Fourth Floor: Driving innovation in games marketing

John Talbot, Audit Partner, and Pippa James, Tax Manager at Bishop Fleming, recently discussed Fourth Floor's growth and strategy with Rich Keith, CEO and Founder. 

Fourth Floor has been shortlisted in the "Scaleup of the Year" category at The SPARKies 2024 awards. Fourth Floor is a fast-growing UK games marketing agency that helps brands reach consumers by building partnerships with influential social media content creators.
 

What motivated you to start Fourth Floor, and how does your agency differentiate itself from others in the market?

My journalism background and experience working with content creators and influencers motivated me to start Fourth Floor. I noticed that many agencies needed to understand the creative process and what was required to create great content for audiences. Our agency is built on the principle of the value triangle, ensuring that every piece of work we do creates value for the content creator, the client, and the audience. This approach has been our driving force and sets us apart from others.

Can you describe the core values and operational structure of Fourth Floor?

At Fourth Floor, our operations are driven by a commitment to providing excellent service to clients, content creators, and internal team members. We have specialised teams in partnerships (sales), delivery, operations, technology, creative design, and video production. One of our core values is resilience, which involves preparation, flexibility, and adapting to changes. We hire people with a growth mindset who are open to new ideas and change.

How does Fourth Floor leverage data and technology in its creative process?

We are an insight-driven business. By combining data with experience and expertise, we derive insights that inform our creative ideas. We have built technology and data-driven tools to analyse our work, confirming that engaging and emotionally resonant marketing is the most effective. Our close collaboration with content creators helps us stay on top of trends and adapt quickly to changes in the market.
 

What role do you see AI playing in the future of content creation and marketing?

AI is set to transform the mechanics of content creation and marketing significantly. It feels similar to the digital revolution of the 1990s, where everything changes but nothing changes. AI will enhance our ability to deliver personalised, emotionally engaging content at scale. However, the core of effective marketing will remain the emotional connection and human creativity. AI will be an enabler, assisting with insights and tools that enhance our creative processes.

How does Fourth Floor stay ahead of trends and keep its content fresh and engaging?

We stay ahead by partnering closely with content creators who understand their audiences deeply. This partnership allows us to tap into what works on different platforms and adapt quickly to changing trends. We continuously monitor and analyse content trends, ensuring our marketing strategies remain relevant and effective.

Can you share more about the team behind Fourth Floor and their key drivers?

Our team is driven by the desire to provide fantastic service to our clients and content creators. We have teams across various functions, including partnerships, delivery, operations, technology, creative design, and video production. Each team member is committed to delivering excellence and aligning with our core values, such as resilience and creativity.

What challenges do you face in your industry?

The current economic situation is challenging, especially for the video game industry, which is experiencing a challenging time post-COVID. The sector is dealing with the fallout of significant investments that are now retracting. Navigating these economic difficulties while maintaining our high standards and commitment to our values is a key challenge.

What has been key to Fourth Floor's growth and recent Scaleup of the Year nomination?

Our clear understanding of our values and our focus on creativity has been crucial. We hire and operate based on these values, which have helped us navigate challenges and achieve significant growth. Resilience, creativity, and a commitment to delivering value to all stakeholders have been key to our success.

Do you see any specific trends or technologies impacting the industry in the next 6-9 months?

We are at the beginning of the AI age, and its impact will continue to grow over the next 6-9 months and beyond. While it will take time to understand fully, AI will significantly transform content creation and marketing. However, the fundamental need to emotionally connect with audiences will remain unchanged, and AI will serve as a tool to enhance that connection.

What advice would you give to other tech startups at the beginning of their journey?

Keep an eye on the bottom line and be careful with expansion—it can be expensive. However, on a positive note, focus on building a strong team and maintaining your core values. It's all about the people you hire and how they align with your vision and values.