Jilly Cosgrove
Jilly Cosgrove is the Owner, Founder and Managing Director of one of Birmingham’s longest established creative communications agencies, Barques.
She is passionate about supporting businesses of all sizes to grow through first class design, digital and communications services, as well as working on behalf of a host of local charities and good causes.
- Tell us a little bit about your business…
We’re an independent creative communications agency based in Birmingham’s Jewellery Quarter.
Barques started life in 1989 as part of an architectural practice, where we delivered graphic design and printing services, so we’ve always worked within the commercial property sector.
Over the years we’ve embraced technology and (many!) changes within our industry to evolve into an agency that specialises in all things design, digital and PR.
Today we work with businesses of all shapes and sizes, and across a wide variety of sectors – with many of our clients having retained our services for several years.
We also proudly support several charities and good causes, from Birmingham Children’s Trust to Property for Kids.
2. How did you get into the industry?
Quite by accident! I thought that accountancy was my profession but I fell into marketing.
I’m glad I did, as those that know me well will say that my character is much better suited to marketing than it ever would’ve been to accountancy!
When I was younger I took a keen interest in business studies, which undoubtedly stood me in good stead for establishing my own business.
3. What are the biggest opportunities and challenges in your industry?
There are opportunities everywhere.
We’re fortunate to work with a fantastic group of clients and our relationships are very much based on a sense of trust and partnership. Working closely together has enabled us to add value but it’s also led to us being commissioned for projects far beyond the initial scope of work.
The future clearly lies in digital. Everything we design, develop or write is now done with digital in mind and I can only see that trend continuing in the future.
Challenges? One of the biggest challenges for any business is in attracting and retaining talented people. We are only ever as good as the people who work for us.
4. How would you describe your leadership style?
I hope I lead by example and I’m not afraid to be ‘hands on’ when the situation calls for it.
Over the years, I’ve tried to create an environment at Barques where people who are motivated and hardworking can develop their careers. I’m not a micromanager, I trust our team to do what they do best.
5. How do you get the most out of the people who work for you?
For many years I would never give a task to someone that I couldn’t do myself – although that became increasingly difficult when it came to design, as while I’m creative, I haven’t got the skills of a designer.
Nowadays it’s more a case of never asking someone to do something you’re not willing to try yourself!
6. What are the most crucial elements to your business running smoothly and being successful?
People. Having the right characters within our building is the be all and end all.
We have a tight knit group of 17 people where everyone relies on each other, so it’s crucial that we work well together and work hard. But we also like to make sure we have lots of fun doing it, too!
Each member of our team is highly skilled in their own right but it’s our ability to deliver projects in unison which makes the real difference.
We focus on delivering the best service rather than securing accolades for our business.
Time and again our clients tell us that they value Barques because we make things easy for them.
7. How has the past 12 months been for you?
A little challenging in so much as trying to recruit the very best people to join the Barques family.
We know that recruitment has been a challenge for clients in several sectors and our industry is no different.
More positively, we’ve delivered memorable projects for some fabulous clients, including a rebrand and new website for Ardent Management, an outstanding PR campaign for GeoSmart Information and a whole host of design, digital and communications projects for the likes of Evac+Chair and Hortons’ Estate Limited.
8. What will the next 12 months look like for your business?
We’re ambitious and we never stand still, so we’re keen to continue to develop our service offering and explore partnerships with new clients and in sectors we haven’t worked in before.
We are also continuing to build a senior leadership team to take Barques forward in the years ahead, so our focus will be on preparing for the long-term future.
Fundamentally though, we’ll be doing the same as we’ve always done – looking after our fantastic clients.
9. What are the highlights of your career so far?
I’m incredibly proud of Barques’ longevity. The marketing sector is notoriously challenging to navigate and we have seen a huge amount of agencies come and go in the time we’ve been in business.
Many of my personal highlights are connected with the charities and good causes that I’ve been honoured to be a part of over the years – particularly as chair of Property for Kids (PFK).
In 2024 we’re celebrating the 20th anniversary of one of PFK’s most popular events – the BRENDAs. We’ll have a packed house full of representatives from the commercial property and construction sectors, who really are some of the most generous people you could ever wish to meet.
Being a director of the Trust that established the Jewellery Quarter BID is also something I’m proud of and I am still actively involved in our local area as part of the Raise the Roof campaign to secure funds for urgent repairs at St. Paul’s Church.
And in this month of International Women’s Day, I recall fondly the day I became Midlands Regional Chair of Women in Property (WIP) in 1997, going on to become National Chair two years later.
My mantra at the time was for us to strive for a future in which we would not need to have a group such as WIP and that our objective would be to work alongside our male counterparts in the industry (who I must say were extremely supportive of women in the industry at the time).
WIP is still in existence to this day but I am pleased to say that it’s more of a platform to inspire success now and its rewards are founded on merit and expertise, rather than gender.
10. What’s the biggest business mistake that you’ve learnt from?
I’m sure I’ve made many mistakes in the last 30 years or so but I’m not one to dwell on them.
We can waste too much time looking back on what we could have done rather than focusing on what we can.
Much like our city’s motto, the way ahead is “Forward”!
11. What’s the best piece of business advice you’ve been given?
I remember a colleague once telling me: “Listen and learn, this is all free!”
We often don’t realise just how much we pick up from our peers and it really does set you up for life.
If I was young and starting my career again, I would want to watch, listen and learn as much as I can from others. It costs nothing to heed their advice.
