“You can’t connect the dots looking forward; you can only connect them looking backwards. So you have to trust that the dots will somehow connect in your future.”
– Steve Jobs, 2005
I know it’s predictable that a design agency is Apple mad, hence my use of Steve Jobs’ famous quote above (used during his address to Stanford University, 2005), but it really does offer an analogy for starting & running a business; the second-guessing, self-doubt, twists & turns – in other words, trying to make sense at the time is not always possible, but over time those ‘dots connect’.
Taking another ‘commonality’ with Jobs’ Stanford address, I was graduating from Nottingham Trent University the same year he made the address, even though my birth certificate confirms I was a mature student! My main driver for packing my pencil case (for the first time since 1990!) was a first step in creating a business…
So, as we celebrate Affari’s 5th birthday (my bank balance doesn’t have a commonality with Steve!), it seems the perfect time to take stock by looking at our journey; origins, successes, ‘challenges’ & future plans.
The first few dots, 2010 – 2012
The Affari brand is actually eight years old, with its first appearance in the form of an interactive magazine for Nottinghamshire Women in Business, the magazine enjoyed success with c20,000 circulation, an array of business distribution partners & a geographical coverage that saw the magazine go on to cover the topic of Women in Business across the Midlands.
One of those distribution partners was NBV, whom Affari have enjoyed a special relationship with since Affari was formed, and where we call home – NBV Enterprise Centre.
On June 1st 2012 Affari Media Ltd was formed, in the main owing to the innate design skills illustrated through Affari Magazine, enquiries began to build for that skill-set, and therein began the Affari Design House story… led by myself & Co-founder Ben Hankin.
In the early days SME logos, business cards & websites were our mainstay, and given we pride ourselves on engaging our clients’ targets it seems fitting to take you back to one of our projects from this time www.idoweddingsforyou.co.uk.
Project Brave, 2012 – 2014
During these first two years Affari broke into the world of Tech, becoming the main agency for Siemon – an Anglo American company which specialises in the manufacture and design of network cabling and coupling devices based in Watertown, Connecticut. Our next ‘big break’ came thanks to an introduction to Fujitsu by Siemon.
This introduction was the catalyst for what would be exciting growth for Affari; awards, new team members & development of service offerings…however, we were met with a conundrum – throw our resource into the clear opportunities we had within the global tech sector or stay with what we knew in terms of the SME market, ‘Project Brave’ was born!
Something special is cultivating, 2014 – 2017
The decision was made to invest resource towards growth within our target sector – Global Tech. Affari’s Marketing Manager, Emma Gleaden, identified Growth Accelerator, a Government initiative that assisted England’s brightest businesses achieve their ambition and potential. Emma brilliantly led ‘Project Brave’ along with our Government appointed mentor.
The following 3 years 2014-2017 were witness to an array of signs that Project Brave was indeed the right decision, those dots were joining!
2014: Shortlisted for B2B Marketing award along with Fujitsu in the ‘Most Commercially Successful’ category
2015: Our very first employee Korie Cull promoted to Affari’s Board of Directors
2015: Korie Cull nominated by the business for Guardian Newspaper Rising Star award, going onto win!
2015: Affari awarded Fujitsu ‘Agency of the Year’!
2016: Our bid work with Fujitsu increasing their win rate from 1-in-10 to 1-in-3
2016: We reach over 20 fulltime staff. A team full of passion & talent
2017: Former Fujitsu Agencies Marketer of the Year Neil Berry joins Affari as Engagement Director
Continuing to connect those dots…
A term used often, but the World really is our oyster. We have our eyes on further service offerings, realising our full agency potential, additional office locations (in addition to our Nottingham HQ) & our innate desire to develop all things tech & creative…watch this space for our work on VR!
As we look to our next five years of growth, I take a step back, ponder & give myself & our whole team credit for what we have created. Affari’s culture is the one element of our story I’m most proud of, encompassing; passion, camaraderie, humbleness, pride, amiability, fun, responsiveness & quality. This culture will always be core to who we are & set Affari up for further success.
Our team is not only Affari staff but the full support we have, from clients’, partners & suppliers, so a BIG thank you, to all of you.
Happy birthday to the ‘Orange Gang’!
