5 Minutes with… Ellie Farrer
Ellie Farrer joined ICONIC in October 2022, spearheading brand marketing and the production of the UK-based agency’s print magazine ICONIC MAG, which launched this year and focuses on influential cultural figures and personalities.
Having previously worked at COPA90 as account manager rising to client partner, she oversaw a global portfolio of brands and partners including Gatorade, Manchester City, FC Barcelona, PepsiCo, PUMA, Visa, Sports Direct and PayPal. With overall responsibility for delivering high quality content across a multitude of channels, growing and retaining clients, Ellie managed teams across a range of disciplines, including strategy, creative, project management, production, and media. At COPA90 she also met James Kirkham, who would later pave the way for Ellie to join ICONIC.
In her time at COPA90, she also took the lead on a YouTube documentary charting Sara Bjork Gunnarsdottir’s nine-month journey, where the Icelandic professional footballer gave birth to her first child and returned to elite-level sport - the first of its kind from a media publisher in the football industry.
At ZAK agency, Farrer delivered global social and retail campaigns for New Balance Football, most notably the kit launch projects for teams including Liverpool FC, Celtic and Porto.
An avid fan of women’s football and having been obsessed with it from when she could first walk, Ellie played for her first club from the tender age of seven.
LBB’s Zoe Antonov sat down with Ellie to discuss ICONIC’s dedication to pop culture, her own love of it and sports and how the two mix in her day-to-day job.
LBB> Ellie, tell me about your start in the creative world and especially the way it mixed with your love of sport and football.
Ellie> I have been football mad since I could walk, honestly! Birthday presents were new kits or boots - I’d perfected my free kick to mimic David Beckham’s. I was that kid at school that took PE too seriously. There was nothing I loved more than sports.
I played football until I was 18, then went off to uni. And while I obviously dreamt about working in sport, to be quite honest, I didn’t know how much of a reality it was.
Then, as a fresh-faced grad, I managed to bag myself an internship at adidas as part of the sports marketing football team, which was a bit of a dream come true – I couldn’t believe it.
As that was coming to an end, I was frantically applying for entry level jobs (I’m sure people can relate).
My old boss had suggested I look at agencies to really get an understanding of how marketing comes together through strategy, creative, production etc. So that’s what I did – I got an account executive role at ZAK agency, the global creative agency for New Balance Football, and the football dream continued.
I’m not sure what I was expecting but going into a fairly small agency – getting chucked in at the deep end, being exposed to unbelievable talent and needing to wear multiple hats – was pretty mind blowing. I was hooked!
LBB> During your time at adidas' global sports marketing football team you worked in Germany. What was it like working from a completely different market and what were the biggest takeaways from a brand perspective from this experience?
Ellie> I won’t lie, working in another country that is not your first language isn’t the easiest, but it was hugely rewarding.
Not only do you get to experience living in a different cultural environment, you also get to experience ways of working at a global hub of talent and creativity. You essentially just have to be a sponge while you’re there, and take it all in.
I learned from overhearing conversations, asking questions and being nosey to be honest.
LBB> What were your very first steps in the industry and what was the climb up the ladder like for you? What is one lesson from your early years in the industry that you would give to those entering it today?
Ellie> After a year as an AE at ZAK I was bumped up to SAE. It wasn’t as slow from a progression or responsibilities perspective as some of the bigger more traditional agencies, which looking back I’m very grateful for.
I was running shoots and leading campaigns as a junior. And being given that kind of responsibility so early on is invaluable set me up for success.
One lesson I would give to those entering the industry today would be to look for the companies that will give you the most hands-on experience and that are happy to let you get stuck in, mess up and learn.
LBB> Tell me about your time at COPA90 – the path from account manager to client partner, as well as your experience overseeing a global portfolio of brands at the company.
Ellie> Honestly, my time at COPA90 was incredible. I’m not sure where else you would get to work with a roster of such consistently huge clients and talented individuals in the football space.
I led campaigns for Gatorade, Pepsi, Lays, PUMA, Visa, Barclays, Sports Direct. I worked with some of the world's biggest clubs – Manchester City and Barcelona – and players like Lionel Messi, Roberto Carlos, Erland Haaland, Nikita Parris, Ingrid Engen, Sara Bjork Gunnarsdottir. When you lay it all out it's a bit mad, really.
My path from AM to client partner really came about through the pandemic. The way we worked had changed and everyone had to take on more responsibilities. Quite frankly, I was very fortunate to have a manager who believed in me, always encouraged me and allowed me to get on with it.
LBB> Tell me more about the YouTube documentary you led during your time at COPA90 and what that project taught you.
Ellie> This is probably the best and most rewarding brand project I’ve worked on during my career. From the story itself to the COPA90 team, PUMA clients and talent, we all had such a great way of working together. It didn’t even feel like work.
PUMA came to us in the summer of 2021 looking for us to tell the story of one of their athletes, Sara Bjork Gunnarsdottir. She was pregnant and hoping to return to play in the Euros in the summer of 2022.
We knew it was going to be ground-breaking and something that hadn’t been covered in the football media space nearly enough. We documented Sara pre- and post-pregnancy and launched the mini doc in May just before the Euros.
Sara gave birth in November 2021, was back playing for her club in March and played for Iceland in the euros June 2022. She is superhuman and I feel blessed to have been a part of telling her incredible story.
LBB> Is COPA90 where you met James and was that the beginning of ICONIC for you? Tell us that story.
Ellie> Yes, this is where I met James. But the ICONIC journey didn’t start until much later.
I had reached out to him last year to catch up. I’d always found James hugely inspiring and was after some life advice, classic stuff. At the end of our coffee, he mentioned in a very blase manner he was thinking of doing his own thing again, and the seed was planted.
We had a few more cuppas, then in September 2022, he finally persuaded me to join him and be his right hand girl.
LBB> Tell me about the launch of ICONIC's magazine and how you are involved with that? Why is it so important to the company?
Ellie> Alongside being co-editor in chief with James, I produced the mag.
So, I did all the planning, getting everyone involved, organising the shoots and interviews, pulling together our editor and designer dream team, managing the print production, shipping out the mags, pulling off a launch party… I was busy!
We didn’t feel like we could talk about culture authentically without being in it ourselves, so the mag is our dedication and way of spotlighting the incredibly talented individuals that are part of our ICONIC network.
LBB> And what is your own relationship with pop culture and how do you keep on top of it in an ever-changing landscape?
Ellie> Pop culture is all around us, you can’t escape it. But as you say, it’s ever-changing so it’s just about keeping tabs on it as much as you can. I think it will only continue to cross over, create new sub-cultures that then become mainstream, and evolve.
The more we can experience ourselves – or, even, be a part of – the better. Music, sport, fashion, gaming, moments that matter.
But as it ever changes, I think I have the benefit of growing up as part of the generation where consuming content is an everyday function. Yes, you will catch me scrolling on TikTok daily, so unless I switch off my phone or move to a deserted island, it’s hard to avoid.
LBB> What is your relationship with new tech and specifically AI? How does it, or how could it, enter your own workflow?
Ellie> We’re finding smart ways to optimise across the board – from speed, quality, differentiation of thinking.
This could be from writing a brief, copywriting, searching for images for inspiration, stimulation, initiating creative process, this absolutely changes that use of time from hours to seconds.
However, I think it’s worth saying it’s always only a starting point and absolutely never the final answer. For someone who cares deeply about production and talented individuals, it’s a powerful tool sat underneath many internal systems and processes, which a brilliant human mind THEN take on and elevate.
LBB> Tell me about your day-to-day responsibilities and challenges? And on the flip side, what is the most fun part of your job?
Ellie> Being part of a start-up, it’s very much a case of getting stuck in and doing everything and anything. My day-to-day varies so much – anything from client calls, new biz meetings, to shoots, budgets, planning or sending out the mags.
There’s obviously challenges that come with it. I’m very much learning how to run a business while on the job. But having James to learn from is just crazily invaluable and surprisingly calming.
It’s hard to pick the most fun part of my job. Running the mag probably pips everything else to the post. But we have a motto of ‘make great work for nice people’ and I feel very lucky to be able to do that. We’re strict on who and what we allow through the door to keep the positive vibes flowing.
LBB> What are your hobbies outside of work and what are your passions?
Ellie> As you can probably guess, sports and football are still a huge part of my life. I’m a huge women’s football advocate and am so happy to see the game keep growing as it is.
I’m also a bit obsessed with dance music so you will catch me having a little two-step at a rave from time to time. RIP Printworks.
