Francis Colam www.mantramarketinggroup.com

JB Company Jasmine Suleymanova Krasnodar website coming soon

Force Marketing Rebeca Perez Madrid www.force-sp.com

Magic Magomed Parizhev Krasnodar website coming soon

EMDI Marketing Nelson Pereira Reus www.emdimarketing.com

Leela Promotions Aparna Rakesh Plymouth www.leelapromotions.com

RedSeven Marketing Robert Cotterell Swindon www.redsevenmarketing.co.uk

Mantra One Mark Twitchin Bristol www.mantramarketinggroup.com

Engima Mark Widnel Barnstaple website coming soon

Monument Promotions Matt Nicholson Swindon www.monumentpromotions.co.uk

Fairview Advertising David Hebblethwaite Ipswich www.fairviewadvertising.co.uk

Black Stag Marketing Stephanie Wiltshire Bristol website coming soon

ZIMA Albina Zigangirova Moscow website coming soon

Vio Organisation Veronica Ovechkina Moscow website coming soon

Asana Marketing Group Aidar Zamaletdinov Moscow www.asana-mg.com

First Group Albina Fazlieva Moscow www.firstgroup.moscow

Yuppie Timur Konovalov Moscow www.yuppie.city

World Marketing Radik Kamalov St Petersburg www.pr-wm.com

Redline Promotions Chance Cowie Manchester website coming soon

B23 Marketing Roddy Barker Glasgow website coming soon

The Promotions Company Phil Reid Bristol website coming soon

068

“I think it's possible for ordinary people to choose to be extraordinary” - ELON MUSK / ENTREPRENEUR -