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Sean Kinmont, Co-founder and Creative Director, 23red - Shares Insights
Image Credit  – 23red

Sean Kinmont, Co-founder and Creative Director, 23red - Shares Insights


Our ‘Profile: A Day in the Life of’ feature takes a look at some of the global professionals working across performance marketing. It aims to shed light on the varying roles and companies across the flourishing industry.

In this edition we head to London, to speak with the Founder Partner and Creative Director of 23red, Sean Kinmont.  


Sean Kinmont

Job title and Company:

Founder Partner and Creative Director, 23red

In one sentence, how would you describe what the company does?

We are an integrated communications agency that gets people to do things.

What are the company's unique selling points?

The old behaviour change model was always about getting people to first Think, then Feel, then Do. We believe in Do Feel Think. Getting people to experience your brand is the best way to get them to Feel, and then Think differently. Smile and you'll feel happy.

Within the last 6 months/year, what stands out as the company's major milestones?

We have invested in our people, who as a collective allow us to offer a genuinely integrated creative offer. We have also invested in training to make sure everyone has an integrated skill set allowing us to keep pace with our consumers. This has allowed us to grow by over 35% in the last year.

Duration in current role:

14 years

Where are you based?

On the apex of Midtown (for those who are not an estate agent, that's King’s Cross).

Previous performance-related Co's you have worked at:

Of course all creative agencies are performance-related. I was a founder member and Creative Director of Tequila\TBWA, and before that an Art Director of a Johannesburg based creative agency called Bernstein Loxton Golding and Klein.

What are your main job responsibilities?

I'm responsible for the agencies creative output. I work with the creative teams to ensure that the work delivers against our client’s business challenges. The more creative the solution the more effective the work will be.

Take us through what you get up to on a typical working Monday:

Monday mornings are about planning the week ahead. Our Creative Services Director will take the creative teams through the work schedule and ensure we have the briefs complete and signed off before progressing. It's also about walking the floor and avoiding the trap of getting stuck behind email.

What top three websites can you be found browsing during your lunch hour?

The Huffington Post, Grafik and our client’s social media pages.

What are your top three tips for someone looking to get their hands on a job like yours?

Perseverance, resilience and curiosity

Career wise where do you see yourself in three years time?

Being able to devote more of my time on creative innovation. Discovering or inventing new ways to engage with people.

Tell us one thing people at work don't know about you.

I once aced Rafa Nadal.

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Mark  Jones

Mark Jones

Mark manages all aspects of editorial on PerformanceIN as the company's Head of Content, including reporting on the fast-paced world of digital marketing and curating the site’s network of expert industry contributions.

Going by the ethos that there is no 'jack-of-all-trades' in performance marketing, only experts within their field, Mark’s day-to-day aim is to provide an engaging platform for members to learn and question one another, helping to push the industry forward as a result.

Originally from Plymouth, Mark studied in Reading and London, eventually earning his Master's in Digital Journalism- before making his return to the West Country to join the PI team in Bristol.

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