Sally Mackerell is Co-founder & Chief Client Officer at the creative agency EveryFriday, which creates powerful campaigns for clients, who range from luxury brands to discount retailers, global corporations to boutique businesses. They include: Sky, Sony Music, Barclays, Tesco, UEFA & Deutsche Bank.
Co-Founder and Client Director at EveryFriday, we’re a creative brand and communications studio. Our HQ is in Spitalfields, Shoreditch, our people are spread all over the UK and we support global brands with business challenges including reputation building, marketing and communication. Before starting EveryFriday, I had senior Client Service positions at several different agencies. I experienced independent agencies, and bigger network agencies – some brand focussed, some advertising focussed, some experience focussed. I also did a maternity-cover stint client-side. That last one was important, I wanted to walk the talk – to get a genuine understanding for how we could better service our clients, and better respond to their business challenges. There aren’t many agency people that experience both sides and it really altered my perspective.
Despite how that answer above sounds (!) truthfully, no! I’ve always looked to expand my skills and experience, and take advantage of opportunities rather than have a set plan. When I’ve been too plan focussed in my younger years, I think it closed down opportunities and made me stress about my performance against ‘a plan’. This was true for all areas of life to be honest, not just career.
Saying that, it’s a plan of sorts to look for ways to grow your skills, and trust your gut along the way isn’t it? I’m in the business of relationship building – so being open to opportunities and where they might lead is crucial to my day-to-day.
I’m acutely aware of answering this from a position of privilege, but yes. In the early years, in my experience, being in Client Services was all too often only equated to being sociable, admin orientated (young and female), essentially being periphery to the core work which was left to the thinkers and creatives (pretty much all the men). Progress has thankfully changed that, but legacy tropes take time to change – and in some agencies Client Services are still not core to project decision-making or contributing to creative thinking. At EveryFriday it’s the opposite – Client Services is key to our business and always has been – side-by-side with creative and strategy, no silos. We’re responsible for being close to client business strategy and translating that into our creative output, which is core to the work.
Professionally – I’m not sure I’ve had it yet. If I can answer it that way. Every time we’re in a meeting talking about growth plans for EveryFriday, I feel a real sense of achievement at what the four of us have accomplished so far, especially in most recent times – but I know we have so much more ahead. I genuinely don’t think we’ve done our best work yet, so I don’t think I can answer that question.
Personally speaking – and it’s totally related to happiness and my career so it’s a valid answer I think – it’s my blended family set-up with my partner and step-daughter, and our great relationship with his ex-wife and her partner. It takes consideration, empathy, time and effort – but it’s something I am hugely proud of. The world is full of examples of that set-up never working and being a source of drama and pain for everyone involved, so leading a very different example of it working well is a great achievement for me, well, for all of us involved actually.
One thing…. That’s tough. I can think of three of equal importance:
How do you feel about mentoring? Have you mentored anyone or are you someone’s mentee?
It’s a big responsibility – but it’s so powerful. Yes I have done, and will continue to do so. Formally and informally (recently with KTG (Kerning the Gap) and also with UCA Epsom. Sharing experiences in certain moments can be life-changing. It was for me, it still is. I try to be able to do that for others too. I don’t have a formal mentor myself, but a handful of trusted people that come first to mind when talking something through outside of the situation is helpful. One is an ex-boss, now client. One is an ex-client, now friend. Getting healthy perspective is always beneficial.
I don’t think one thing can solely make a difference to be honest – a completely holistic approach covering education, raising awareness of opportunities in underrepresented sectors, greater transparency around pay, more open conversations to challenge biases, more approachable leadership and greater engagement between businesses and education are the things that working together will make the difference.
Professionally – Know your value, and be more ambitious to exert it sooner in your career – that’s about confidence in valuing the ‘way’ you do things, your ‘softer’ skills. They’re just as important. Simply speaking – ask for a promotion sooner – I let it run on way too long in previous companies.
Personally – call / facetime / visit your Dad (parents, loved ones, guardians) every single day, no matter how busy work is. You’ll always feel better for that connection. I lost my Dad a few months ago very suddenly, and never getting to speak to him again is the worst.
It’s a continuation really – building and growing EveryFriday for its next chapter with some cracking clients and work that puts us on the map. Come back to me then on the question about our greatest achievement!
Away from EveryFriday, and thinking to our industry in the future, I’d like to see far more females in creative departments, and running creative businesses. 1% of creative agencies are founded by women. 1%. I think about that stat everyday and hold myself responsible for trying to shift it.
June
18jun10:0016:00Legal Essentials: Supporting Women at Work
18/06/2025 10:00 - 16:00(GMT+00:00)
Did you know that tribunal claims related to menopause, menstruation, fertility treatment and pregnancy loss are rising fast? Many employers don’t realise that these issues can
Many employers don’t realise that these issues can legally qualify as a disability under the Equality Act.
Yet most of these claims are avoidable with the right training, policies and action.
That’s why I’ve partnered with employment lawyer Hannah Strawbridge to deliver a full-day, live online course designed specifically for HR, DEI, and managers.
You will be able to:
Understand your legal obligations around women’s health issues
Recognise when they may be classed as a disability under the Equality Act
Take practical steps to reduce legal and reputational risk
Learn how to avoid tribunal claims
Handle health-related conversations and workplace adjustments with confidence
Create a legally compliant Women’s Health Action Plan
Whether you’re reviewing your current policies or building a strategy from scratch, this course will give you the legal clarity and practical support you need.
DATE: Wednesday 18th June
TIME: 10.00am – 4.00pm
PLACE: Zoom
19jun18:0021:00Discover How You Can Make a Difference at our eCubed Volunteer Social
19/06/2025 18:00 - 21:00(GMT+00:00)
Arch One
83 Rivington St, Shoreditch EC2A 3EY (the old Cargo)
Whatever your interests or skills, there’s a place for you on our passionate volunteer team. Together, we run inspiring
Join us for a relaxed evening of drinks, nibbles, and conversation with the eCubed team. You’ll get a behind-the-scenes look at what we do, how we do it, and the charities we champion.
Curious about getting involved? This is the perfect chance to throw yourself into the eCubed experience and see if it’s the right fit for you. All you need is a can-do attitude and a passion for creating positive change—everything else is a bonus.
Day : Thursday 19th June, 2025
Time: 6:00pm – 9:00pm
Location : Arch One, 83 Rivington St, Shoreditch EC2A 3EY (the old Cargo)
Simply register below, let us know any guests you’d like us to bring. We can’t wait to meet you. You’re guaranteed to meet some awesome people and hopefully be inspired to get involved or even share some new ideas – no pressure, no obligation.
26junAll DayThe Brilliance Summit 2025
26/06/2025 All Day(GMT+01:00)
De Vere Grand Connaught Rooms
The Edinburgh Suite, 61-65 Great Queen St, London WC2B 5DA
We’re proud to announce our partnership with The Brilliance Summit, an electrifying one-day event for women in leadership
This isn’t just a summit—it’s a movement.
“At The Brilliance Summit, women show up, speak up, and level up. They shake off limitations, own their presence, and lean into their next level.”
Taking place in London on Thursday, 26th June this transformative event is curated for ambitious women who lead, whether that’s in the boardroom, the business world, or within themselves.
Here’s why this matters:
We’ve seen the power of what happens when women are given space to show up fully—and this is that space.
As partners, we’re excited to offer our community a discounted ticket.
Use code WeAreTheCity2025 at checkout to access your exclusive rate.
Grab your ticket now at www.thebrilliancesummit.com
Let this be the moment you stop waiting and start owning your brilliance.
26jun08:0017:00WeAreTech Festival | Hybrid Conference
26/06/2025 08:00 - 17:00(GMT+01:00)
etc.venues, St Paul's,
200 Aldersgate St, Barbican, London, EC1A 4HD
As a hybrid event dedicated to empowering women in technology, our festival continues to break barriers and redefine industry norms. This year promises an even more exhilarating experience as we bring together women from diverse backgrounds and experiences to share knowledge, inspire one another, and create new opportunities for growth and advancement in the tech industry.
The WeAreTech Festival is a beacon of inspiration for women in the tech industry, urging them to confidently stride forward in their careers. Our goal is simple yet profound: to inspire and motivate every attendee to take bold steps towards their professional aspirations.
Throughout the day, you’ll have unparalleled access to the wisdom and insights of senior leaders in the tech field. Engage with thought-provoking discussions through our panels, where you can contribute your perspectives and glean invaluable knowledge from industry experts.
But that’s not all. The afternoon sessions are designed to put you in the driver’s seat of your learning journey. Tailor your experience to your needs and interests, shaping your path towards growth and success in the tech world.
And let’s not forget the added perks of speed networking and mentoring. Connect with like-minded individuals, forge meaningful relationships, and gain invaluable guidance from seasoned professionals who are eager to support your journey.
At the WeAreTech Festival, we believe in empowering women to embrace their potential and seize every opportunity that comes their way. Join us, and let’s embark on this transformative journey together.