In this spotlight we’re focusing on Kevin Mansell-Abell, founder of That Media Group.

After a decade in the design industry, Kevin was frustrated with unclear briefs and design projects that didn’t make sense. An enquiring mind, he was asking far more questions than answers were available so he started going on a journey with clients, finding the right questions and working with them to find the answers they were really looking for.

Fast forward a decade later. He now provides a wraparound service that extends far beyond just design.

Having personally worked on over 4,000 projects with over 1000 clients across 18 industries, he holds a wealth of experience across a range of sectors, enabling him to provide ideas, strategies and concepts that deliver results.

The virtual marketing director

Because not everyone needs a marketing department.

Parafinity, formerly known as Integrated Paraplanning Solutions, has always been truly terrible at marketing. Not just terrible, but terrified at the prospect.

Knowing that we needed to ‘put ourselves out there’, we were faced with a fork in the road – recruit or find an agency.

In-house is expensive and an agency comes with its challenges – long contracts and a seemingly transactional approach. 

Enter Kevin, the virtual marketing director. His business offers ad-hoc support with no ties and complete flexibility – the flexibility that today’s businesses need.

What’s best about Kevin’s role in Parafinity, is that in addition to the rebrand, website design, implementation, blog writing, our Christmas campaign, presentation and pitch writing (as well as a myriad other things), is his willingness to challenge us, and encouragement to be brave. 

Far more than anything transactional, he is the seamless integration and extension to the Paraftinity team –  providing us the human approach that’s transformed the way we think about marketing.

A passion for enterprise

Alongside his commercial work, he has spent 15+ years within the education sector, as a speaker, coach, mentor and trainer. Having written and delivered multiple business startup and marketing workshops, courses and events. A TEDx speaker, his passion for entrepreneurship has seen him win numerous awards and now become a coach for government programmes as well as accelerators and incubators across the country that support high growth individuals and businesses.

“I see clients overwhelmed by marketing or even the prospect of it, bamboozled by consultants and those who continue to create smoke and mirrors around it.

I’m all about making marketing accessible and understandable – taking clients on a journey to understand their businesses from a fresh perspective and importantly, seize the opportunities that are in front of them.

Time and time again, I see small changes that can have a big impact – I’m all about hunting these down within every client’s business and making the most of them.”

Having run a business for 16+ years, Kevin understands first hand the realities of what it’s like – the highs, lows, troubles, challenges and opportunities that present themselves each and every day when you’re running your own business.

He continues to take complex theory and strategy and make it relevant and applicable to the work we’re doing – in real, human terms. He’s giving us access to resources and ways of thinking only usually reserved for the bigger players in an industry – but instead, making it accessible for all.

Moving away from the ‘bolt on addition’ and making marketing and communication an integral part of your strategic approach can pay dividends.

Consider your communication as valuable as your finance, HR and operational decisions and you’ll soon see the benefit this fresh approach can bring.

If you’re looking to change the way you plan growth, communicate with clients or partners, give Kevin a seat at the table…we’re glad we did.

To find out more visit his website or connect with him on Linkedin