Nikki Gooch
Nikki is the PR & Social Media Director at Gough.
Founded in 1936 Gough is a leading, independent, full service marketing agency, based in Bromsgrove.
- Tell us a little bit about your business…
As human beings we essentially operate on two-hundred-thousand-year-old software. Which means we are more often than not, driven by raw, primal emotions and the use of heuristics to navigate our lives.
Our world is understanding exactly that. Why people do what they do!
We apply this human led approach to the built environment ‘ecosystem’ including property clients, homes & garden brands and as well destination and visitor attractions.
For example, we work with the property team at expanding branded businesses such as Lidl and construction groups like Barrett. We also work with outdoor furniture brand Kettler and premium kitchen manufacturer Omega Plc.
Our destination marketing clients including Heights of Abraham and Visit Solihull.
The services we deliver include PR, social, content, creative, digital marketing and web.
What we’re really good at is decoding human behaviour to drive commercial success for our clients.
- How did you get into the industry?
I immigrated to the UK from South Africa in 2001. During my gap year before Uni, I got a placement in the PR department working for a hotel Group called Sun International which hosted the Miss World Pageant for a couple of years running. I continued to work for the company throughout my degree working on various events like the Million Dollar Golf Challenge and Miss South Africa, and when I finished my degree, I was offered a full-time position.
- What are the biggest opportunities and challenges in your industry?
Clients deciding to take more work in-house is a challenge for agencies. The uncertainty around global geo-politics and economic instability in an election year is a challenge to client budget commitment.
The opportunity for using AI and automation to a greater extent is truly huge and really exciting.
- How would you describe your leadership style?
I believe in leading from behind, a style often attributed to Nelson Mandela, based on the principle of empowering and enabling others to act. This helps to develop the potential of team members, fostering a collaborative and inclusive environment, and guiding the team towards achieving shared goals. It’s about inspiring and enabling others to take the initiative, make decisions, and lead, in their own right, collectively ensuring the growth and success of both individuals and our business.
- How do you get the most out of the people who work for you?
Maximising the potential of our team requires a combination of clear communication, support, empowerment, and recognition. By investing in the development and well-being of the employees, I can create a productive, innovative, and loyal team that is capable of achieving great results.
- What are the most crucial elements to your business running smoothly and being successful?
For our business to operate smoothly and successfully, we have a clear vision which guides all aspects of decision-making and operations. Effective leadership is key to motivating the team and steering the business through challenges, while sound financial management practices ensure sustainability and growth. The core of a business’s success also lies in offering quality services that meet customer needs, fostering customer satisfaction and engagement for repeat business. Clear and effective communication, the strategic use of technology, staying informed about market trends, and proactive risk management are also indispensable components.
- How has the past 12 months been for you?
The recovery from the disruption caused by the pandemic continued. We grew our core client base well ahead of budget, as well as brought onboard 2-3 new brands to the business. New business is the life blood of any agency, but we also remember to focus on our existing business too – which is why we have so many long-standing relationships!
We have a great team that all pulled together to deliver that growth in a healthy and sustainable way. We welcomed 5 new team members and have two hires ongoing.
- What will the next 12 months look like for your business?
We have an exciting new ‘North Star’ driving the business, a new proposition, brand and look and feel. We’re also moving to bigger premises in April and considering how best to get the balance right for hybrid working.
- What are the highlights of your career so far?
I had the opportunity to work for a number of tourism boards including Orlando, Bermuda and South Africa, which allowed me to travel and explore gorgeous destinations, and share them with media and travel agents to maximise visitation to the destinations. Winning two Golds at the PRide Awards a couple of years ago for a campaign I developed and rolled out was also a real highlight.
- What’s the biggest business mistake that you’ve learnt from?
Maybe not the biggest, but one that taught me the valuable lesson of checking your work and re-checking it again. I once sent out a run of 100 printed letters signed with my name and ‘Pubic’ relations instead of ‘Public’ relations.
- What’s the best piece of business advice you’ve been given?
“Find what you love doing and make it your career. Passion fuels perseverance, which is essential for long-term success and satisfaction.”
