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A Day in the Life

A Day in the Life: Sammy Albon, Creative Strategist at Digital Voices

Now in the role of creative strategist at Digital Voices, Sammy Albon’s background in the influencer sphere started when he, alongside his twin brother Niki, started his career as a freelance content creator seven years ago. From YouTube, to podcasting with the BBC, and now working agency side - Sammy is a veteran amongst the influencer community.

Sammy’s time as a content creator allowed him to travel across Europe and the US meeting viewers who were passionately invested in his content, as well as working with huge brands such as Disney and McDonalds. One of Sammy’s proudest achievements, he says, was launching BBC Radio 1’s ‘return to comedy’ with their first creator-led podcast.

In 2019, having noticed how many influencer marketing experts were making decisions affecting content creators without direct experience in content creation, Sammy decided to brand out and offer his voice, as a creator, within a digital creative agency – Digital Voices was the perfect fit for him. 

In his role as creative strategist at Digital Voices, headed up by Jenny-Quigley Jones, who was a chair at this year’s Influencer Marketing Show Global, Sammy’s work is client-facing, speaking to brands and educating them on the immense value of effective creator marketing. 

A large part of Sammy’s role is writing, developing, and pitching proposals to clients – allowing those who are yet to delve deep into the world of influencer marketing to ensure that they are creating concepts that are original for each client. Sammy notes how the team at Digital Voices are very ‘nerdy’ about data, explaining how it’s always fascinating bringing together learnings and trends which can help inform a client’s future strategy.

Sammy Albon

Sammy tells Talking Influence what a day in his life usually looks like… 

7:00: I roll out of bed straight onto my pilates mat where I centre myself, setting my intentions for the day ahead, followed quickly by an icy cold shower to alert my senses and a mild gua sha session.

Just kidding. 

7:00: Alarm goes off once. 

7:03: Alarm goes off twice. 

7:06: Alarm goes off on my watch, phone, and Google Home simultaneously and I’m rudely awakened. I trudge downstairs to make a coffee and stare at the Essex countryside. I can see two goats and a donkey from the kitchen window… they’re not mine, but I still love them.

7:30: I don’t have many good habits, but exercise and moving have always helped settle my mind, allowing me to find a bit of peace. Over lockdown I’ve been really into kettlebell workouts so I try my best to get in 30-45 minutes of exercise each morning (to counteract the emotional support chocolate I get through each lockdown week.)

8:00: I like to use the hour before work to power through some emails and the latest industry goss. An essential part of what we do at Digital Voices is spending time sharing our YouTube recommendations each week, so this is the perfect time to get caught up with my favourites (my current obsession – Barnaby Dixon, I just wish he created more often!) 

Today, I’m leading a webinar on gaming creators and how brands can unlock their potential for a top media agency. Combining my lived experience as a creator who had a gaming channel, with my knowledge of the gaming creator economy, and what brands have done and could do better. You can never be too prepared so I’ll be rehearsing that during my commute to the kitchen table.

9:30: Our morning call with the Strategy team. During the lockdown, it has been so valuable checking in with the team each morning; a chance to chat, hear what everyone’s working on, and still feel connected whilst we’re predominantly WFH. When I joined a year ago there were only six of us on these calls… Digital Voices is growing so quickly and there are now over 20 of us across multiple different time zones, so we’ve had to split the calls up into different teams.

10:00: My role is a mixture of campaign management, account management, and winning new clients. We don’t have a sales team, but rather YouTube experts who have an immense understanding of the platform and the immeasurable value it can provide over other platforms.

Today, I have a weekly status call with one of my ongoing clients who has seen so much success with YouTube compared to their past Instagram and TikTok activations so we’re chatting about scalability. My favourite word.

11:00: We’re going to be pitching to a tech brand today whose primary objective is to drive app downloads, whilst also raising vast awareness amongst 18-24-year-olds. Our brand awareness and performance teams have worked closely on the creative and strategy to ensure we’re getting the best of both worlds – we’re checking in ahead of the proposal to iron out any creases and have a run-through.

12:00: Lunch, a TikTok scroll, and a huge addition to my weekly screen time. 

Sammy on a work call

13:00: Proposal time! Mandatories during presentations: “can you hear me?”, “can you see my slides?”, and “you’re on mute…” often all me.

14:00: Production team check-in. I’ve been working closely with my colleagues Anna M, Anna G, Jack, Lauren and Liv to aggressively scale a campaign for a client. We check in twice a week to work out any kinks and establish a plan of attack. From my time in the industry, I’ve never seen professionals deal with creators with such a degree of compassion and understanding – something I would have loved during my time as a creator.

15:00: Webinar time. This one was over Zoom where I thankfully couldn’t see the quizzical faces of the 60 people watching, wondering why they should be paying creators a fee and not just ‘opportunity’. There were an awful lot of questions that have now spilled over into email which is promising!

16:00: Proposal time. We take this opportunity to really understand what our clients want, and why they haven’t been able to achieve it previously. Unfortunately a lot of brands have been burned previously by a poor experience in the creator space, so a great deal of my time is spent educating and sharing case studies of a demonstrated history of smashing expectations.

17:00: As today is Thursday, it’s time for our weekly ‘YouTube sesh’. Beyond being YouTube experts, we’re also YouTube obsessives and take an hour each week to share a beer and our top recommendations from the platform that week. One thing I’ve come to learn over the past 12 months is that not enough people appreciate ASMR.

18:00: I commute to the kitchen, open the fridge and stare into the abyss hoping that a meal will jump at me. It doesn’t so I do the next best thing – pop the PS4 on, launch Fortnite, and order Deliveroo. My girlfriend and I have single-handedly kept our local Thai restaurant going through the pandemic… We’re just doing our bit.

19:00: I’d like to say I have a wild social life but I’m a terrible liar. Current obsession: Extreme Cakemakers on Netflix. Bitesized episodes, huge cakes, zero calories – thank me later.

19:00 – 22:00: This is primetime for campaign content. Content creators don’t work 9-5, and they’ll upload at primetime to ensure they’re maximising their reach. I and the production team will be on-hand as content goes live – we’re excited, but will be keeping a close eye on ASA regs.

Having experienced the influencer marketing industry on various parts of the spectrum, Sammy is able to apply both knowledge and passion to his role, supporting the industry agency side from the perspective of a creator.

If you or one of your colleagues has an interesting role within the influencer marketing industry, we would love to hear from you. Send through your submissions via our Typeform.

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