This April marks 18 years since V Formation was founded and so we sat down with our director, Hilary to discuss her experience of setting up the agency back in 2007, some of her proudest moments, and plans for V’s future.  

What inspired you to start V Formation and what was it like in the early stages? 

I was working in house at a law firm as their marketing director. I loved my role, but it can be quite lonely leading a marketing function and I saw the opportunity to create an agency that was a little bit different to the norm, one that combined best practice marketing and communications but with genuine support for in-house marketing teams.   

The early days were incredibly positive, but we quickly had our tenacity tested when the 2007 credit crunch hit the UK. The subsequent recession hit marketing budgets hard and forced a vital focus on those marketing activities that would really make a difference and deliver a return on investment.  

2007 was also a time of change and innovation in the technology sphere, with the first iPhone being unveiled and people suddenly having access to a mini computer in their pocket! This period was also a real springboard for digital marketing and multi-channel communications. It was brilliant because it got people talking about marketing again and meant that V Formation needed to be at the forefront of the rapid pace of change to provide the best possible service to clients.  

Why the name ‘V Formation’? 

The name came from the flying pattern of birds, where the v formation can increase how far they fly by 70% compared to a solo flight. This lesson from nature teaches us to work efficiently as a team, to share the leadership role, and that we don’t always have to do everything on our own to get the best results.  

The name also links to our work in outsourced marketing as we truly find ourselves as part of our client’s flock. We are often at the front, leading the client and helping them to set their strategy and find the best possible marketing solution, whereas at other times we are in the middle of the flock, supporting our clients from behind the scenes in any way they need us. 

What have been some of your biggest milestones and proudest achievements with V? 

The real change point came when Sue joined the business, first on a freelance basis in 2011 and then as my business partner and director in 2012. We’d always enjoyed working together in our respective in-house roles and had shared values of hard work, humour, resilience and a genuine passion for marketing. Sue was the catalyst – and remains the driving force – for our successful focus on the life sciences sector. 

We are now a team of 12 and I am incredibly proud of all our people and how we are building a team that aligns with our values as a company.  

One recruitment milestone was hiring Alex, our Finance and Operations Manager, as she has been integral to putting in place the systems and processes that have made a real difference to V as a business. Alex also managed our recent office move which saw us take up new space in the heart of Nottingham’s Lace Market. The new office provides a flexible, collaborative environment that facilitates creativity and allows room for further growth – and it’s got some amazing views across the city! 

I am also proud of how as a company we have been able to draw on our experience, maintain our focus on expertise-led businesses, and really consolidate our sector strengths. Many of our clients have been with us for well over 10 years and the levels of both our client and staff retention demonstrate V Formation’s positive impact.  

What have been some of the challenges you’ve faced over the years? 

Like many businesses, we faced challenges in 2020 with the COVID-19 pandemic. We were taking calls in the early days from clients wanting to cancel or put their contracts on pause – it was tough, there was incredible uncertainty and a lot of panic. Within two or three months though, clients started to come back and we also won twelve new clients within twelve weeks as companies realised the importance of maintaining a presence and profile within their markets.  

In the aftermath of Covid, we needed to decide what kind of agency we wanted to be. We’d all been working remotely for a long time and we knew this wasn’t right for the business going forward but, equally, a full time return to the office was not on the cards either. We ultimately felt that hybrid working was the best fit for our team as it allows us to collaborate whilst also maintaining flexibility and a good work life balance for our team. In other words, we trust our people and don’t need to watch them working!  

2024 was another tough year for many agencies as the world faced economic uncertainty and both the life sciences and property sectors were particularly impacted. Whilst it was a challenging year, we came through the other side on a growth curve with a strong pipeline of new clients that we are enjoying working with.  

Where do you see V in the future? 

In the future, I would like for us to remain aligned with our culture and values and to stay true to who we are and what we do. At V Formation, we put a huge emphasis on the importance of relationships – with our clients as well as with our team and suppliers – and I hope this approach continues well into the future.  

I would like to further expand our in-house capabilities as well as continuing to develop and retain our staff with clear career paths and training opportunities for all. As an agency, we will continue to keep up with the ever-changing world and offer best practice solutions to our clients. We are also focusing heavily on ESG initiatives and ensuring we have structures in place to support this as it is something that matters greatly to both us and our clients.  

I am thrilled with V Formation’s journey over the last 18 years and very much looking forward to continuing to build our legacy alongside Sue and our talented team.