Self styled commercially focused search engine marketing agency Maven Metrics was set up last year by Lucie Follet.

I caught up with Lucie to get her thoughts on the search marketing industry, why she has set up automotive parts websites and her plans for new bottled water company Sip’s online marketing campaign.

Maven Metrics is described as being commercially focused. How do you think this approach makes Maven Metrics different to other search marketing agencies?

The main difference with us is that we have worked in other, highly commercial and competitive environments – specifically non-marketing, ‘non meedja’ industries. In my own case, I worked in Investment Banking as a Japan equity sales/analyst until 2002 and also operate my own niche websites which I use as a test bed for hands-on work for any tips or advice I find in blogs and forums.

This combination of being commercial and hands-on is unusual and not always found in larger agencies. It’s not uncommon to find individuals working in SEO and especially web analytics who are so hung up on terms such as ‘conversion rate’ or ‘measuring engagement’ or the anthropological nature of blog networks that they have forgotten the commercial purpose to the website and how this relates to the bottom line – it has become totally abstract and a mere blip on an excel sheet.

I personally find this quite alarming.

You may know James Layfield as one of the youngest ever Managing Directors in Richard Branson’s Virgin group.

James, named in the Top 30 under 35 UK Entrepreneurs by Growing Business Magazine, caught the entrepreneurial bug from Richard Branson and went on to found youth marketing agency The Lounge Group.

The best marketing agencies understand their client’s clients. With a network of 8,000 under 35’s, The Lounge Group has the upper hand on devising campaigns that work to the youth market.

In this interview I ask James what he learned from working with Richard Branson and how The Lounge Group fills a gap in the market.

You once worked alongside Richard Branson. Did any aspect of working for Richard’s Virgin group inspire you to set up The Lounge Group?
As Branson’s youngest ever MD I definitely learnt a few things. I was inspired by his ability to trust and give responsibility to good people, he taught me to have the confidence to bring in people to the businesses that are better than me. 

Editor of the TechCrunch UK & Ireland website, Mike Butcher has seen many start-ups come and go.

In this interview Mike reveals the most unforgettable start-up name he has come across and reveals which dot.com he would have conceived if he could go back in time!

Author of 12 books and an expert on everything to do with branding, Jonathan Gabay is one of the most respected names in the world of marketing.

This week I spoke to Jonathan about the re-launching of our favourite chocolate brands, how internet only players can compete with established names online and managing online reputation.

So what does Jonathan think about the return of Snickers and how the internet changes PR techniques? Click the link below to find out.