Sharon Richey: Building A Network Of Agencies Around The World

Describe yourself in 50 words or less.

I live life at full throttle; I work hard and play (relatively) hard. I strive to be positive, open and considerate in how I interact with others, but I’m also confident, tenacious, energetic and straight-talking. You have to be in this industry.

What are you currently working on?

Summer is here and that’s always a very busy season in the world of experiential marketing. As an agency we’re currently working with a wide range of top brands across multiple sectors, using the power of live events and the influence of communications to deliver unforgettable brand experiences.

I’m also personally focused right now on growing a global network of like-minded agency partners for BEcause. This has been a long-standing ambition for me, and it’s now coming to fruition.
I believe good partnerships should, and can be, a win-win for both sides, and I can confidently say that there will be a significant value exchange in our global partnership proposition. Agencies supporting one another to grow faster just makes brilliant sense.

You’ve just launched this pioneering scheme for experiential entrepreneurs looking to fast track business growth. How does it work?

Growing an agency is often a slow and organic process, and it can be far from easy. Being an independent has its merits but it’s also only possible to go so far on your own. BEcause’s global partnership service aims to help ambitious owners of independent marketing agencies around the world to boost their profits and fast track growth.

This opportunity offers the right agencies the chance to tap into our experience, operating systems and client networks. It’s a pioneering offering, and we’re being very selective about who we work with, opening this up to small and medium-sized agencies on an exclusive market basis. Chosen partners will receive a host of invaluable experiential tools, templates and assets, as well as marketing support and leadership mentoring.

I’m in talks with a number of potential partners currently, and these are either specialist experiential agencies looking to grow faster, or other types of marketing agencies interested in adding experiential to their service mix. There’s been a lot of interest so far in what we’re offering. The key for us is finding entrepreneurs who share our culture, style and ambition. The right chemistry and cultural alignment is essential.

Why did you decide to pursue your dream over somebody else’s? What made you say it’s time to become an entrepreneur?

I was born entrepreneurial – I’d started my first business before I was 10 years old, and had organized a beer festival in my parents’ garden aged just 15! I’ve never considered working for someone else; it’s just not for me.

In business over the years, I’ve learned that one of my best skills is that I’m very secure in who I am. I’m also honest with myself about what I’m capable of and what I’m not so good at either. I’m happy to give credit to others, and to openly acknowledge that I’m not the strongest in every area. This has been invaluable in terms of making me a fair, firm and fun leader and this approach has allowed me to achieve my entrepreneurial ambitions by now being at the helm of a strong team.

What were the biggest challenges you faced on your entrepreneurial journey?

When I first moved to the UK from South Africa in the early 1990s, I was a stranger in a foreign country. I had no network of friends or family to provide me with support or to help open doors for me, and it was also before the age of Google, so I didn’t have that invaluable tool to fall back on for quick answers either.

In those days it was quite rare to work for oneself, but I didn’t let that deter me – I just put my head down and worked hard for many years carving out a strong reputation for myself in the UK. Despite being out of my comfort zone I ploughed on, and tried not to overthink things.

As a person I’m very action-orientated and I don’t tend to pontificate or strive for absolute perfection – I just focus on what needs to be done, and do it. The accumulative effect of this approach is that each and every day sees our business grow a little bit more.

While there are many programs that encourage women to become entrepreneurs they are still underrepresented in this field. As a former winner of BT Business’ Female Entrepreneur of the Year, what do you think is the most crucial factor to get close to a solution on this matter?

I don’t agree with this point; from my perspective there are now many platforms that support the work, commitment and drive of female entrepreneurs. That being said, I feel that the one key factor that works against many women in the UK is the cost of childcare; this can prohibit a lot of talented women from returning to work after having a child.

But the opportunities are there for women, and it’s all about striking a balance to achieve your personal goals. I’ve managed to accomplish a lot in my career, and continue to do so, because I am able to draw on the support of fabulous teams, both at work and at home.

What trends would you bet your money on? And how will they influence everyday life?

Technology is now a golden thread woven across our lives, and with this we are seeing less separation between the real world and the digital world. This is only going to continue, as technology becomes more integral to our daily existence.

Programmatic marketing is just one example of this, with software working seamlessly behind the scenes to make choices of us all based on constant analysis of our purchasing and consumption behaviours. This has now become the accepted norm.

But the swift rise in technology’s advancement is also opening up many more doors for us at BEcause to extend the scope of our experiential marketing activity even further – virtual reality and live streaming technology are both transforming the way in which live brand experiences are being delivered and their potential global reach. Live events will continue to crossover to a greater extent with the digital and the virtual, and more innovative and memorable methods will continue to be sought to engage and forge strong emotional bonds with consumers.

Do you have a hero? If so, who and why or why not?

I don’t have a hero but there are many people in my life who I admire for different reasons. These are personal to me, but I certainly am influenced by positive personality traits that I see in others.

7 years from now, where do you see yourself?

I hope to be playing a key role in mentoring the next generation of experiential entrepreneurs, and passing on the skills that I have learnt throughout my career. There are lots of things I wish I’d known sooner.

Our global partnership scheme lies at the heart of this ambition – it’s the perfect platform for me to act as a mentor, to share my journey, and to help to fast track success, which is particularly important when speaking with Generation Z marketers who expect and crave immediate results.

What advice would you give first time entrepreneurs?

Nothing in business worth having comes easily; if you want to be successful, you have to work for it. When first starting out, be sure to write a clear one-page action orientated plan to focus your mind, and then work in short sprints to achieve multiple quick wins. Not only does this boost morale but the accumulative effect will equate to something big after a period of time.

It’s also important to remember that, while the business’ KPIs for success may be clear in your mind, you also need to take the time to make sure those around you have sight of what success looks like and the specific part they play in making it happen. Be sure to take the right team on your journey with you too, and remember to share the glory and the rewards. I’ve always worked hard to attract and retain the best people, and I know that nothing beats quality talent.

I’d also encourage first time entrepreneurs across all industries to be guided by good principles in their business endeavours. Work out what matters to you and stay true to what you know is right, and in the long run you will come out the better for it.

Any final thoughts?

I’m excited about the opportunity to work with like-minded entrepreneurs across the globe. Building a network of agencies around the world will allow for invaluable knowledge sharing and added value to international clients, and that’s beneficial to everyone.

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