Former 23 Red Regions MD Drakes launches social marketing business
The former managing director of 23 Red Regions, Stephanie Drakes, has launched a social marketing consultancy which has promised to reinvest half of its profits to social projects.
The agency, Social & Local, has been created as a Community Interest Company, which will aim to offer strategic services and training in marketing and communications.
The London Borough of Islington has already tasked the agency with work on its Climate Change Partnership while it has also help talks with Experian, the Centre for Health Communications Research at Bucks New University and national drug and alcohol charity Adfam.
Drakes left 23 Red Regions in February when the agency chose to close the regional office and concentrate on its business in London.
Drakes explained: “There are clear commercial reasons for the launch of this type of agency. On one hand there is certainly a gap in the market - the public & voluntary sector is facing huge challenges as a result of reductions in Government funding and must consider cost effective ways of delivering strong and differentiating marketing campaigns.
“On the other, Commercial organisations are under scrutiny with increasing demand for more sustainable and socially responsible business practices. And not to be underestimated is the passion of the team at Social & Local. We have all chosen this career direction to put our considerable experience and expertise to best use – for ourselves as much as the clients we will serve. It is a huge commitment and a huge driver.
“Initial response to the venture has been extraordinary, but then so little is known or understood about CICs. A CIC, Community Interest Company framework effectively allows for a business to be a business, but concurrently to make a firm, tangible commitment to supporting the well-being of society. To be a good company.
“I guess at heart I am an entrepreneur and the opportunity to become a social entrepreneur just made perfect sense in the times in which we find ourselves. It feels of the moment and it feels right. The big challenge was how to combine what I loved doing and have done for so long in the advertising and marketing world with a better, more fulfilling way of organising a business. Social & Local is the result.”
Social & Local has offices in both Nottingham and London.