Based in the city of Leicester, since 2007, we pride ourselves on our technical knowledge and expertise across a full range of digital marketing channels, with all our teams trained and accredited by relevant bodies, including Google, Facebook Blueprint and Twitter Flight School.
With a mix of both B2B and B2C clients, we offer expertise across a huge variety of sectors. However, we specialise in 4 key areas:
With clients in sectors as diverse as manufacturing, health & medical, home & garden, fashion & retail, financial services, transport & logistics, we can field experts in a number of industries.
Experts in our own field, Anicca team members are regularly called upon to speak at a range of digital conferences including SMX, PPC HeroConf, BrightonSEO and our own digital marketing conference, Leicester Digital Live (previously named E-Commercial Conference, which we founded and have run since 2015).
Our team consists of people with both in-house and agency experience. Along with this, our backgrounds include journalism, marketers, scientists, creatives and even bakers and HGV drivers!
We pride ourselves on having plenty of real-life experience and being able to talk to clients with varying degrees of digital expertise and knowledge.
We are ambitious for ourselves and for our clients. The agency has grown rapidly in the past fifteen years and we are targeted to double in size again over the next three years.
Our original company, Anicca Solutions, was founded in February 2007, by Ann Stanley and Alex Fowler.
Anicca evolved out of our previous businesses “New Homes Direct” and “Overseas Homes Direct”, where we sold new and off plan property directly from the developers (helped by Ann’s sister Dawn Clode, who was brilliant at selling property).
Although these businesses allowed us to develop our web development and search marketing skills, Alex and I did not really like the cut-throat aspect of property sales. as we were both techies and marketers at heart!
By the start of 2007, interest rates were increasing and the writing was on the wall that investors were pulling out of the previously booming property market. It was time to get out and focus on digital marketing and share our knowledge gained from working in such a competitive sector.
In the first half of 2007, our fledgling agency was still focused on property marketing, providing Google Ads and search marketing for the same property developers we had been working with before. However, within 6 months, the financial crash hit and it looked like we would not survive our first year! So, by the autumn, we were going to quit and get day jobs!
Fortunately, once the news was out, we suddenly got a inundated with requests to help other businesses (and agencies) with their PPC and SEO. Plus, we had some small contracts for Alex to build new websites, (using our own custom-built CMS).
We went into 2008, knowing that the skills we had developed were in demand and that practical experience of running our own business was a real USP compared to the few other search agencies that were starting to appear.
Between 2008 and 2010, Ann Stanley was bringing in a lot more work, due to her growing reputation for providing helpful advice and extensive technical knowledge, which she shared at every opportunity (via training and speaking slots at industry conferences). As demand and clients increased , we started recruiting some more experienced staff.
We opened our first office in 2009, next to the Holiday Inn, in Leicester, which we soon filled with our first 6 staff. In May 2010, we moved to bigger (but very old) offices in Castle View, Leicester – which was a listed building with its own dungeon! This allow us to expand the team to around 10. We also started “growing-our-own” team of talent by taking on recent grads from the local Leicestershire Universities.
In our first 3 years, we grew pretty quickly and many of the staff that joined us during that period helped us establish a lasting reputation for doing high quality work and getting great results with SEO and PPC.
One of our first and key employees back in 2009, was Gurpreet Bassi, who stayed with Anicca for over 12 years, and only leaving during Covid, when the change in circumstances meant that she wanted to try something new (by going inhouse).
Under Gurpreet’s watch, she developed the experience and capabilities of the PPC team. This has had a lasting impression as she managed 3 of our current senior mangement team, including Darren Wynn (Managing Director), Ed Truman (Head of Analyitcs and Data) and Holly Kelly, who is our new Head of Paid Media.
In 2010, we were one of the first companies in the country to achieve the Google AdWords Certified Partner accreditation and we had contracts with over 20 regular clients from the Midlands and across the country.
We continued to grow during rapidly between 2011 and 2012. We had 30 clients and 15 staff and we needed to move again in May 2012, to The Crescent on King Street, Leicester. However, we grew too quickly and at this time we were still learning how to manage the finances of the business. So in 2013, we regrettably had to close the original trading company (via a voluntary liquidation) and transfer our business across to Anicca Digital.
In 2014, Caroline Spence joined as our new Head of PR and Content Marketing (later becoming a director), allowing us to offer these new services. Her previous experience working with big agencies meant that we started working with bigger clients who needed a broad range of services, rather than just PPC or SEO. This gave us the foundations to start growing again.
In 2015, we made a lot of changes that really allowed us to accelerate our growth:
We started 2020 full of optimism, Ann had managed to have a month’s holiday in New Zealand and all our hard work at the end of the previous year started to pay off, with an increase in new clients in January and February.
We decided to employ a specialist agency coach Janusz Stabik, to help us develop and implement or growth plans.
We just got started when COVID and the first lock down hit!
Unfortunately, we lost about 50% of our business within 2 months and had to furlough many staff.
Caroline Spence was able to start lecturing full time at DMU and a couple other staff used this as an opportunity to do other things.
Most of 2020, was spent coping with the financial shock and then remodeling and working on the business to recover.
In October 2020, we started to see some green shoots, we employed Angela Padfield as our head of new business, to help get us back on track. We also re-engaged Janusz, at the end of the year, to start again!
We started 2021, with some sad news, the great redundancy had kicked in, and we lost a few key and senior members of the team, looking for new opportunities or doing something very different.
We used this as an opportunity to restructure the team and bring in some new talent. We have since recruited a number of senior staff, including:
In addition, we have employed another 9 new members of staff across a range of roles and departments. We have also been able to recruit staff from all over the country, due to our flexi-working conditions.
Our hard work is paying off and we have now seen over 50% growth in revenues since March and we achieved 33% increase on our best every month pre-COVID.
Company number: 10834687
In 2017, we created a group company structure to allow us to diversify and set-up new companies to offer new or complementary services. The holding company is Anicca Group Ltd. This is owned and run by our directors, Ann Stanley and Darren Wynn.
Company number: 10855341
Anicca Ventures Ltd has been set-up as a vehicle for us to create joint ventures with other companies, on an equity-share basis. Our first joint venture is with Glasses Frames and Lenses, where we provide the digital marketing expertise and the original founder (Tina Mason) is providing the product expertise. Darren and Ann are responsible for running Anicca Ventures Ltd.
Company Number: 06984338
Anicca Digital is our original digital marketing company. The three directors have the following roles:
Company number: 10725580
We have also set-up Leicester Digital Ltd, for running future events and conferences.
The word Anicca is central to Buddhist teaching: the idea that all things are impermanent, i.e. everything changes.
We believe that your website and digital marketing will also be constantly changing, so Anicca is here to advice you and provide the technical and marketing expertise to keep up to date and ahead of your competitors.
Get in touch.Let’s talk.
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Anicca Digital 1 Abbey Gate LeicesterLE4 0AA