Paul Corcoran, chief executive of Agent Marketing, has seen it all in two decades: the credit crunch, the Covid pandemic, and the rise of artificial intelligence. As his agency celebrates its 20th anniversary, he shares insights on resilience, innovation, and the evolving creative sector in the North West.
From Humble Beginnings to Integrated Agency
In 2006, Paul and his business partners founded Agent after identifying a gap in Liverpool's market for an integrated marketing agency combining PR, marketing, and design. "When I look back at the tenacity and naivety that went into getting something going… wow," he recalls. The goal was to offer clients a one-stop shop, a concept that was rare then but common now.
Weathering the Credit Crunch
Just two years in, the credit crunch hit. Paul credits survival to "digging deep and working hard." He emphasizes the importance of networking and continuous learning: "No one was going to turn up and say 'here's all your work.' You had to go out, meet people, and never sit still."
Betting on the Baltic Triangle
In 2012, Agent moved to the emerging Baltic Triangle regeneration zone, becoming the first tenant in Baltic Creative. Paul's curiosity led him there early. "I’d seen what Jayne Casey and Mark Lawler were doing, restoring old warehouses," he says. Despite client concerns about safety, Paul was excited: "The team really enjoyed it. We had a big space and plenty of parking."
The Covid Storm
When Covid struck, Paul decided against furloughing staff. "You have a moral obligation to look after your team," he asserts. Agent shifted from face-to-face collaboration to remote work, then opened a Manchester studio post-pandemic. "We weathered that storm and came back stronger."
Facing New Challenges: Iran War and High Costs
Current economic pressures, including the Iran war and rising costs, are familiar territory. "When you've been doing this for 20 years, you almost become used to the shocks," Paul says. Agent focuses on sectors like clean growth and net zero, applying lessons from past crises.
AI and the Four-Day Week
On AI, Paul is optimistic: "It's fantastic for troubleshooting, but it won't replace human ingenuity in strategy or creativity." Agent has offered a four-day week for three years, boosting retention and recruitment.
Agent Academy: Nurturing Future Talent
Through Agent Academy CIC, a social enterprise, Agent helps young people from diverse backgrounds enter the creative sector. "We get them into long-term, permanent jobs," Paul says, citing success stories of former zero-hour workers now marketing directors.
The North West Creative Sector
Paul has championed the sector as co-chair of the Liverpool City Region LEP's Creative and Digital Board. "Liverpool's creative sector is more commercial and confident than ever," he notes. Agent became a B Corp last year, and its upcoming Good Growth summit in Manchester will focus on responsible business.
Asked what's next, Paul jokes "a rest," but with the summit approaching, his relentless drive continues.
