Frede Spencer is the founder of Twenty Twenty Agency, a London based creative agency representing a multi-disciplined group of visual artists. The world of creative media is fast-paced and ever changing so we did a quick-fire Q&A to see what we could learn from a seasoned pro.
BY ELISSA ROSE
What do you think is the single most important aspect in getting your photographers to work in the current economy?
It’s all about exposure – I think Instagram is the most powerful and important tool photographers have in today’s market.
How do you select the artists you work with?
We look for artists that fit with the rest of our roster. This is based on genre but, to a greater degree, their look and feel. We are no longer strictly a photographic agency so it’s even more important that the artists we choose feel as if they ‘belong together’ across different media etc.
How important do you find networking to be when growing the popularity of your brand?
Networking is very important – a successful business is in part built on the relationship it has with its customers.
How important do you perceive the role of social media in generating awareness of your artists?
It’s fundamental – as an agency we invest a lot of time on social media and recommend others do the same.
How much of your role revolves around the sales aspect? Do you find that generating new business is a large part of what you do?
A large part of my role revolves around finding new clients. The UK (and European) ad market is forever shifting, and brands are constantly moving from one agency to the next. We therefore have to be always making new connections as well as maintaining the relationships we have already.
“I believe the future is a place for hybrids – where look and feel speak louder than medium and genre.”
Is there anything you wish you had known from the start about creating a business?
That everything takes a lot longer than you expect!
What advice would you give someone looking to start a company?
Spend half your time getting to know your clients – go for coffees, drinks etc. Go to industry events and meet as many people as you can. Spend the other half of your time actually setting it up.
Please click on images for artist credit