Nina Walton and Sarah McCrady - Founders of Transforming Brands
Did you always envisage a career in the Marketing and Media Industry?
Nina: I did! Since the age of 17 I knew I wanted to pursue a career in marketing. I loved anything creative at school, from written content to art, so that career path always felt like a natural option.
Sarah: I’ve always loved being creative in some way or other and I was lucky that my school offered a GCSE in Graphic Design specifically. At the age of 12, my Mum also bought me the ‘Usborne Book of Graphic Design’ which was a lightbulb moment, I poured over every page!
What has been your career path so far?
Nina: After graduating from Newcastle University, I worked at Galaxy Radio, then at the Chronicle and Journal in various roles. After studying for my CIM marketing qualifications I joined PwC as their Marketing Manager, a role I enjoyed for nearly 10 years. I learnt so much there (special mention to Paul Woolston) and it drove my ambition to eventually start a business in 2014.
Sarah: After graduating, I got my first job at a design studio in Edinburgh and I absolutely LOVED IT! However, I always missed Newcastle and moved back a few years later. I worked at several local agencies, eventually becoming design director and then in 2015 I took the plunge into the crazy world of self-employment and never looked back.
What have been the biggest challenges you have faced so far?
Getting the balance right of working ‘on’ and ‘in’ the business, whilst keeping your eye on the overall vision. The industry continues to change at a rapid rate with each stage presenting different obstacles – but we love a challenge, problem solving is our thing!
Who do you respect most in your industry?
People with big ideas, tenacity and the conviction to go for it! There are so many amazing entrepreneurs and business owners in the North East who inspire us. We recently worked with Alice Rowen Hall, she’s incredibly inspirational and we have massive respect for her and everything she’s achieved.
Which fictional media character can you most relate to?
Nina: It would have to be Emily in Paris for me! She epitomises my teenage dream of working at a cool marketing agency in an amazing city.
Sarah: Maybe a Fairy Godmother given my role in transforming brands and sprinkling a bit of brand magic!
What is your greatest strength?
Nina: I’d say it was my ability to connect with people, my creativity and tenacity.
Sarah: I’m a pretty optimistic and enthusiastic person and I really love solving problems.
What is your biggest weakness?
Nina: I’m naturally quite cautious which can sometimes hold me back from seizing opportunities, but now I’m more open to trusting my gut and taking the plunge when things ‘feel’ right.
Sarah: Cooking! Unfortunately, my creativity does not extend into culinary skills – Thank goodness my husband is an amazing cook otherwise I’d probably be living on sandwiches!
What has been your proudest achievement?
Aside from our lovely children of course, it has to be running a business for over 10 years, that has given us a life we love and so much pride and satisfaction that we get to work with amazing clients every day…and help them succeed.
Everything we do, we do with passion and a smile, and I think that comes across to our clients. We are business partners but true friends too. We laugh, we cry, we share the ups and the downs, and we are really loving the journey.
What are your future career aspirations?
To keep doing this! And to help as many businesses as possible through powerful, empowering brand transformations! It’s a really exciting time too as we’ve just launched a new product called the ‘Brand Plan’ which is proving to be really popular with clients, helping them see with clarity where their unique marketing and brand opportunities are.
What is the best piece of business advice you have been given?
Nina: Work hard, be nice to people and trust your gut!
Sarah: One mantra I tell others and live by myself is that you didn’t come this far to only come this far! You deserve to give yourself the best possible chance of succeeding.
How do you see your industry evolving in the next 10 years?
The rise in AI is growing at an unprecedented rate which will invariably have a huge impact on the way marketing services are delivered. Brand marketing is also becoming increasingly popular as companies look to differentiate themselves and connect on a deeper level with consumers.
How do you like to unwind?
Nina: I love to spend time with friends and family, entertaining and cooking! Running is a real passion too.
Sarah: I’m quite a DIY nut and there’s nothing I love more than a new power tool! I’ve laid floors, tanked and tiled bathrooms and recently built a huge multi-level deck in my back garden.
www.transformingbrands.co.uk