Meet the membersJul 12

Meet the Member: The Mind Collective

Letty Edwards

The facts: Name: The Mind Collective Industry: Marketing, advertising and communications Specialism: Marketing consultancy Workspace: Private office 22.10 Team: Six superstars spread across Birmingham, Manchester, London and Nottingham Biggest weakness: The self-doubt that every business owner gets, but it keeps Letty grounded and driven.   The story Welcome to a marketing consultancy with a difference. Four years ago, Letty Edwards decided that corporate life was no longer for her. After working with many big London brands for the majority of her career, the time had come to set out on her own. The Mind Collective was born, and according to Letty, it has been one of the best decisions she has ever made. Letty grew up in Birmingham, but it was only when setting up The Mind Collective that she considered heading back to her roots. On returning to the city, the sheer volume of outstanding restaurants, bars and shops was clear and the opportunities for her new business endless. With direct trains to London in under 90 minutes, Birmingham provided many of the solutions to Letty's business needs. The rest they say, is history…   A passion for personalisation Word of mouth has always been crucial to The Mind Collective and Letty strongly believes that building a professional network in Birmingham is always going to be the best way to grow. In her experience, people always buy people. Having a passion for brands and marketing is in the DNA of every member of The Mind Collective. Rather than being an agency that offers cookie cutter solutions, The Mind Collective provides tailor-made marketing strategies to SMEs, startups and challenger brands. Providing an assortment of services, from marketing projects, strategy and planning to innovation, communication, social media and marketing activation, Letty and her crew of trusted professionals pride themselves on becoming part of their clients’ teams. This unwavering commitment to personalising every approach is part of what makes The Mind Collective stand out from the competition.
Moving on to bigger things To start with, Letty was The Mind Collective. She designed marketing strategy and plans that her clients loved but the downside of working alone was that she was often unable to stay on as the plans were carried out. As requests for further services began to mount, it became clear that The Mind Collective needed to grow. At that stage, Letty decided her office in the loft of her home in Harborne may not cut the mustard any longer. With five other team members dotted around the UK in London, Nottingham, Manchester and Birmingham, Letty needed flexible working space. So, following the serviced office trend of many of her clients in London, Letty decided to see what Birmingham had to offer and discovered Alpha Works. Flexibility is key to the business, and although the team are based in a private office, they love the communal spaces which add that extra bit of freedom to their 22nd floor space. The community atmosphere at Alpha Works means the team feel like they are part of a bigger community and are never really alone, even when they’re the only person in the office on that day. The relaxed culture and central location of Alpha Works fits seamlessly with the way they like to work, allowing them to visit Birmingham for team meetings, planning days, socials and client days without an issue. The Mind Collective is part of a new breed of companies. The team’s roles fit around their lives, instead of the other way around. For example, all six members are women – by default, not design – and a few are working mums so being able to work where and when they want is important, and Alpha Works couldn’t be more accommodating.   The vision For Letty, ensuring her team continue to love their jobs as the business evolves is the most important thing. In her eyes, enjoying what you do is key to waking up on the right side of the bed every morning, and who wouldn’t want that? Of course, she’d love more people to wake up smiling and due to recent client growth, The Mind Collective are on the lookout for their next star. If you’re obsessed with brands and marketing, why not get in touch? The Mind Collective were also four years old this month and the team are gathering to celebrate success over a long lunch at one of Birmingham’s many amazing restaurants. A buzzing city in a central location, Birmingham is sure to be the perfect base for The Mind Collective HQ for many years to come!
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