What inspired you both to go into business together and set up a new agency?
Simmons: Having founded and run The Big Kick for ten years and then sold out, I was keen to get back into agency life once my restrictive contracts had expired. I worked with Nicola during my tenure at The Big Kick and knew what an outstanding talent she was. We came together in 2012 with a view to joining in partnership. The opportunity was, as they say, too good to be true. I was able to bring all my business experience to the table which meant we could clearly avoid many of the pitfalls into which new businesses fall.
Rodrigues: I was already writing a business plan for my own agency when I received a call from Debbie about a new business opportunity she had in mind. We met and after our first discussion together, I instinctively knew we could both add different strengths and learnings to make our agency a success.
Was it in your career plans to set up a business?
S: I always knew I wanted to run my own business. I think generally I was not good at working for someone else. When I first left university I set up a business selling pies to local pubs. I didn’t have a clue what to do but I managed to sell more than 5,000 pies. I only stopped when I was offered my dream job working in marketing for Kays Catalogue.
R: I have always wanted to set up my own business, but taking the first step was a big decision. I had written numerous business plans over the years, but it wasn’t until I decided to start freelancing and leave my last agency that things really started to take shape. The opportunity presented itself, and with the support of my family and encouragement from previous clients, I started to seriously consider it.
What have you been doing to put Incahoots on the map?
S: We’ve both worked very hard to make Incahoots a success. I think it’s important to be clear where you want to go and what an end game looks like. We know what Incahoots needs to deliver and we have both been very focused in making this happen. We have a strong proposition; we work as if we are a part of our client’s marketing teams. We try to add value with all we do because of this many of our clients have come through recommendations so our new business win ratio has, thankfully, been good.
Does the business, and its clients, benefit from having two female event professionals at the helm in your opinion?
S: I think that having two women in charge gives our agency a good team feeling. Nicola and I are both aware of what some females have to juggle in their lives with kids, homes, elderly parents etc. And I think that makes us a caring company. There’s a good mix of employees at Incahoots, young and old, male and female and I think all of our staff would say Nicola and I treat them extremely fairly.
R: I think we have struck the fine balance needed to run a successful agency and between us can prioritise different needs of the business, offering complimenting skill sets and strengths. Having both worked from the ground up, I think together Debbie and I can offer clients our varied experience, and to our team, mentoring and support, as well as the essential understanding of the need to achieve a work life balance in this fast-paced demanding industry.
Have either of you had role models or mentors who have been instrumental in where you are today?
S: I have learnt lots from all the people I have worked for. Some good, some bad. But I think the people I have learnt the most from have been my clients. Several of them, like Miranda Sambles at Mars Petcare and Sally Cowdry at Camelot, have shown me how to lead people and get the most out of a team. I am in awe of these first-rate clients who lead their departments and agency teams, analyse data, commission research and put products into the market.
R: I have always looked to previous line managers as my mentors – role models I could learn from, but share a mutual respect. In my early career I worked for some strong-minded business women, who passed on their experiences and influenced me and how I wanted to shape my career, giving me the encouragement to fulfil my career ambitions – in particular, Jo Birch and Pat Reading.
Closer to home, but most importantly, my mother. She may not work in marketing, but she taught me the fundamentals about being true to what I believe, having strong moral ethics in the work environment and treating everyone with professionalism and respect (whatever level you are). It has served me well and I have never had any regrets by sticking to her pearls of wisdom.
Are there any pieces of advice or particular job roles have been beneficial to your careers?
S: Meeting Nicola was a real stroke of luck. I also think I have benefitted from working on huge brands like Walkers and McDonald’s where I was able to be involved in all aspects of their marketing mix. I’ve been working for 30 years in marketing and all that experience informs my decisions and I believe helps me to be very credible in front of clients.
R: I am a strong believer in fate and things happening for a reason, so have always followed my gut and taken a leap of faith if something does not feel right. If you are passionate about what you do, you will feel motivated to give your work 110% and your hard work pays off. People do notice and your talent will naturally be recognised. This is how most of my career opportunities arose and how I ended up running my own business with Debbie today.
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