A Sheffield marketing expert is returning to his roots, as he launches what he describes as a reinvention of the marketing function for the new ‘distributed economy’.
Devised by Richard Johnson and David Coghlan, The Inspired Marketing Group aims to help businesses get the high calibre marketing talent they need, when they need it, whilst helping marketing experts do more of the work they love, for major brands across strategic marketing campaigns. Johnson and Coghlan, who will be based in Sheffield and
Nottingham respectively, have worked in some of the UK’s biggest businesses, including FTSE 100 corporates, VC backed scale ups, and high growth SMEs. “We’ve run high performing marketing functions for almost 20 years and have generated millions of pounds of sales for some of the UK’s biggest brands,” explains Johnson. “We know what works but crucially, as client-side marketers, we know what businesses actually need today and increasingly that is not the current way of working. “We lease or pay on subscription for most things, so why not marketing expertise? We are entering the age of the distributed economy and as a result the traditional working model is ripe for disruption, for the benefit of both businesses and the experts that work with them. This is about offering businesses a bespoke and more dynamic marketing function where roles flex exactly with business requirements.” The Inspired Marketing Group works across the marketing mix, offering strategy and planning, branding, digital marketing, creative design, PR and customer communications. It will also provide coaching and mentoring to support and develop existing in house marketing teams with expert help, advice and guidance. Coghlan adds that whilst the benefits to businesses are clear, the opportunity for talented marketers is also significant:”‘We operate a number of businesses all built on our core model of helping clients access a bespoke and highly dynamic team of marketing talent, sourced from our panel of experts. We want to create a major alternative opportunity for the many marketing experts that find themselves in an increasingly competitive job market right now. “We’ve all been working in the new “distributed economy” for almost a year now and it has shown both businesses and people that there is another way to work. That work can fit around life, you don’t need to be chained to a desk 9am – 5pm and you definitely don’t need to be in an office. We created The Inspired Marketing Group because we believe that it’s possible to build a new way of working that works for us, we both have young families, while delivering exceptional results for our clients. “Flexibility is the key word for every person and business right now. We’re simply joining those dots. Helping clients get the results they want with access to the marketing talent they need, when they need it. And we’re helping marketing experts do exceptional work for amazing brands but that can still fit around their lives. It’s a win win for everyone.” Shaun Walsh, founder and CEO of The Business Growth Institute, said: “Perhaps unusually for a Finance Director I am a complete believer in investing in marketing as an engine for business growth. But the fastest way to lose money is to dabble. IMG don’t dabble. I want people who know what they’re doing and can get results for my business.”