Why an Industry Reputation Will Help Your Startup Succeed Advertising doyenne Nikki Lewin reveals the importance of personal brands, living your values and finding your niche in the market.

PLAYER: Nikki Lewin

COMPANY: Alphabet Soup

AWARDS (2017): MOST Awards Winner of Traditional Specialist Media Agency; MOST Awards Runner-up for Media Agency of the Year; the Adfocus Media Agency of the Year Finalist

MEDIA BILLINGS: R100 million annually

LAUNCHED: 2000

VISIT: www.alphabetsoup.co.za

Q. Why did you choose entrepreneurship over a corporate leadership position?

The decision to start my own business was part of my DNA. In 1999 I was offered two media director positions of multinational agencies. I knew I wanted to make a difference and be in control of my own destiny, and that meant launching my own business instead of joining another big multinational.

It basically boils down to a couple of key factors — your appetite for risk, self-belief and knowing why you would walk away from the safety net of a guaranteed income and a defined job spec.

Q. How are you competing against those same big multi-nationals?

When I launched Alphabet Soup I believed there was a market need for specific boutique offerings. I'd been in contact with numerous clients who wanted to work with uniquely South African companies and keep things local.

The more market research I did and the more I tapped into my network, the stronger I became of this conviction. It's important to do that legwork before you start anything, and my experience in the industry gave me the insights I needed to be confident in my decision.

That same research revealed that we needed to offer our clients a complete, 360-degree solution, and so we created an agency that covers all aspects of advertising media — from strategy, planning and media owner negotiations, to market analysis, below-the-line, promotions, sponsorships and digital media. We also have clients that need media placements throughout Africa, and have since branched into that field as well.

This broad focus, our independent positioning, and the accolades we have received over the years allow us to be competitive, even though we are relatively small in comparison to many of our competitors. You don't have to be big to be the best. You just have to punch above your weight.

We don't aim to be the biggest agency, just an agency that delivers intelligent and professional media solutions. We do this by ensuring we are completely up-to-date with the latest strategic thinking in our industry, and we invest in staff training. It's up to us to be able to educate, inform and guide our clients through key media knowledge.

Q. How important are awards?

The topic of awards centres around whether they add real value to the business or not. In some cases you are nominated, in others you need to choose to enter. It takes time and effort to enter awards programmes, so there needs to be a strong business case for doing so.

We've found that the whole process — particularly winning — builds the agency's reputation and is good for staff morale. For me however, it's just one component of the journey.

Client longevity is critical and becoming an intricate part of their business is more advantageous to the agency's success than any award. That said, awards do lend credibility to your brand if a client hasn't worked with you before, but referrals and word-of-mouth will ultimately lead to business.

Q. The MOST awards are about peer recognition. How important is this and why?

I have always set high standards, both personally and for my staff, and the same applies to media-owner interactions with clients. Our relationships with our media partners are based on integrity, respect and a mutually-beneficial relationship that relies on a cerebral output in order for our clients to have successful campaigns.

We have placed in the top three for the past ten years at the MOST Awards, and it was obviously great to win in 2017, but awards should never let you rest on your laurels. You can't take past successes for granted. We need to continue to focus on building key relationships in all aspects of media.

Q. How important is a personal brand in building your own business?

My personal brand and business brand are essentially the same. I try and live to the values that are key to me and those that I try and teach my children.

The values of respect, honesty, trust and integrity are paramount in my personal life as well as within my business. No matter where you are or what you do, people are always going to form an opinion about you.

My view is that you need to make sure it counts. Stand up for what you believe in, live with passion and make sure you have educated and informed opinions. It's important that people know where they stand with you and I generally am pretty forthright in my opinions.

Q. How do you separate yourself from the business brand, so that clients want to work with the business, and not just you?

After 18 years in the market, Alphabet Soup has become a brand in its own right, no longer "Nikki Lewin's agency'. I'm just one part of it.

I have a supportive team and we have earned our reputation with clients. I'm still always available to clients though, and I'm intricately involved in every aspect of the business.

To be successful you need to have your finger on the pulse of your business. I have always believed in keeping my work life and personal life separate in order to try and achieve a balance.

Of course, this is not easy with two young children. Fortunately, my husband was in the advertising business early in his career and is incredibly supportive, while running his own retail and travel business.

Q. Is it important to build a reputation in the industry before launching your own business?

I believe your reputation starts with your first day on the job and every interaction you have thereafter. It's up to you how you manage that reputation.

Respect is earned and if you are passionate about what you do and what you believe in, that transpires into your own DNA.

If you've built a strong reputation, this will obviously give any new venture you embark on added credibility, but you can build your reputation as a start-up as well. You just need to be consistent and hold true to your values.