Creativebrief Founder & Chairman Tom Holmes talks to Mike Leeson, Managing Director of Golley Slater Advertising Birmingham.
Mike Leeson, Golley Slater
Mike began his career in design, before moving into Client Services at Saatchi + Saatchi where he worked for seven years.
Joining Golley Slater as an Account Director in 1995; he worked his way through the ranks to become Client Service Director and then to Managing Director.
During his time at Golley Slater he ran the prestigious Army account for its entire 12 year tenure, Mitsubishi Motors, and the bulk of the Agency’s work for the Government.
Mike sits on the main Council of the IPA where he has been Chairman of the Regions and was recently re-elected to the position of Honorary Secretary.
TH: Firstly Mike, what does the Birmingham brand stand for?
ML: Hard Work.
A view driven by its industrial past, and industrious present.
TH: What are your views on Birmingham’s marketing to date?
ML: I think the ‘Birmingham Made Me’ was genius. It echoes neatly the answer to question one. But, like all good ideas, it should form the mantra of all businesses in Birmingham..it should appear on all of the websites, packaging and comms emanating from all businesses based in Brum. The probability is that it won’t though…because the moment has gone. I would have liked to see a big Stakeholder engagement programme to get businesses to buy-in to it.
TH: How do you think Birmingham should position itself?
ML: A city borne from Hard Work.
The problem in the past is that it has had the ‘Second City’ label…when really it isn’t. Probably Manchester is. But Manchester has created a whole cultural and eco-system to reflect its brand. Plus it has a much more potent media profile.
TH: Are the city’s brand values reflected in your own agency culture?
ML: Probably – but more by accident than design.
TH: Does being based in Birmingham influence your creative output? If so, how?
ML: Not really. Regional agencies have had to be pretty dextrous and fleet-of-foot- and being in Birmingham is no different.
TH: What makes your agency offer different?
ML: All agencies are largely the same. The only difference is the people and their clients/the work they do for clients.
TH: Why should clients consider sourcing work from Birmingham agencies?
ML: There are some great agencies in Birmingham – some many years old but still going strong. Some fresh start ups who are producing some really inventive and creative work for their clients. The problem for Birmingham agencies is that London is pretty close – and they must be able to offer something more than just a cheaper day rate.
TH: What sort of clients do you want to attract?
Any client who provides us with the opportunity of stretching ourselves…intellectually and, if necessary, physically.
Mike Leeson, Golley Slater
TH: What work have you done recently makes you really proud?
ML: I guess our 12 years of working with the Army is about as good as it gets. We won lots of awards and, more importantly, lots of friends. They were a very fine client.
TH: What Birmingham brands do you most admire and why?
ML: Aga (not really Birmingham but….). A product designed by Gustaf Dalen in 1922 despite being blinded a number of years earlier. I love the way the brand continues to evolve and stretch. It’s still a must-have for all aspiring types – including me.
Better still they use Midlands based agencies – when they could easily default to London.
TH: Are there any local marketers who have inspired you?
ML: Our Army clients – all of whom have seen active duty, and all of whom inspired us throughout our 12 year tenure.
TH: What business would you most like to win?
ML: Don’t have a strong view – just so long we can help develop and grow their business, and in doing so they can help develop and grow ours.
TH: Thanks Mike.
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