Meet The Influence Digital Strategy Team

I’m sure you may have heard the term strategy banded around, and you have had some idea of what it is. You might think it’s planning. Or it’s pulling together strategic guides that can support your marketing plans. Well, you wouldn’t be wrong in thinking that. 


The Strategy Team at Influence Digital do all the things you might expect a strategy department to cover such as research, strategy development, training and consultancy.

This is our core offering from a service perspective.

But we also have a unique approach to strategy, centred around our organisational ethos of ‘Making a Difference’. We like to be an extension of clients’ teams, and in doing so have an empathy-first approach to our strategies.

Insight is only useful if it points you in the right direction, and a strategy is only impactful if it leads you to achieve marketing or organisational objectives. This can only be done if we have empathy for our clients, and understand where they’re coming from and what their internal capabilities and challenges are. That empathy extends to the target audience too – if we don’t put ourselves in their shoes then the strategy will not work. 

Results aside, our agency has a people-first mindset. We may do business and have goals but we are also humans, working together, no matter our role big or small we mustn’t forget this. It ensures we don’t lose sight of what’s important when engaging in business and life. A reminder to focus on the importance of balance, values and ethics.

How we see ourselves


We are like a lighthouse, shining our light so our team and clients can avoid pitfalls and go in the right direction. This applies to directing toward objectives, goals and innovation as much as it is toward ethical, value-led and inclusive executions. We want our team and our clients to do the right thing, so the best work comes out of the best strategy.

Our strategic offering doesn’t stop with our services, insight and strategy are woven into the fabric of the agency – so everything we deliver has that thinking behind it, from creative, social, paid media, talent and development.

Meet our strategy team

Tamara Askew – Head of Strategy 

What do the strategy team do?

Tamara:  Strategy & insight run through everything we do, we support our teams with strategic insight and direction, and our clients with robust and rigorous thinking. Strategy never sleeps, it’s not just something that comes out for the bigger moments but is infused within our DNA – it shapes our thinking at every step of the way, from a single BAU post to working with an influencer, to a media plan.

What’s the importance of strategy?

Tamara: Without strategy things are done through guesses and assumptions. This is a bit like fumbling around in the dark hoping we find what we’re looking for. Strategy removes the guess work, and helps everyone to understand what is the best way forward. If done well. It means that everything from paid, creative to social media management can be super charged in a way that delivers results above and beyond expectation.

What’s been your favourite campaign to work on?

Tamara: I don’t have a favourite campaign as I love all of the strategy projects I work on. I have worked on a brand campaign for KLM, developed personas and strategy documents for a range of music, promoter and entertainment clients including Sony, Above & Beyond and Lafeyette. I also work closely with our not for profit clients such as The Prince’s Trust and Counter Terrorism Policing to help them define their digital strategy.


Sufyan Belhoche – Creative strategist

What skills do you need to be a strategist?

Sufyan: As a Creative Strategist I combine analytical skills with imaginative problem-solving to create innovative strategies that accelerate brands and organisations forward. I bridge the gap between data-driven insights and creative execution, ensuring that every campaign or output resonates deeply with our intended audience.

Why is creative strategy unique at ID?

Sufyan: Our approach to creative strategy is built on the idea of creating meaningful impact and positive change, lead by openness, curiosity, intention and knowledge. I believe that as strategists, we are at the forefront of designing a better world around us – and our strategic methods function as incubators and creative accelerators for our clients, to enable new ways of thinking and asking important questions at the right time.


Elliot Thorne – Insights & Strategy Executive

What’s an emerging trend you’ve seen recently?

Elliot: One marketing trend I’ve been observing lately is the increasing popularity of leveraging micro-influencers in social media campaigns. There’s a growing tendency for brands to collaborate with individuals who have smaller, yet highly engaged, audiences. Platforms like TikTok and Instagram Reels have played a significant role in this shift, as these micro-influencers are often perceived as more authentic and trustworthy within their communities. Additionally, working with micro-influencers tends to be more cost-effective, making it a win-win for both brands and influencers. Overall, integrating these micro-influencers has not only made social media marketing more personable but has also opened up new avenues for brands to connect with their target audiences.


Find out more about my research with @unswsydney 10 Minute Genius! Video in the link in my bio! #astro #space #astrophysicist #astronomer

♬ original sound – Kirsten Banks

Why is insight important to our clients?

Elliot: Insight is crucial to our clients for a number of reasons. Firstly, it allows us to form a deep understanding of their target audience, their behaviours, preferences and pain points. With this understanding, we can tailer our strategies and messaging to resonate more effectively with their audience. Secondly, insight allows us to understand the world surrounding our client, including their position in the market, opportunities for audience growth and changes in consumer behaviour. In-depth insights make for a strong jumping off point for our clients, allowing us to back up our strategy decisions with reliable and useful evidence and data.

Looking for a digital and social media agency based in London to help you achieve your objectives? Get in touch here.
  • Outstanding Agency! I've been working with Influence Digital and they consistently impress. Their expert team, clear communication, and innovative approach make them invaluable partners. Highly recommend!Alvaro Lopez, Primavera Sound
  • Across Paid Social and Creative, ID are experts in their field. Their collaborative approach, expert insights, strategic optimisation and passion for our business have been pivotal to the success of countless major film releases over the years.Chris Besseling, eOne Films
  • From straightforward project management and scheduling to more creative ideas, Influence Digital are flexible, innovative and adaptable. I am always grateful for the support and incredible experience.Niko Michault, Push Music Management (Jack Savoretti)
  • It has been the biggest pleasure to work with Influence Digital, both as a team and also as individuals. They’ve felt like an extension of our team and I’m so grateful for it. What I especially appreciate is their ongoing motivation to make things better. They’ve set a very high benchmark for me.Sophie Rix, The Prince’s Trust
  • We were very fortunate to have had Influence Digital involved in promoting the P!nk Summer Carnival 2023 shows in the UK. They managed the campaign throughout and ensured we achieved the results we were after. It is always a great pleasure to work with the talented Influence Digital team.Ben Martin, Marshall Arts (P!nk and Elton John)
  • Influence Digital have a fantastic and dynamic team who truly understand their client’s needs. Having worked with a number of agencies, it’s great to come across one who genuinely feels like they’re part of your team. They’re highly collaborative and ultimately get things done and deliver results.Tom Noeding, RS Group
  • Influence were and continue to be paramount to the success of a number of projects across the ATC roster. They are brilliant creative thinkers, always on the ball, understanding of the artist's vision and a joy to work with.Jai Shaw, ATC Management
  • Influence Digital has really helped us reach our digital marketing goals. They are experienced, attentive and effective, and have proven to be an important asset in our organisation.Naoise Kavanagh, Jigsaw
  • Influence Digital have been a crucial part of the Anjunabeats and Above & Beyond story for over 15 years, and we hugely appreciate the cutting edge expertise and sage advice they have given us during that time.Tony McGuinness, Anjunabeats / Above & Beyond