We meet the three sisters behind a successful Birmingham business delivering clients’ marketing messages using the latest digital innovations and technology
Sister power is the driving force behind Birmingham marketing and media company Madison One Media. The business was set up four years ago by Chartered Institute of Marketing professional Siobhan Doherty, 26, who was joined by PR-qualified Fiona, 25, and 18-year-old Ellie-May who is currently working her way towards Chartered status. Together the trio has created a dynamic business which is shaping up nicely with a mix of local, national and international clients all seeking the best possible experience in boosting branding, marketing and communication using the latest digital technology and creative innovation.
Based in the heart of the Jewellery Quarter, Madison One Media also has a presence in London and Los Angeles and has launched brands at international events and venues in the US, UK and Europe as well as Dubai in the Middle East. Clients have included the likes of English Rugby and Scottish Power. The company’s mission is to ‘Bring Brands to Life’. And Siobhan said this is achieved by harnessing the power of new digital exposure opportunities that were previously only available to large multiple brands. “We bring this new-found technology to SMEs and blue chip companies alike through affordable marketing,” she explained.
The creative mix includes producing online video and television for brands. The company was awarded the prestigious CV corporate excellence award for video production in 2015. “Many businesses think that this is beyond their budgets,” said Siobhan. “But we show that this isn’t the case and that you can be creative within reasonable costs.” Madison One Media launched a ground-breaking property TV channel for Birmingham estate agents Maguire Jackson and was also heavily involved with the marketing and PR strategy for expansion plans at Warwickshire’s Dallas Burston Polo Club. Eighteen months ago, Madison One Media launched the Worldwide Style TV online channel which has featured leading entrepreneurs, names and brands, including Noella Gabriel, the founder of the global Elemis spa and beauty empire, and cosmetic skin specialist and winner of TV’s The Apprentice, Dr Leah Totton.
This year Madison One Media is adding Business TV Worldwide which will feature the owners and bosses of businesses who have had an impact within their industries. The channel will also feature a dedicated Birmingham feature segment showcasing local businesses. “Our challenge moving forward is to educate people about the opportunities that are out there for their businesses and their brands,” said Siobhan. “They might think they are too small to make a commercial, have a top-notch website and various other digital presences. We work on branding, marketing and commercials step-by-step. Unlike other agencies, we offer payment programmes so they can work with us in stages of their plan.”
It comes across instantly that Siobhan, Fiona and Ellie-May are ambitious and motivated individuals, and that probably comes from their background and childhood. Mum and dad, Marion and Michael, ran luxury designer children’s wear stores in Harborne and Solihull when the St Peter’s Catholic School, Solihull girls were growing up. “From the age of about seven I was going to places like Paris and Milan for their fashion weeks and seeing all the new clothes,” said Siobhan. “I guess that environment and seeing mum and dad in their own business rubbed off. We’ve all been really into the world of style, clothes, fashion and beauty. Now the three of us have our own business, it is fantastic to have the experience of mum and dad contributing as we need it.”
Madison One has ambitious plans to expand further in the US market with offices based in New York and Los Angeles One (the company’s name comes from Siobhan’s time working in the States where Madison Avenue is the hub of marketing in the Big Apple). And in a departure from the norm, the sisters are launching Madison of London, a British-made range of make-up at the industry’s Beauty UK Show at the NEC. “I have worked a lot in fashion and beauty marketing,” explained Siobhan, who went on to add: “I met Paul Smith at a show when I was just seven and he gave me a lift in his Rolls-Royce. We all got on very well with him…”