We sit down with Jennifer Davidson, founder of Sleek, a leading experiential marketing agency based in London with a global client base.
Known for delivering engaging, immersive events that challenge norms and inspire change, Davidson shares the journey to launch Sleek and discusses the agency’s core mission of creating meaningful connections through expertly designed live experiences. From the motivations behind the agency’s founding, to the values that shape its culture and innovative approach to client engagement, Davidson offers a glimpse into what sets Sleek apart from the competitive industry.
I am the founder of Sleek, a full-service marketing agency based in London working with clients around the world.
We are known for our ability to create authentic moments that engage audiences, challenge norms, and inspire change. We pride ourselves on serving as our clients’ strategic partners, creating experiences that leave lasting impressions and creating authentic connections, evoking real emotions, and delivering impactful events.
What is the biggest problem you solve for your customers?
We understand the importance of making meaningful connections, and we believe that well-designed events can address this need effectively. Our approach involves diving deep into the strategy, principles, and goals of the client to design moments that truly resonate with audiences and secure tangible results. Through our extensive marketing resources, we create live experiences that engage audiences, develop compelling brand narratives, and produce engaging content.
What made you start your business – did you want to shake up the status quo, or was it a gap in the market to fill?
It’s hard to believe that ten years have passed since I started Sleek. I sincerely wanted to shake up the status quo to bring a new perspective to agency life. Before moving into agency ownership, I spent years as a freelancer, working with various brands and agencies. During this time, I encountered a key gap in the industry: a lack of transparency and real communication. Clients and agencies often talked in code, and employee well-being and growth seemed secondary to getting the job done.
What are your product prices?
Respect – This is the foundation of every department. We respect our clients’ businesses, including product values, work styles, processes and budgets and are important to ourselves and our partners.
Flexibility – It is important to us that we adapt our service to your needs and budget with guaranteed high quality, regardless of the size of the event. Our customers always appreciate our flexibility.
Big Heart – We pride ourselves on being friendly, approachable and reliable, with everyone from customers to partners and suppliers.
Smart – We like to be challenged and will not rest until we get what we want. We are always open to thinking differently; from spaces and budgets to goals and timelines. Nothing too difficult. No idea is too big and no request is too complicated. If there is a way, we will find it.
Do your values define your decision-making process?
Indeed, our values are central to our decision-making process. We prioritize working with clients who share our values because they play an important role in maintaining the well-being of our team and fostering a positive company culture. We seek relationships with clients who understand the real role of the agency and are interested in growing together, rather than just getting involved in one-off projects.
Is team culture important to your business?
Building a culture of inclusiveness, transparency, and gender equality have always been my priorities. It’s not just about the foundation; it’s about equipping the team. I created a sense of ownership. With a focus on work-life balance, equal pay, and initiatives that support women’s health, we foster an environment where everyone feels valued and empowered. Our most recent employee engagement score of 86% speaks for itself.
What do you do to go the extra mile to show your team that you value them?
Doing the bare minimum to be an equal employer was not an option for me and I wanted to address some of the issues I know workers face.
I am proud that we now have a comprehensive set of policies and programs in place that put the health of workers at all stages of life as our main focus. This really helps foster a culture of inclusiveness and transparency. Here are some important examples:
Profit Sharing: Fluency relates the profit share to employee performance, increased success motivation and shared financial allocation.
Work Life Balance: Open parental leave policies go beyond legal requirements, recognizing the important role played by parents.
Equal Pay: Clear salary ranges ensure equal pay for equal work regardless of gender. Bonuses are awarded according to transparent criteria, promoting accountability and ensuring that women are rewarded fairly.
Gender Equality Initiatives:
Women in Leadership Positions:
Women’s Health and Wellbeing: Programs directly address the challenges women face, including menopause and other health conditions.
Regarding your messages, do you think you are speaking directly to your consumers in a clear way?
Yes, we believe that our messages speak directly and clearly to our consumers. We recently did a ‘Sleek Evolution’, which allowed us to improve our approach to ensure our communication is straightforward and free of unnecessary jargon. Our goal is for visitors to understand what we have to offer as soon as they land on our website.
What is your view on inflation and interest rates – will you pass that on to your customers or let your margins thrive and reward customer loyalty in these tough times?
We always try to stay competitive with our prices, but we pride ourselves on being fair in everything. Having this approach may mean that an open discussion will need to take place about how that affects prices. Like all businesses, we must keep up with the times and do the right thing to protect those we serve.
How often do you review the data you pull and target your KPIs and why?
In general. Every eight weeks we meet as a board where each department reports on their KPIs. All of this is in line with our business strategies and goals. But regardless of meetings, we check these data points daily to ensure clarity across all metrics. I believe that is why we have been able to build the success we have so far as we are very focused on ensuring clarity about our goals.
Does technology play a very large part in your company’s day-to-day operations?
Yes, I think that’s naturally the way the world is going and as a service-based company with global customers, tech is a tool we have to use. It also enables us to find more efficient ways of working though ultimately benefiting the clients in the end. We also adapt to the needs of our customers and therefore will often use different types of technology in collaboration. We have an inquisitive team that is always bringing new ideas and technologies to the table to inform everyone.
What is your opinion about your competitors?
There is a great quote by Henry Ford that sums this up: ‘The competition to be feared is the one who never bothers about you, but keeps on making his business better all the time.’
Our goal is to stay focused on ourselves and not be distracted by our competitors. We aim to create better work this week than last week, and make this month better than last month – for no particular reason but to raise the bar further.
Do you have any advice for anyone starting a business?
Success was not what I expected, and feelings of doubt were a constant companion. However, my inner thoughts of “you can’t” only fueled my fire. The truth is that anyone can achieve anything they set their mind to. Our abilities are not defined by anything other than believing in ourselves. We should always look to show confidence and remember that every failure provides an opportunity to learn, and the harder we work, the closer we are to proving the doubters wrong.
It can be a lonely and stressful place to be a leading business decision maker. What do you do to relax, recharge and sharpen your focus?
In order to relax, recharge, and maintain focus, I prioritize a few key practices. I take Fridays off to make sure I have time to relax and reflect, as well as spend time with my young son and husband. I also make sure I exercise regularly, which helps me stay strong and smart.
In the morning is my personal time for quiet meditation; I wake up in the morning to read, journal, and enjoy a peaceful headspace, which sets a good tone for the day. I appreciate the time we spend with family and friends, especially when we get to the beach, as it provides a refreshing break from the routine.
Additionally, I invest in continuous learning and development through various coaches over the years. I listen to podcasts in the car and read books, which help me relax from screens. These practices are essential to maintaining my well-being and sharpening my focus.
Do you believe in the 12-week methodology or do you do long-term planning strategies?
We usually plan on an annual basis, but we make sure that progress is reported on a monthly basis. This approach allows us to stay agile, enabling us to quickly identify any problems and make the necessary changes to our strategy. By reviewing our performance regularly, we can adjust our approach in real time and stay on track to reach 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 who do it.
What is your company’s sustainability strategy?
This year, we partnered with The Bulb to develop our sustainability strategy. We take a step-by-step approach, starting with measuring our natural environment and then building a system that focuses on people, planet, and collaboration. I am committed to equipping our team with the tools and knowledge they need to make a difference.
What three things do you hope will work over the next 12 months?
Introducing Sleek Academy – We want to take our learning and development program to the next level by negotiating with an external agency to establish a structured training and development program that will have your badges and certificates. The ultimate goal is to develop an academically accredited course.
We’ve made the most of Sleek Evolution – We recently announced that we’re evolving into a full-service marketing agency that expanded our service offerings and strengthened our commitment to creating authentic and memorable experiences. This excellence will continue to evolve as we implement these new services and offerings to ensure our client achieves the best possible event results.
It’s the first year of our 3-year strategic plan – our company year starts on August 1st so we want to make sure we nail this and get into the rhythm of our overall strategy as we start our new year!
