offline with Will Anderson (Edition 5)

We catch-up with Growth Society’s Founder Will Anderson, and find out how he balances a busy schedule between running multiple ecommerce brands, launching a new business and prioriting morning exercise!

Why Did You Move into a Career in Digital Marketing?

It wasn’t something that was signposted at school. I studied journalism and whilst I was at University it was clear everything was shifting online. I took a year out to launch an advertising business which started as a DVD then became a website.

My first corporate job was in recruitment helping build internal digital teams for brands like DFS and George.com. I was keen to learn more hands-on skills so I joined a digital marketing agency and haven’t looked back!

*You can catch Will at the Paid Media Strategy & Performance edition of Digital Superchats on Tuesday 14th January 2025, as he’ll be the Official Master of Ceremonies at the online event.

How Do You Switch Off?

Switching off is a bit of a challenge if I’m honest. Things that help – prioritise morning exercise, getting outdoors and enjoying new experiences with the family.

What Book or Audiobook Are You Reading/Listening to Right Now?

I’m currently reading The Art of Focus by Dan Koe, which I’m finding useful having recently launched a new business.

I also enjoy podcasts like High Performance for insights into the psychology of top achievers, and My First Million – interesting to see how entrepreneurs in the US are scaling brands.

What Online Advertising Campaign Has Impressed You Most Recently?

Liquid Death’s campaigns are great. Particularly because they sell the most basic of commodities – water. They compete against the largest brands with a brand personality that cuts through. It’s a good lesson for brands with smaller budgets.

What Inspirational Quote or Mantra Drives You Forward in Tough Times?

I don’t follow a specific quote or mantra, but in recent years, I’ve reflected a lot on my purpose and how I want to design my life. For me, it’s about reducing stress and complexity, creating memorable experiences with friends and family, and helping others along the way.

Tell Us a Fun Fact About You

I run multiple ecommerce brands. This might sound stressful but it’s something I enjoy and helps me advise other brands from a place of experience.

What’s Your Proudest Professional Achievement to Date?

Helping scale the performance marketing agency, Journey Further, from 3 founders to 200 specialists across the UK and US. My first day was at the founder’s house, brainstorming what we wanted to do differently with the agency. Seeing that vision take shape, working with a talented team and attracting some of the biggest brands was a great experience.

What’s One Thing You’d Tell Your Younger Self?

Travel the world when you’re young, perhaps instead of going to university.

If Your Life Were Made into a Movie – Who Would Play You?

I was into drama at school and took on the more eccentric roles. So I’d go with Jack Nicholson. He’d bring a unique edge to the role.

What’s the Biggest Opportunity for Digital Marketers as We Move Towards 2025?

For 2025, I’d say the biggest opportunity is embracing AI where it adds value. If you can learn how to use AI effectively then you can be 10x more effective.

About Will…

Will is the Founder of Growth Society, a growth consultancy focused on scaling ecommerce brands. Their advisors have led digital marketing at brands like Gymshark, Matalan and AO.com.

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