Alan Coleman

The Wolfgang origin story is famous: you were rejected by Google and started an agency from your kitchen table that Google later named its #1 Partner. Take us back to that moment. What was the spark that made you decide to build your own thing?

Back in 2007, it was clear to me that Google Ads was the most effective advertising platform globally and that the majority of marketing budgets would eventually be spent there. 

Having studied marketing, I could also see what I'd learnt was largely useless when it comes to advertising on Google. A new skillset would be required to excel. So I decided to quit my job, teach myself how to do Google Ads and then build a team with the skillset to do great advertising. The ambition then was to be the country's no 1 experts in Google Ads. We've moved on to a more global ambition since.

You didn't just build an agency; you led the move to make it Ireland's first employee-owned trust. What was the personal drive behind that decision, and how has it shaped the agency's culture?

I believe "skin in the game" builds a stronger business. TBH, we've been empowering our people to improve our work and paying a quarterly profit share since the very early days. So we have always been utilising the principles of employee ownership. In selling in to our people rather than selling out, as is the status quo, we've doubled down on our "skin in the game" philosophy, and I'm really proud that we are the first business in Ireland to transition to an employee ownership trust. It's only early doors now, but I can already see that our work is improving as a consequence of employee voice.

Having achieved that original goal, and then some, what's the 'next' big obsession for you? What's the new challenge you're focused on for the agency's future?

We are entering the AI era of marketing, and I believe Wolfgang is uniquely positioned to prosper. Our learning systems in the Wolfgang Academy are unparalleled when it comes to upskilling digital marketers. So when the rate of innovation in our industry increases, we are well-positioned to race ahead. In addition, while many businesses are using AI to replace their people, we are going the opposite direction and using AI to enhance our people's expertise.