We sit down with Jennifer Davidson, founder of Sleek, a leading experience marketing agency based in London with a global client base.
Davidson is known for delivering compelling, immersive events that challenge norms and inspire change. He shares the journey behind launching Sleek and discusses the agency’s core mission of creating meaningful connections through expertly crafted live experiences. From the motivations that sparked the agency’s founding to the values that shape its culture to its innovative approach to working with clients, Davidson offers insight into what sets Sleek apart in a competitive industry.
I’m the founder of Sleek, a full-service experiential marketing agency based in London, working with clients around the world.
We are known for our ability to create real moments that captivate audiences, challenge norms and inspire change. We pride ourselves on serving as a strategic partner for our clients, creating experiences that leave lasting impressions, creating authentic connections, evoking real emotions and delivering impactful events.
What is the main problem you solve for your customers?
We understand the importance of making meaningful connections and we believe well-designed events can effectively meet this need. Our approach involves a deep dive into a client’s strategy, values and goals to craft moments that truly resonate with audiences and produce tangible results. Through our comprehensive experiential marketing services, we create immersive live experiences that captivate audiences, develop compelling brand narratives and produce engaging content.
What motivated you to start your company – did you want to change the status quo or was it a gap in the market that you could fill?
It’s hard to believe that it’s been over a decade since I founded Sleek. Honestly, I wanted to shake up the status quo to bring a new perspective to agency life. Before taking the plunge into agency ownership, I freelanced for years and worked with various brands and agencies. During this time, I encountered a significant gap in the industry: a lack of transparency and real communication. Clients and agencies often spoke in code, and employee well-being and development seemed secondary to simply getting the job done.
What are your brand values?
Respect – This is the foundation of every department. We respect our clients’ businesses, including brand values, work styles, processes and budgets, and most importantly ourselves and our colleagues.
Versatile – It is important to us that we tailor our service to your requirements and budget whilst ensuring a high standard, regardless of the size of the event. Our customers always appreciate our flexibility.
Generous – We pride ourselves on being friendly, approachable and reliable, whether customers, partners or suppliers.
Resourceful — We love to be challenged and won’t rest until we find what you’re looking for. We are always open to thinking differently. from spaces and budgets to goals and schedules. Nothing is too much trouble. No idea is too big and no request is too unusual. If there is a way, we will find it.
Do your values determine your decision-making process?
In any case, our values are central to our decision-making process. We value working with clients who share our values, as they play a critical role in maintaining our team’s well-being and promoting a positive company culture. We seek partnerships with clients who understand the true role of an agency and are interested in growing together rather than just committing to one-off projects.
Is team culture an integral part of your company?
Building a culture of inclusivity, transparency and gender equality has always been my top priority. It’s not just about the end result; It’s about strengthening the team. I created a sense of ownership. With a focus on work-life balance, equal pay and initiatives to promote women’s health, we have created an environment where everyone feels valued and empowered. Our recent employee engagement score of 86% speaks for itself.
What are you doing to show your team that you value them?
Doing the bare minimum to be an equal employer was never an option for me and I wanted to address specific issues that I know employees face.
I am so proud that we now have a comprehensive set of policies and initiatives that focus on employee wellbeing at every stage of life. This really helps promote a culture of inclusivity and transparency. Here are some key examples:
Profit sharing: Sleek ties part of the profit to the performance of employees, thus creating further incentives for success and shared financial participation.
Work-life balance: Generous parental leave policies go beyond legal requirements and recognize the important role of parents.
Equal pay: Clear salary bands ensure equal pay for equal work regardless of gender. Rewards are awarded based on transparent criteria to promote accountability and ensure women are fairly compensated.
Gender Equality Initiatives:
Women in leadership positions:
Women’s Health and Wellness: Programs specifically address the challenges women face, including menopause and other health issues.
Do you believe you are speaking directly and clearly to your consumers when it comes to your messaging?
Yes, we believe our messages speak directly and clearly to our consumers. We recently completed a “Sleek Evolution” which allowed us to refine our approach to ensure our communications are straightforward and free of unnecessary jargon. Our goal is for visitors to understand what we offer as soon as they land on our website.
What are your views on inflation and interest rates – will you pass this on to your customers or will it take a hit on your margins and reward customer loyalty in these tougher times?
We always try to remain competitive with our prices, but pride ourselves on being fair in all areas. This approach may mean having a transparent conversation about how this impacts interest rates. As with all businesses, we must move with the times and do what is necessary to protect those we pay a salary to.
How often do you evaluate the data you collect and address your KPIs and why?
Often. Every eight weeks we meet as a board where each department reports on its KPIs. This all reflects our business strategy and goals. But regardless of meetings, we evaluate these data points daily to ensure clarity across all metrics. I believe this is why we have been able to build on our success so far, as we are very focused on providing clarity around our goals.
Does technology play a much larger role in your day-to-day business?
Yes, I think that’s how the world moves, of course, and as a service-based company with global customers, technology is a tool that we need to use. However, it also allows us to find more efficient ways of working, which ultimately benefits the customer’s bottom line. We also adapt to the needs of our customers and therefore often use different technologies for collaboration. We have a curious team that is always coming up with ideas and new technologies to keep everyone informed.
What is your attitude towards your competitors?
There’s a great quote from Henry Ford that sums this up: “The competitor to fear is someone who doesn’t care about you at all, but is constantly improving his own business.”
Our goal is to focus on ourselves and not be distracted by our competitors. Our goal is to do better work this week than last week and make this month better than the last — for no other reason than to continually raise the bar.
Do you have any advice for someone starting out in business?
I never expected success, and the feelings of doubt were a constant companion. However, my inner thoughts of “This can’t be done” only fueled my fire. The truth is that anyone can achieve anything they set their mind to. Our abilities are defined by nothing other than belief in ourselves. We should always try to perform with confidence and remember that every failure is an opportunity to learn and the harder we work, the closer we come to proving the doubters wrong.
Being the key decision maker in the company can be lonely and stressful. What do you do to relax, recharge, and sharpen your focus?
To relax, recharge, and maintain focus, I prioritize a few key exercises. I take Fridays off to ensure I have time to relax, reflect and spend time with my young son and husband. I also make it a point to exercise regularly, which helps me stay energized and clear-headed.
Morning is my personal time for reflection; I wake up early to read, journal, and enjoy the peace and quiet that sets a positive tone for the day. I value the time I spend with family and friends, especially when we go to the coast, as it provides a refreshing break from everyday life.
Additionally, I invest in continuous learning and improvement by using different trainers over the years. I listen to podcasts and read books in the car, which helps me relax away from screens. These practices are essential for maintaining my well-being and sharpening my focus.
Do you believe in the 12-week working method or do you develop much longer planning strategies?
We tend to plan on an annual basis but ensure progress is reported monthly. This approach allows us to remain agile, quickly identify any issues and make necessary adjustments to our strategy. By regularly reviewing our performance, we can refine our approach in real time and stay on track to achieve our goals.
I don’t believe there is a right or wrong approach to strategic planning — ultimately it comes down to what works for the company, the industry you’re in and the people doing it
What is your company’s sustainability strategy?
This year we partnered with The Bulb to develop our sustainability strategy. We take a step-by-step approach, starting with measuring our environmental footprint and then developing a plan focused on people, planet and partnerships. I am committed to equipping our team with the tools and knowledge they need to make a difference.
What three things do you hope to implement in the next 12 months?
Introducing Sleek Academy – We want to take our learning and development program to a new level by engaging an external ambassador to formulate more structured training and development for which we have badges and certificates. The ultimate goal is to make it an academically recognized course.
Fully Embrace the Sleek Evolution – We recently announced that we are evolving and becoming a full-service experiential marketing agency, expanding our service offering and reinforcing our commitment to creating authentic and memorable experiences. This will continue to evolve as we implement these new services and offerings to ensure our customers have access to the best possible event outcomes.
Year 1 of our 3‑year strategy in a nutshell – Our corporate year begins on August 1st, so we want to make sure we get there and get into the rhythm of our strategy across the board as we have just started our new year!
