Ten years ago, Alex Fenton had recently arrived in Shetland and was about to become a father for the first time. In January 2015 he was also about to step into NB Communication as business development executive with a head full of ideas and a drive to help local businesses maximise digital opportunities.
A decade later he’s still at NB and plays a pivotal role in the agency. Now assistant manager, he is known to many of our clients as a knowledgeable and approachable contact with a deep insight into what makes businesses tick in the digital world
Over the years, Alex has worked with scores, if not hundreds of clients. Here, Alex shares his journey, reflecting on the highlights, challenges, and growth that have marked his time with NB.
The early days
Back in early 2015, NB Communication was building its reputation as Shetland’s digital marketing experts and becoming known for its excellent work. There was a sense that the agency could go on to win bigger jobs from bigger clients. Achieving that was Alex’s role, delivering creative solutions for clients and helping the agency carve out its niche.
“I remember one of my first days at NB was spent helping with the Orkney Crafts Association tender. We won that job, and it was a pivotal moment for us,” Alex recalls. “It challenged us to think differently and proved that we could deliver attractive and high-performing websites. We built a great site for them.”
Expanding NB’s ambitions
That project helped raise awareness of NB in Orkney, and Alex began making regular trips to the islands.
“Our involvement with Orkney organisations expanded a lot. That became a defined part of my role, building up our presence in Orkney, gaining new clients and expanding our footprint.
“We work with loads of Orkney clients now and it was great being able to get to know the businesses, understand their problems and present well-thought-out strategic solutions at a fair price and do good work for them. That is what NB is all about.”
NB’s roster of Orkney clients speaks for itself including orkney.com, Sheila Fleet Jewellery, Orkney Distilling, EMEC, Aquatera, ReFLEX Orkney and others. It is telling that NB still works with those clients today.
Exporting expertise
During that time, NB was also expanding its horizons much beyond Shetland and Orkney.
“We were increasing our project work for international organisations like the International Maritime Organization and other IGOs – MEPSEAS, OSPAR Commission, OSPRI, GIWACAF – lots of excellent acronyms!”
All this from NB’s headquarters in Shetland’s capital, Lerwick. “We were exporting services to clients based in big cities and doing complicated work for them, and doing it very well thanks to our robust remote communication systems. This means our work has a global reach while we still support Shetland and Shetland businesses.
"That ability to remotely plan and deliver complex projects with a tried-and-tested process sets us apart from other agencies.
"We have that ability to do things correctly and with precision even when there isn’t the opportunity to be in the same room."
Transformation and growth
Over the years, the agency's growth has continued, backed up by increasingly impressive work examples. As that continues, Alex has helped NB win more work from national brands in varied sectors.
In recent years the agency has:
- Built several websites for AG Barr, delivering a brand-compliant tech stack for different high-profile products, including IRN-BRU, Rubicon and Barr Flavours;
- Designed, developed and supported a new website for Rettie, one of the leading names in the Scottish property market;
- Relaunched the flagship website of the UK National Commission for UNESCO based in London.
“These are national brands that we know work with other extremely good city-based agencies. For them to select NB is a massive honour and proves that we deliver work at the highest quality. We love working with these kinds of organisations, as well as still supporting Shetland and Orkney businesses.
“It is rewarding for our whole team to demonstrate and prove that we are equally capable of delivering on their requirements as any other agency.”
Strategic growth
Not only has NB reached a new calibre of clients, the agency has also expanded the type of work it does. The team now has deeper expertise in destination marketing, e-commerce, strategic marketing, and brand positioning, as well as offering ongoing support, website development and optimisation.
NB’s transformation hasn’t been accidental – it’s the result of strategic planning, a commitment to excellence, and a culture that prioritises collaboration and innovation.
“What’s amazing is seeing how far we’ve come,” Alex reflects. “When I think back to those early days, it’s incredible to see the progress we’ve made in terms of our processes, the talent we’ve attracted, and the impact we’ve had on our clients’ businesses.”
Visual evidence of this evolution is striking. From the simple yet effective websites of 2014 to the cutting-edge, optimised platforms the agency delivers today, the change is palpable. Our case studies and project portfolios showcase how NB has kept pace with industry trends and has often been ahead of them.
And there are many reasons to think that will continue in the next 10 years with a renewed focus on flexibility, adaptability and continued learning to provide the most creative solutions to challenging problems.
“It is an exciting time,” Alex says. “There’s still so much potential for NB to do a great job for other new clients, providing them with a more collaborative and productive agency relationship focused on helping achieve their targets. We'd love to hear from anyone who thinks we can make a difference.”
As NB looks to the future, it’s clear that the next chapter will be as exciting as the last. If Alex’s journey is any indication, there are lots of intriguing projects still to come.
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