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New Leeds agency Intrinsic seeks to redefine customer expectations


Intrinsic was founded by industry stalwart Dominic Geary and Mark Hodgson and aims to become a leading, client-centric agency. 

Geary returns to the industry after a sabbatical following the equity stake sale in Carat Leeds. Hodgson will roll his own consultancy business, SERP Digital, into Intrinsic. 

The agency argues that marketing agencies have a reputation for being inwardly focused on their own growth, rather than focusing on the client’s needs, and plans to set about changing this. 

Intrinsic provides a range of performance marketing disciplines from SEO, paid search, social, conventional broadcast media, strategy and activation creative.

Geary said: “Mark and I have experienced the good, bad and ugly within the agency sector and we aim to hit the sweet spot in terms of client happiness and team satisfaction. We want our team and clients to look forward to working together celebrating and enjoying the rewards that great work brings. We won’t be chasing awards and building a bank of salespeople that’s for sure!”

Intrinsic will have its hub in Leeds but will operate nationally and internationally. The team has experience in sectors from finance to retail, B2C and B2B focusing on driving performance across all its disciplines. 

Hodgson added: “Dominic and I have the same values and strongly believe clients are shouting out for a refreshing and honest approach to collaboration. We want our team to be rewarded and recognised for their efforts, and we promise to celebrate and enjoy this journey together. We believe great work is achieved by a team that’s genuinely appreciated and rewarded for their contribution.”

Intrinsic plans to assign 12% of its annual profits to team development, training and community outreach.

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