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In conversation with
Charlotte Williams
Founder of SevenSix Agency
Introduction
Introduction
At a time where brands across the world are engaging in conversations about diversity – some authentic, others performative – it makes sense to spotlight an agency founded on the principle of inclusion.
SevenSix is a social media and influencer marketing agency with a focus on diversity and inclusion. Its founder, Charlotte Williams says: “There are a lot of brands that see diversity as a trending topic rather than a social norm. We are always armed with stats and figures, along with an incredible influencer selection, to help change mindsets”.
Having worked with brands like Proper Corn and Allplants, Charlotte launched SevenSix’s Influencer Network, representing diverse talent and connecting brands with some of the best BAME content creators worldwide. We spoke to Charlotte about diversity, community building and what makes a good client.
Question and Answer
What brands do you remember being drawn to growing up?
I grew up in suburban Hertfordshire and vividly remember loving, Miss Selfridge, Miss Sixty jeans and any Hello Kitty accessory I would find in H&M!
Having worked for both global companies like Sanrio, and London-centric brands like WAH Nails, how has your experience informed the way you approach marketing?
I’ve always been community focused. I properly started my career working for an eLearning company where I headed up marketing and events – no matter what the job has been, I have always tried to involve education, networking and supporting your community where possible. Real fans won’t just buy your products but will also market them for you if they truly believe in what you’re selling.
As a digital marketing agency with diversity, inclusion and responsibility at its core, how does your storytelling approach differ to other agencies?
Firstly, our team is different than most agencies I’m aware of in the UK – it’s currently made up of all Black, all working class females. We also have an extremely close relationship with the majority of the influencers we work with. As we already know their interests and backgrounds, we’re able to pair them with brands easily and help them tell their story.
“A good client is somebody who understands that everyone is different and everyone may have a different take on their message so they allow the content creators to have some ownership of the storytelling process.”
At Sonder & Tell we sometimes come up against brands that want to “communicate” something as part of their story (e.g. sustainability) that’s not actually an authentic representation of their brand. Your digital marketing agency, SevenSix, is rooted in championing diversity and inclusion. Do you ever face clients wanting to create a “diverse” campaign without making it a value of their business and how do you approach that?
There are a lot of brands that see diversity as a trending topic rather than a social norm, which is always interesting to encounter. We are always armed with stats and figures, along with an incredible influencer selection, to help change mindsets. We also do our research on the internal structure of the organisations we work with and offer diversity consultancy when needed.
What makes for a bad client? And a good one?
I think we are yet to have a “bad client” but I would say it’s someone who refuses to accept input and wants to do everything their way. A good client is somebody who understands that everyone is different and everyone may have a different take on their message so they allow the content creators to have some ownership of the storytelling process.
What’s a favourite campaign you’ve worked on?
We’re currently working on it! We’re working on an educational campaign with a dating app around Black Lives Matter, anti-racism and what not to say to POC on a dating app. We hosted an incredible focus group earlier this month and we are so excited for the piece to go live in a few weeks time!
What three questions do you always ask when building a campaign?
What’s the story?
What are your objectives?
What is your budget?
You recently launched the SevenSix Influencer Network, which connects brands with some of the best BAME content creators globally. Who are some of your favourite storytellers?
We work with some of the most incredible content creators. I am personally loving content from @freshlengths and @glow_with_ola for all things beauty.
How did you go about branding your own agency? How would you describe SevenSix’s tone of voice as an agency?
Andreas Brooks created our logo and helped with our brand colours, we went for a neutral earthy palette. I’d say our tone of voice is relaxed, confident and informative. We want everyone to feel like they can be part of our family but know that if they need it, we’ve got their backs!
Charlotte's Storylist
Books
- Influence by Sara McCorquodale
- Diversify by June Sarpong
Newsletters
- The Hyphen by Emma Gannon
- Courier Weekly
- Postscript London
- The Round Up by Women Who
- The Good Trade
Podcasts
- Sustainably Influenced by Charlotte Williams
- CTRL ALT Delete by Emma Gannon
- How I Made It Happen by Elizabeth Ogabi
Digital Platforms
- Thy Self
- The Work Club
- Money Medic
Websites
- Beautystack
- Love Jamila
- Antidote Street
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