Neil Kettleborough Co-founder at Chalk Social
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The Key to Learning
Social: Neil Kettleborough,
Co-founder at Chalk Social, explains why social media holds the key to providing
hyper-targeted content that extends brands’ reach
BASED ON LONDON’S SILICON Roundabout, Chalk Social are a mix of strategists, analysts and technology experts with a background in direct response and branding who pride themselves on “accountability, candidness and transparency.” With a client roster that includes Universal Music, Clarks, Amazon, Kellogg’s, Warehouse and The Children’s Society, the agency’s picked up a rack of awards, including Best Digital Marketing Campaign at the Digital Media Awards and the Best Clothes, Shoes & Fashion eCommerce Award at eCommerce Expo. In 2015 Chalk Social was listed by The Drum as the eighth largest independent agency in the UK. Not bad, considering the company only launched at the start of 2013.
Founded by Davina Dunlea (winner of Marketing Week’s 30 Under 30 Award in 2010) and ad-tech expert Neil Kettleborough, in less than three years the company’s grown to 22 and the guiding principle, says Kettleborough, “is to take social learning and put it at the heart of all our campaigns.”
Underpinning that has been a
desire to get back to the fundamentals of direct marketing – a notion is inspired by the good old classroom blackboard. At Chalk Social, says Kettleborough, the mission is always to “make marketers’ lives easier by providing realistic marketing plans.” Display, video and social are the agency’s principle areas of focus, though they also undertake PPC campaigns. For Kettleborough, it’s innovation that drives the best new work.
the big network agencies in that we’re tech-agnostic,” he says. “We don’t have trading agreements with any of the big players. Some of the network agencies have certain technologies in place across the group, and those technologies then have to be deployed. We don’t do that. We listen to a client’s brief, understand the KPIs and then build a technology stack around that particular client.” Social media, with its granular
perspective and opportunities for providing tightly targeted content, is frequently the starting point. “There may be a lot of key consumers who you don’t think of as being part of a brand’s audience,” he explains. That was certainly the case with Chalk Social’s client Lebara Mobile, who needed to reach new users with a hyper-targeted display campaign. “What we discovered through the use of social was that business travellers made up about 30 per cent of Lebara’s consumer base. That was something Lebara themselves didn’t know. We then actively targeted that audience via video and display and continued to prospect
Chalk Social 5, Albert House, 256-260 Old Street, London EC1V 9D
chalksocial.com @chalksocial
hello@chalksocial.com
KEY INDUSTRIES
Charities, Clothing, Cosmetics, Drink, Gaming, Motor, Retail, Sport, Telecoms, Travel
DIGITAL SECTORS Digital Marketing, Real-time Bidding, Social Media
55 annual sourc e guide 2016
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