Me and My Agency: Telegraph Media Group and Space

Seb is Marketing Week’s agency specialist.

In 2009 the Telegraph Media Group (TMG) appointed marketing agency, Space to develop an international campaign for its weekly world edition, the Best of British Awards.

More than 11,000 expats around the world took part in the inaugural event and Space were consequently asked to build on its success and develop this year’s awards.

Richard Ellis

Describing what he looks for in an agency, Ellis (left) cites  creativity, drive and determination as key. He adds that these objectives need to be mutually shared by both brand and agency to make the relationship work.

The much-debated question about how “hands-on” a marketer should be prompts an interesting response. Ellis says: “I would hope Dave would share my view that we don’t spend as much time as we’d like together.  They know that if I’m needed, I can always spare the time to resolve issues.  But I know I can always do more.”

It’s a point not lost on Atkinson (below) who adds: “Richard is very hands on, but he trusts his agency and his colleagues to undertake operations and deliver.”

The relationship between Ellis and Atkinson is based on previous collaboration, when Atkinson was at integrated marketing communications agency Billington Cartmell.

Atkinson elaborates: “Richard and I met 11 years ago, and developed an immediate understanding.  This has been articulated through many projects and experiences.  The key is to get quickly aligned on objectives and appreciate what each other can do to achieve them.  From then on, it’s about respect, trust and enjoying it.”

David Atkinson

Finally, the socialising aspect of the client-agency relationship is always intriguing. Ellis says that he doesn’t meet up socially enough with Atkinson and adds: “The way things are economically at the moment, there’s just too much pressure and too little time to socialise, even though it often leads to closer relationships and better work outcomes.”

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here