Mark Iremonger is the founder of Holben Consulting, which advises small and medium size businesses on marketing communications and growth.
Former Chief Strategy Officer and CEO of iCrossing, and Head of Digital and Strategy at Proximity BBDO (now RAPP), Mark has over 30 years working as a strategic and agency leader in some of the world’s most successful and awarded independent and network agencies.
Mark's work covers brand, digital and communications planning, audience segmentation, insight and proposition development for creative communications for SMEs and corporate clients. He also acts as a sounding board for leaders and a fixer.
WHAT I DO
BRAND STRATEGY & COMMUNICATIONS PLANNING
I define or refine brands for existing and new business product and service launches
I research, organise and segment audiences through quant and qual research. This includes segmentation and planning (insight, proposition, messaging etc.)
I collaborate with creative teams to create concepts and campaign activations
I create communication plans for digital paid, owned and earned channels (eco-systems and journeys)
DIGITAL COMMUNICATIONS TRAINING & SUPPORT
I create brand books, best practices and ways of working guides to improve digital performance
I train teams or individuals in digital and marketing communications
I operationalise strategy to embed it in 'business as usual ways of working
I provide ad-hoc or on-going guidance and support for founders, leaders and dept heads
NEW BUSINESS & PITCH SUPPORT
I write critical sections of RFPs and RFIs where thought leadership or a point-of-view is required
I act as a strategy lead and author pitch presentations
I support pitch teams by working as a pitch doctor to challenge and improve responses
I am client-facing or provide behind-the-scenes pitch support
GROWTH & BUSINESS STRATEGY
I audit and prioritise capability, commercial, client and cultural issues
Audit, recommend & implement changes to skills, structures and ways of working
I create growth plans
I review and polish propositions and creds
I develop audience and market insight
“He was responsible for turning ‘digital’ from a profit centre into something that became part of our DNA.
He had a major hand in the pitch that won us a place on P&G’s roster, the retention of Royal Mail digital, new business success on Allianz and much more besides. I promoted Mark to Head of Planning in recognition that digital was no longer a separate discipline within the agency but core to everything we did. I also knew that Mark would build an eclectic multi-channel planning department to drive the next phase of our development as an agency. This is exactly what Mark did and over the 3 years that followed Mark and his team played a major part in success on Orange, P&G and Lloyds, to mention just a few.”
“Mark has a wealth of different stories, concepts, theories and ideas to help agencies be better. I've worked with him over a number of months and he has helped me hone my leadership skills, given me ideas around growth and building momentum across the business, as well as helping me to structure the agency in the most logical and successful way. Hugely recommend his expertise in helping other agency owners or leadership teams. ”
FOUNDER & CEO
“Mark is able to cut through the fluff and get straight to the point that matters, the detail that adds real value. Mark has made me better, he has challenged me in my perception and enabled me to see things differently. He simplifies the complex and builds narratives that resonate and inspire.”
DAVID YATES BUCKLEY
FOUNDER & TECHNICAL PARTNER
“Mark is a great communicator and a wise manager. He was key to take unit9 across from a creative studio to a successful business that is competing in the creative digital production on a world scale. When he joined unit9 as Managing Director we were in one of the most difficult business moments in our career and when he left we were in the one of the healthiest to date thanks to his drive and ability to focus our company on the actions that would make the difference.”
FOUNDER & CEO
“Mark is the most inspiring person I have ever had the good fortune to work with. His enthusiasm is infectious and his ability to solve problems calmly and effortlessly is remarkable. Mark is also incredibly supportive and candid.”
“He is super smart, intelligent, a first class communicator, collaborative, challenging and a top drawer strategic thinker who was very willing to get stuck into activities outside his comfort zone. As well as bringing excellent ideas and creativity to clients, I asked him to lead an agency transformation project. The outcome was not only simpler operations, but transformed strategy and planning and improved client service which I believe both helped secure exciting new brands and retain clients in the long term.”
FOUNDER & MD
"We asked Mark to review our creds and proposition as part of our growth plans for 2020. Over three days Mark took apart what we had, offered some great insights into our brand, and some useful frameworks we’ve been able to build from to stand out in the market. It was real value having Mark's independent perspective on what we were doing."