Talk us through an average day in your role
Peter Gearing, founder of Agent-At-Large:
Wake up, gym, jump in shower, and look at my phone and see if I have any new briefs. I then chat to lots of my roster of talent and catch up on any upcoming projects and what they are testing, as this is critical for them to keep active and current in today’s market. Check socials, lunch!!!!
Victoria Poole, founder of IFNOTNOWWHEN:
I usually start the day with a bit of an intention list, dog walk in the fields if in England or beach walk if in France, plus some training. The best and only way to start the day. I’m also obsessed with a daily healthy smoothie with all the plus 40-year-old necessary health additions. I then dive into reviewing our team priority lists over my morning tea to make sure we are abreast of everything going on with each of our clients with each team member and brand teams. After that, it’s all about picking up with my partners Peter Gearing, Liz Worrall and Brendan Hayes reviewing briefs and aligning with our creative / press / socials / digital / strategy team leads. Then it’s straight into calls with clients or collaborators, shoots, strategy meetings, campaign ideation or refining INNW’s growth plans with the team.
We work across such a wide range of industries, including Film and TV, so every day is a new combination of people and projects.
Since partnering with Peter and Agent-At-Large, our days have taken on an extra layer of creative momentum. We now have this seamless pipeline from strategy to production, which means we can move fast, flex with the brief, and deliver across the whole marketing and content spectrum.
How did you get started in the media industry?
Peter: All thanks to Capital Radio job finder at the tender age of 16, where I got a job as a runner at Tapestry in Frith St, Soho and soon moved up to being a retoucher as I had qualifications in creative arts. At this time, all retouching was by hand, brushes and dyes. It was a fantastic time in my life. Tapestry was part of the Prince’s Trust with an amazing blend of creative people and cultures.
Vic: I grew up in Spain with goats and a deep love of Spanish culture and language and then took my degree at the amazing UCL studying Spanish Literature and Film before landing my third year working at the amazing Saatchi & Saatchi in Madrid. I was so lucky to be the CEO’s pitch support team and got to be part of winning Olay, Toyota and Seat campaigns. I then came up through the agency world, starting at AMV BBDO after my degree finished, working across incredible global brands like Mars, Maltesers, Birdseye, Clarks, and more. From there, I took on global marketing director roles at The Mill and Gravity Media, leading a full global rebrand. I also helped transform Twickenham into a leading studio brand and helped Pitch & Sync expand into new territories. All of that experience really laid the foundation for launching IFNOTNOWWHEN – a collective built to bring that same level of expertise to clients but in a more agile, collaborative way.
What training did you have before entering the industry?
Peter: None, apart from a massive gob and ambition.
Vic: Most of my learning has come from 20+ years being in the thick of it—across agencies, post production houses, brands—start ups, scale ups and global businesses. The best training comes from solving real-world challenges on the spot. Whether it’s a creative that’s gone off-brief or a shoot that needs restructuring on the fly, we jump in and keep the momentum going. It’s one reason we have partnered so well with Agent-At-Large, both teams are used to fast turnarounds, high expectations, and know how to adapt quickly without compromising on quality.
Why do you enjoy working in the industry?
Peter: The people that come together are from all walks of life, every day is a new job and briefs that you never know where they could take you. Media is a challenging industry and having to reinvent is the best thing ever.
Vic: It’s the energy! And the people. You’re always balancing creativity with practicality, speed with substance. And the reward is getting to help brands show up in the world in ways that are meaningful and memorable. What excites me most now is being able to offer clients something truly end-to-end, where strategy, storytelling, and production are all aligned. I love making an impact and energising all our clients and brands to drive growth and change. Marketing really runs as the beating heart and can make such a big difference. I genuinely get up each day firing on all cylinders to make all the clients we get to work with do more and be better.
What piece of advice would you offer someone looking to explore a role similar to yours?
Peter: You have to love what you do or the job is not worth doing. Keep ambitious and keep up with current trends. Do not go against the tide or you will be lost, and smile, always.
Vic: Stay curious, stay collaborative, and keep learning! The most exciting thing about this industry is that it’s always evolving. New platforms, new ways to connect with audiences, new talent emerging all the time. Surround yourself with people who challenge you and who you enjoy working with. That’s how IFNOTNOWWHEN came to life, and it’s still what drives us every day.
Also, have fun and do what you love with the best energisers and supporters around you. We only have one life. This isn’t a dress rehearsal so do it your way!
