How CEO Chris Jones led Space & Time’s pivot to become a ‘growth marketing agency’

Chief executive officer (CEO) Chris Jones played a pivotal role in this development, expanding capabilities and fostering client adoption in the most significant change in its 24 year history. While most in the industry anticipated a 4% revenue decline for 2023, Space & Time only continued on an upwards trajectory, doubling growth since 2018.

Client and industry diversification

Traditionally a property specialist, the past 12-18 months have seen Jones embark on a fundamental shift towards client diversification, leading the business to leverage its capabilities in new areas of opportunity.

Jones showed courage in breaking with 20+ years of tradition. Fromm typically seeing 95+% revenue from one sector (property), the new strategy has grown revenues in two core new verticals, e-commerce and health, while continuing to win clients in property and not diluting the agency’s traditional specialisms. Property now represents 72% of business revenue, reflecting a decreasing reliance on the fortunes of one industry, and significant revenue growth, making the business more relevant, profitable, and resilient.

A key part of that repositioning was to drive growth through new capabilities and legitimizing existing ones. Our tech division (officially launched in 2021 though part of our capability for over a decade) grew 19% year-on-year and is forecast to grow a further 30% in the next 12 months. Productizing our tech offering ensured we were being remunerated for this work that was typically being done for free or under-valued under the ‘media’ umbrella.

The pricing on the cake

Chris also revolutionized our pricing stack from time-based or agency commission pricing to productized, outcome-based pricing. Having the commercial confidence to commit to this model has produced agency-client partnerships that deliver value for both parties.

In 2022, Jones spoke at an event hosted by The Drum challenging agency leaders to protect their workforce from potential burnout by declining requests-for-proposals (RFPs) that were non-committal or that imposed intensive pitch processes that were draining teams that were already feeling the strain. We have been willing to say no to unprofitable client contracts, with an impact on financial performance and team morale. These combined initiatives, under Jones's leadership, have allowed the agency to buck the trend for agencies and grow revenues by 14% year-on-year.

Under Jones, the agency also gives back to the wider industry. He participates in multiple BIMA initiatives, as well as encouraging his staff to do so. Regularly featured on The Drum and facilitating roundtable events, Jones believes that we should look to advance our field collectively. These events include championing sustainability in the property sector and omnichannel implementation for e-commerce brands.

Access and sustainbility

Then there's making the industry more accessible. Initiatives in this vein include Space & Time’s Launchpad program: an entry-level training program designed to develop skilled digital marketing professionals and launch their careers. The program specifically supports career changers and those with little-to-no industry or work experience. Similarly, Jones has worked to ensure the industry is accessible to those in need, personally developing a business plan in support of wounded veteran Martin Wade and committing in excess of £10,000 for pro bono work . This has been pivotal in supporting Martin’s transition to a successful painter and rebuilding his life.

As for environmental sustainability, we have pledged to achieve zero net emissions by 2030, demonstrates a forward-thinking and responsible approach to business operations. This extends beyond mere compliance, underscoring a dedication to making a positive impact on society and building upon other CSR and ESG based initiatives in the last 18 months, includin a Level 2 qualification as a Disability Confident Employer; internal training across gender bias, nerodivergence, and transgender inclusion; and employee policies across menopause, bereavement and mental health.

Agency as community

Focusing on developing a positive workplace culture has significantly contributed to the overall well-being and productivity of the agency's 135+ team. Jones's leadership extends to the development of a diverse and inclusive workplace, overseeing initiatives that celebrate diversity, equity, and inclusion, creating an atmosphere where every individual feels valued and has equal opportunities for growth.

At the latest annual summer conference, Jones presented his ambitions to have Space & Time recognized as one of the best places to work. Part of that included, completely redefining our values to include ‘Find Solutions’ (client focused), ‘Help Others Grow’ (people focused) and ‘Making A Difference’ (purpose focused), which aim to develop our internal talent and create a wider impact on the communities that surround our offices.

Bringing more than 13 years of expertise in catalyzing organizational growth and optimizing customer value, Jones is well versed in enhancing a company's reputation and brand value. With one of the best Drum Recommended scores in the industry at 9.2, our committed clients are a consequence of having a high-performing team that delivers great value for clients. Through effective communication and transparency, Jones has fostered strong relationships with clients and partners, positioning Space & Time not only as a market leader but also a socially responsible and ethically conscious entity, aligning business goals with a broader positive impact on the community through a commitment to reach Net Zero emissions by 2030.

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