Background 

Marketing consultancy Stick + Twist was founded in 2018 on the belief that a supportive culture is key to delivering impactful strategic solutions. With the marketing industry undervaluing strategic talent, the company’s mission was clear: liberate strategists from outdated models, empower them with flexibility and responsibility, and foster a growth-driven environment. The company’s founding vision of creating a win-win for both clients and employees shaped its unique approach to business culture, which is represented by the ‘plus’ in its name.

Approach 

The cultural journey began in 2021 with a focus on defining core values. Through workshops and team discussions, three central values emerged: Liberated, Ambitious and United. These were combined into action-oriented behaviours, creating a strong cultural foundation with shared ownership across the team.

Building on this, Stick + Twist introduced an 8-week coaching programme for each employee, helping individuals align their personal values with their roles. The programme, delivered by Mind & Matter, encouraged self-awareness and leadership growth and was followed by team profiling to optimise collaboration. As the company expanded, it embraced self-managing teams, giving each ‘squad’ client and commercial responsibility and autonomy.

“A commitment to creating a culture of personal and organisational growth has enabled Stick + Twist to achieve 285% revenue growth since 2021.”

In the third phase, the company prioritised cultivating a growth mindset. The coaching programme extended into regular team coaching sessions, and a strategic measurement dashboard, The CurveTM, was introduced to track both personal and business development through monthly reflections. This, combined with bespoke training programmes like a Masterclass Series and leadership development in partnership with Hyper Island, ensured the company continually evolves.

Outcome

The results of Stick + Twist’s cultural transformation have been striking. Since 2021, the company has invested £5,450 and 55 hours of coaching per head and seen 285% revenue growth, driven by both client retention and new business wins. Stick + Twist boasts a 100% client retention rate, with major names like Lloyds Banking Group and Bupa remaining loyal partners. The company’s ability to adapt and grow has also led to new strategic services, including its LivePulse digital research platform and a strategy training academy, which have contributed to an additional 12% uplift in annual revenue.

Internally, the cultural investment has paid off with zero employee resignations since its inception while doubling in size in each of the last three years. The highly motivated workforce continues to deliver outstanding results, with a 97% client recommendation score and exceptional feedback from clients.