Audience persona · v1
Progressive Corporate Comms Buyer
In-house Head of Comms / Brand at a values-led mid-market business who needs an agency that gets strategy AND ships.
Demographics
32-48, in-house at a GBP 20m-500m turnover business, often founder-led or VC-backed
Psychographics
Strategy is the price of entry. Execution and pace are the differentiator. Allergic to agency theatre.
Media consumption
PRWeek, Marketing Week, The Drum, LinkedIn (active), Campaign, niche Slack communities.
Values & drivers
Outcomes over outputs, agency that punches above its weight, partners who push back.
Pain points
Big-agency layering. Junior staff on calls. Slides instead of work.
Decision triggers
A piece of work they admired. A direct intro from a peer. An idea that surprised them in the pitch.
Content preferences
Case studies with numbers, founder/director on the call, opinionated POV content, behind-the-work content.
Trust signals
Named results, journalist relationships visible, repeat clients, work that's been talked about.
In their words
"Show me work, not slides."
"Who will actually be on my account?"
"I want a partner, not a vendor."