What led you to start Our Culture, and how did you find early traction in such a competitive space?

Early traction came from the consistency of content and also because we covered new angles that others weren't doing. None of it was genius, just pure interest and love for the arts so the initial growth. Essentially, we earned traction by showing up every day. A lot of the success we had was luck, being unoptimised, and not having too many rules. We essentially rolled the dice and stuck with what performed well. We still do that and it works.

What's helped you build a sustainable media brand when so many struggle?

Focusing on the long term and understanding the importance of adaptability. Like any other company, a media company can die by concentrating on something that worked before but now doesn't. It's been a slow burner, but we prefer it this way. It's also about knowing the audience, what they want, why they want it, and what they will want the next week.

How do you see the agency and media sides of Talks evolving together long-term?

The media side builds the audience and brings us customers. Essentially, it does 95% of our sales. We don't have a sales team at Talks. We don't even run GA ads for most of our work. Only experimental projects.

The agency then takes on the clients and brings back new ideas for the media side to focus on. It's a loop in which we feed ideas from the media to the agency. And vice-versa.

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