jasmine absolute digital agency

Jasmine McKenzie on agency brand development at Absolute

Focusing on agency brand development is often last on our list as the busy people that we are! But focusing on brand, agency positioning and our comms channels can be a vital tool in agency growth. Jasmine, Marketing Manager at Absolute explains all!

Hi Jasmine, tell us a bit about Absolute and what makes it unique? 

Hey Beth! Absolute is a multi-award-winning digital marketing agency specialising in SEO, digital PR and PPC. What makes us different is that we focus on supporting businesses, big and small, in challenging niches. This included finance, gambling, pharma, crypto and adult entertainment.

What is your role at Absolute and your journey to get there? 

I’ve been a part of the Absolute team for just under 5 years, starting at the agency as a Digital Copywriter and progressing into the roles of Content & Social Media Executive and Social Media Manager between 2018 and 2020. During that time, I had the opportunity to work with several of our clients and work closely with the Absolute brand. In the last two years, I’ve adopted the role of Marketing Manager which is still super exciting to me!

How do you promote Absolute as a brand?

We do lots of things to promote Absolute as a brand. In the last two years we’ve introduced our own webinar series (which is currently being rebranded!) and a Twitter Space series that allows us to more closely connect with people in both the marketing industry and executives, managers and leads we want to connect with in the wider business world to grow our books. We’ve also got an exclusive iGaming roundtable coming up which we hope will be the first of many!

What channels do you find are best for agency brand development? 

Social media is a big one for us, but we also carry out email marketing and other internal activities to boost our brand awareness. At the moment, we’re particularly focused on expanding our Twitter and LinkedIn profiles and growing the teams’ personal brands to showcase our expertise and authenticity.

jasmine mckenzie absolute agency 

What channels do you find are best for generating new client enquires? 

We’ve recently developed six new microsites to support us attract businesses within our focal niches and, so far, they’ve helped generate several exciting new client enquiries! To support the reach of each of the sites, we’ve built a series of paid advertising campaigns that have been tailored to each industry to capitalise on the marketing challenges they’re facing and the creative solutions we provide.

How has the industry changed since you have been working in marketing? Is it competitive in the agency space?

So much! There are so many amazing agencies out there which is part of the reason why we decided to drill down into core niches where we knew we excelled. By doing so, we’ve been able to set ourselves apart and offer greater value to these businesses.

What challenges do you come up against in your work? 

Following on from the previous question, making sure we’re constantly devising new solutions maintain our proactiveness as an agency is challenging. Not just in terms of the services we offer and how we market ourselves but how we support our teams in terms of the perks and initiatives they receive to enhance our culture too.

Why do you think community is so important in the agency world? 

Community is a huge part of the agency world. You only have to log in to Twitter/ LinkedIn to see how many talented people there are! For us, community provides the opportunity to meet other amazing people in the marketing space and often presents a number of exciting opportunities for us as an agency and also for our team such as the chance to feature on podcasts and attend various events/ conferences.

What is coming up for Absolute?

There are so many amazing things in the pipeline for Absolute! Our iGaming roundtable is something the whole team are looking forward to later this month where we’ll be sharing more about our campaigns with Ladbrokes, SuperCasino and Jackpot 247. We’ve also set our sights on hosting our own in-person event in the next year which is something completely new for us!

Connect with Jasmine on LinkedIn

Connect with Jasmine on Twitter

What do you recommend for agency brand development? Let us know in the comments below!

Beth Hellowell
Founder of Women in Agencies and co-founder of Signify Digital. Mother, social media scroller and frequent pasta eater.