Fluid duo become agency co-owners

A Derby creative agency has expanded its leadership team after two long-serving employees became shareholders in the firm.

Fluid Ideas has promoted Dani Berzins and Sarah Bowler to partners and co-owners following a management buyout completed earlier this year.

The pair join founder Phil Harvey, managing partner Ed Bowler and existing partners Colin Mitchell, Dan Chadwick and Laura Wride in the ownership group.

The move follows the introduction of an Enterprise Management Incentive (EMI) scheme designed to give key staff the opportunity to take a stake in the business.

Ed said: “While working through the details of the MBO, we also worked to set up an EMI scheme. 

“We hope that becoming co-owners and partners will be emotionally and financially rewarding for Dani and Sarah as Fluid continues to go from strength to strength.

“We now have a pathway to repeat the exercise in the coming years to open up similar opportunities to others, in line with the ownership team’s desire to redistribute shares to people who are driving the business commercially, creatively and culturally.”

Founded 23 years ago, Fluid Ideas now employs more than 50 people at its base in Darley Abbey Mills on the outskirts of Derby.

The agency provides services spanning strategy, design, digital marketing, photography, motion graphics and social media, working with clients across sectors including manufacturing, property, education and health.

Dani joined Fluid in 2013 and progressed through the business from head of campaigns and content to associate partner.

She said: “Becoming a partner feels incredibly meaningful, and I’m so proud to have played a part in both Fluid’s evolution and its most important client relationships over the years.

“I’m honoured and lucky to work with so many talented people, and excited to continue building on everything we’ve achieved together as one of the co-owners of our agency.”

Sarah joined from Boots in 2019 and has played a key role in developing the agency’s health and wellness portfolio, helping secure partnerships with brands including Scholl, RESCUE Remedy and Optase.

Sarah added: “Fluid has always been a place where ideas, creativity and, above all else, people are truly valued, which is what makes it so special.

“I’m incredibly grateful for the support and trust I’ve been given over the past six years, which has helped me develop opportunities that have strengthened our agency further.

“Becoming a partner and co-owner is a huge honour, and I’m so excited for what’s to come next.”

Ed added: “Dani’s contribution to Fluid has been immeasurable – she’s been a defining force in our success for more than a decade.

“Sarah’s experience as a marketing and branding specialist has seen her manage projects, build client relationships and support the wider team on new concept work and pitches.

“Both fully deserve to become the first new shareholders at Fluid in more than seven years.

“This is a significant moment in our history, and we’re thrilled that these two talented people are able to take ownership in a business that they’ve already done so much to shape.

“It underlines our commitment to having a progression path at Fluid that people may previously have thought didn’t exist.”

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