Lessons from a $2B Retail Client — Transparency and Customer Focus Drive Success

Every brand is chasing the spotlight, but few truly know how to seize it. The secret isn’t just creativity — it’s also in the numbers buried in plain sight. Yet, 87% of marketers consider their data one of their most underutilised assets.

But did you also know that 84% of brands and marketers have reported positive results with their pay-per-click (PPC) campaigns?

When Spec Digital takes on a project, it’s not just about running ads or optimising search rankings — it’s about creating meaningful, measurable growth for brands.

With a client list that includes industry giants like Mamas & Papas, TK Maxx, and Deloitte, Spec Digital has proven its ability to deliver impactful results through innovative strategies.

We spoke with Nick, founder of Spec Digital, about the agency’s approach to landing big-name clients, overcoming challenges, and standing out in a niche market.

When it comes to attracting major players, Nick shared Spec Digital’s strategy that’s surprisingly straightforward yet often overlooked.

“Most of our client acquisition involves a combination of doing a great job for an existing client, speaking to other suppliers of the client, and, slowly but surely, people want to introduce you and want to work with you.”
Much of Spec Digital's success in attracting big names stems from the power of personal relationships.

“Equally, we build relationships with everyone. I still keep in touch with people from clients or projects that I worked on 10 to 12 years ago. Every month, the phone rings and it’s a big name. If you’ve got a really good service that people need, you simply have to remain in the front of their minds when people bring up what you do,” Nick adds.
“I still keep in touch with people from projects I worked on over a decade ago. If you have a valuable service, you need to stay top of mind for when opportunities arise.”
This consistent presence, combined with a strong reputation for delivering results, keeps the agency’s pipeline filled with exciting opportunities.

Effective Marketing Strategies

Spec Digital uses a multi-channel approach to attract top-tier clients:

Hosting the Winning with Shopify podcast to share insights with a global audience

Engaging on LinkedIn with consistent, valuable content

Running webinars and events to foster community

This multi-channel visibility showcases their expertise and positions them as trusted marketing partners.

A Success Storey: Building the Connections

Spec Digital’s success often comes from strategic networking. For instance, after a casual chat with the VP of Ecommerce for one of their clients, Nick asked to join a brand-exclusive event — and ended up being the only agency representative.

“At my table were some of his friends from other brands, including MD of Jack Wills, CMO of Liberty London, Head of Ecommerce from ASOS, someone from Tesco and many others at the coffee machine.”

“Needless to say, we signed two clients from this, although it took [over] 9 months from this date to start work, but [it was] well worth the late night and hotel in London,” Nick adds.

Nick also highlights the power of being present and building genuine relationships, even through small gestures like offering lunch during office visits.

Overcoming Challenges with Collaboration

One of Spec Digital’s standout strengths lies in its ability to bring internal client teams together. In SEO campaigns, success often depends on collaboration across departments like content, social media, PR, and eCommerce.

“We work in SEO, so we need content, social, PR, web, eCommerce, merchandising, affiliates, and much more. We’ve got a huge USP as an agency in bringing these teams together, as well as reporting directly to senior management, which the marketing teams love!”

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