ABOUT THIS EPISODE
What does it take to build a successful agency without sacrificing culture, values or the people inside it?
In this episode of Mad Influence, Helen Saul is joined by Sinéad Gray, co-managing director of Kindred, a purpose-led PR and communications agency focused on campaigns that create positive change. Kindred has twice been named Agency of the Year at the Purpose Awards and works with organisations including BMW Mini, the Ministry of Justice and the British Heart Foundation.
Sinéad began her career at Kindred as an account executive in 2009 and has worked her way through almost every role in the business. Today, alongside her co-MD Sharon, she leads an agency built around a simple principle - no positive change, no pitch. That commitment has meant turning down significant amounts of potential revenue and reshaping the agency’s entire client portfolio over time.
As Sinéad puts it: “At some agencies, it’s a badge of honour that people will stay in the office until midnight or 2am the night before a pitch and you’re rewriting the work. That’s not how I want to work, it’s not how I want people here to work.”
This conversation explores agency culture, purpose paralysis and the growing fear of getting things wrong in a polarised world. Helen and Sinéad discuss the realities of the pitch process, why saying no can be a strategic advantage, how to assess what positive change really means, and the responsibility leaders have to create environments that are ambitious without being toxic. They also reflect on grief, perspective, coaching, and why meaningful work should never come at the expense of the people doing it.
Music written by Joseph McDade
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LinkedIn: www.linkedin.com/in/sineadgray/
Website: www.kindredagency.com/
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