Agency hails impact of ‘All In’ approach

A North East marketing agency is expanding its team after attracting a string of clients through a new fixed-fee model.

Newcastle-based Different Narrative launched its ‘All In’ approach in June 2025, replacing traditional hourly and project-based fees with a single monthly payment covering uncapped agency support.

A year on, the firm has secured six major clients through the model, including Experience North East England(formerly NewcastleGateshead Initiative), The Bridges Shopping Centre and Torch Cards, with two already renewing for a second year.

Further clients are expected to join this autumn as the agency continues to build its pipeline.

The growth has also prompted investment in its team, with Dikshita Chakraborty joining as client manager and Angel Shaji appointed junior designer during the past six months.

A new head of digital media is also set to join in September.

Managing director Kieron Goldsborough says the model is designed to give in-house marketing teams greater flexibility and certainty over costs, while shifting the focus from billable hours towards results.

Clients receive access to services spanning strategy, branding, digital marketing, PR, content creation and advertising under the monthly fee.

Different Narrative caps the model at ten clients to maintain service levels.

Once all ten places are filled, the agency has pledged to provide the same uncapped support to a local charity free of charge.

Kieron added: “The agency model is built on selling hours, and hours are the wrong thing to sell. 

“Clients don't want time, they want outcomes. So, we stopped. 

“One fixed fee, no cap, and suddenly every conversation is about whether the work is working – not what it costs. 

“If we don’t deliver, clients walk at the end of the year. 

“Two of the first six just signed for a second year, and that means more to me than any pitch we've ever won.”

Kelly Gleadow, director of communications at Experience North East England, added: “This is our second year of the ‘All In’ marketing services retainer, and over the past year this collaborative model has not only reflected our values but also helped us build capacity and momentum across our integrated B2B and B2C marketing campaigns.

“As we enter a new era as Experience North East England, the region’s destination marketing organisation, this agile partnership will support our ambitions across all seven local authority areas, helping us showcase the region’s unforgettable experiences to domestic and international audiences. 

“Different Narrative is a true extension of our team. 

“Their marketing expertise enables us to move at pace, respond to evolving priorities, and access creative thinking that maximises our impact and reach. 

“We look forward to continuing our partnership as we inspire more visitors to choose North East England.”

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