INTERVIEW: Leeds based digital marketing agency on AI, breaking norms, and more

As part of our 2024 Innovation Week, in association with Innovation SuperNetwork, we sat down with the team from Leeds based digital marketing agency Another Concept, to discuss how innovation plays a part in the industry and how emerging technologies such as AI will help marketers streamline the process of creation. Read on to find out more…

First things first, what does innovation mean to the team at Another Concept?

Tom: Innovation is at the heart of everything we do. We consider ourselves to be a ‘digital marketing agency with a difference’. As a result, we’re always looking for ways that we can challenge the status quo. 

We believe that most marketing agencies are too stuck in their ways. They follow a certain process because ‘that’s the way they’ve always been done’. But, this means they haven’t considered whether there’s another way that’s faster, better or more accurate. 

For us, innovating means challenging the way things are done. This means finding new efficiencies and improvements that offer better results and greater value for clients. 

How does the agency encourage and foster innovation within the marketing industry?

Alex: Now is an exciting time to be involved in the marketing industry. Google is launching new products and redefining its algorithm, while AI tools and large language models are changing the way we work. 

We believe that the companies that embrace these changes, adapt their offering and continually innovate, will provide the highest level of value for their clients and will rise to the top of the industry. That’s why we’re so focused on finding new and innovative ways to overcome problems. 

By being an early adopter of new technologies, we believe that we can provide the highest possible level of value for clients. Also, by continually innovating and making incremental improvements to the way we work, we believe that we’re maximising results for clients and ensuring that we’re always using their marketing budgets in the best possible way. 

Of all the technological innovations we’re seeing dominate headlines, which is Another Concept most drawn to embrace?

Marcus: At the moment we’re looking at how AI can help improve our offering. As part of this, we’ve recently started to trial a tool called ‘Keyword Insights’. This removes a lot of the more manual elements of time-consuming tasks such as keyword research. 

With this, it allows us to complete the process much more quickly (although of course we still conduct manual checks to ensure accuracy).

Ultimately, we believe that by automating many of the more manual or process-heavy parts of our jobs, we’re able to spend more time strategising and gaining genuine insights. This means clients receive a lot more value.

What can you tell our readers about Another Concept’s plans for the remainder of 2024?

Rich: 2024 is set to be a big year for Another Concept. In April, we’re moving into our first permanent office space at the bottom of the Calls in the centre of Leeds. In the second half of the year, we’d like to grow and make our first hires.

Of course, we’re also on the lookout for new clients and since our official launch back in October 2023, we’ve gained several new clients who we love working with. But, we do have the capacity for a couple more. Get in touch if you’d like to discover what we can do for you!

This article is part of Bdaily’s 2024 Innovation Week, in association with Innovation SuperNetwork.