Spotlight on: Carden Rowe
Who are we speaking to today?
It’s me Tom. You emailed me! Lol. 😊
In one sentence can you describe what you do?
Help businesses get more customers; ideally we acquire them for less and they spend more. It’s important to be creative and engaging. Everyone’s doing this stuff; so, it’s got to be good to get noticed. It needs to get measured. Fyi - not all marketers are Charlatans.
Can you tell us about the inspiration behind starting CardenRowe? What inspired you to take this entrepreneurial path?
I started CardenRowe because I had the confidence, that I could help businesses win more customers. In corporate life there is lots of talking and not much action. At CardenRowe we don’t have that issue, we have others though!
Working closely with prominent agencies like AMV, Saatchi & Saatchi, Wunderman Thompson, and Ogilvy must have been an enriching experience. How did those experiences shape your approach to founding and running CardenRowe?
It was a fun time, particularly launching BT Sport which involved meeting a lot of sports people which was very exciting initially. There’s a reasonable number of opinions and politics, which could sometimes take the shine off it.
Can you share a moment or experience where you felt particularly proud or fulfilled in your role at CardenRowe?
When I was leaving one of the client team said to me “You’ve never met him, but my Dad wanted to thank you for what you’ve done for me”. I think she felt valued; getting everyone on board and pulling in the same direction is obvious, but often not done.
More selfishly and being competitive, I get a kick out of getting clients better results than they had before. We setup a monthly score board to understand how things were before and then we beat it. It’s good for accountability purposes and usually helps justify the agency fees.
What are the challenges you’ve faced as a self-employed and how have you overcome them? Are there any shared values between CardenRowe and Better Space that you've found particularly beneficial in your work?
I have made some new friends at Better Space, albeit too slowly. I am probably quite shy, but once we’re acquainted, I am a hoot. Promise. There are lots of entrepreneurs here who face similar challenges. Common ground brings people together. The empathy is real.
I am also a big advocate of Better Space. I have referred a number of people and companies, who love it too.
Employment aside, I think wellbeing is a balance of sleep, nutrition, exercise and socialising. Don’t overthink it though.
Can you share any collaborative projects or initiatives between CardenRowe and Better Space that have been impactful or meaningful to you?
I initiated Blokes Lunch after a jokey conversation with Gabriella and Cheyenne and I am increasingly proud of it. It is a simple initiative, bringing people together self-employed blokes and I feel responsible for making it a success. Last time I got very nervous! Our next one is in April and we’ve already had about 30 sign ups. Sign up here 😊 . I’ve got TikTok coming to do a talk about the proliferation of the platform. There’s lots of research and literature concerning isolation of blokes and self employment in particular. It’s important work, also people from our last meeting are working together which is really fulfilling.
Collaboration often plays a significant role in the success for a start-up. Your philosophy emphasizes the importance of people in shaping an organisation's success - are there any partnerships or collaborations that have been particularly meaningful for CardenRowe? (perhaps with other members/network at Better Space)
I have a very good (and tax efficient) relationship with Haroon from Cigma Accounting. This has had tangible and intangible benefits! General chit chat with everyone is good for morale too and not to be underestimated.
As a man leading a business in marketing, what advice do you have for others aspiring to make an impact in the digital realm?
Don’t do it! It’s saturated enough. Whatever you do – care.
What does it mean to be part of the Better Space community and how can we support you?
I think I would be a bit lost without the Better Space office. I could not work from home in our flat, that would end in divorce or worse. The team at Better Space are very personable. I think this in person charisma could be used more to facilitate opportunities and ideas. It’s a compliment guys, I promise.
What is your favourite local business in Islington?
Big shout out to Zaffrani’s in Islington. Family run curry house - would recommend.
How can people contact you?
You could be very brave and talk to me in person. If not email me on tom@cardenrowe.co.uk