Inside The DM Lab: How a Small Agency from Hereford Became a UK Digital Powerhouse

Welcome to this exclusive interview with Chris Tipping, Marketing Director at The DM Lab — one of the UK’s top-rated and multi-award-winning digital marketing agencies.

With over 15 years of experience in sales, marketing, and web development, Chris has built The DM Lab from the ground up into a results-driven agency recognized for its creativity, data-led strategies, and people-first culture.

Beyond leading innovative campaigns, he’s also deeply involved in his community — supporting youth development and creative initiatives through Belmont Wanderers FC and the Veteran Support Centre.

It’s a pleasure to have you with us, Chris!

To set the mood, please tell us a little about yourself — your childhood, educational journey, and the path of your professional growth that has led you to where you are now.

Early Years:

I have been training since my early 20s. After enjoying my adolescent life to its fullest, everything changed when I became a father at, what was then, an early age of 22. My lifestyle shifted from ’living for the weekend’, drinking, partying and socialising, to wanting to be the best father I could be. I couldn’t achieve this by living that way! I dramatically reduced the amount of alcohol I was drinking, I won’t lie and say I gave up but it certainly was a lot less than it was! I began cycling to work, joined a gym, became interested in aspects of bodybuilding and focused more on cardiovascular activities.

I had used my twenties to bring up my daughter and welcome another into the world. My life became a cycle of working, exercising and being a father. These 3 things alone were becoming very demanding and I did not want to give up any one of them. Out of the 3, I found the work the least rewarding. So, I enrolled as a mature student that I was hoping would create an opportunity for work to become less of a burden so that I could embrace the family and exercising aspects further.

After persevering with a sales job during my degree, I knew that a better life awaits. After graduating, I had developed skills which suited the emerging shift to a digital world. By now I was just turning 30, my young family had both grown in number were growing up fast. Working all hours drained my energy. I wasn’t exercising as much and had little in the tank to play with my young family after work. This had to change… And it would.

After toying with the idea of starting my own company, I began freelancing. I met my now business partner who had been made redundant and realised that our complimenting skillsets were what was needed to make everything official. I registered the business on June 22nd 2010. Working on my terms and around my family dramatically increased my quality of life.

Not only this, but Co-Director Dale also had a young family and was also into fitness. As the business flourished, we were able to get back into a proper routine with a good work – life balance. We trained together at the same gym in the morning before work and on the weekends we both took part in the same events, sportives, half / full / ultramarathons. The mojo was well and truly back!

With the active lifestyle heavily promoted within the business and across the business’ social channels, we have been fortunate enough to use our interest in fitness to fundraise for all sorts of charities and all sorts of events.

Educational journey:

My background in sales, coupled with a degree in Computer Science, Networks, and Information Security, provided the foundational knowledge and skills needed to embark on my entrepreneurial journey. However, it was a series of personal revelations and external circumstances that ultimately led to the creation of The DM Lab.

One pivotal moment occurred early on to trigger my entrepreneurial journey. After the rejection and disappointment in attempting to join the army due to health reasons, I was at a crossroads, unsure of what path to take next. It was a moment of profound uncertainty and self-doubt, but instead of succumbing to despair, I chose to persevere and pursue my passion for computer science.

This decision to pivot and pursue higher education while juggling full-time work and family responsibilities was not easy, but it taught me the importance of resilience and adaptability in the face of adversity. It was during this time that I honed my skills in web development and digital marketing, laying the groundwork for the business I would later build. There were moments when it felt like success was out of reach, but I remained steadfast in my commitment to persevere.

Professional Growth:

Unbeknownst to me at the time, a pivotal moment in my professional growth came when I encountered a friend of my brother, now The DM Lab’s Creative Director, Dale, who had been made redundant from his long-term job. Despite facing financial challenges and uncertainty, I saw an opportunity to collaborate with Dale and leverage our complementary skill sets to build something meaningful together. The DM Lab was born out of a shared vision to provide high-quality marketing services while making a positive impact on the community.

One key motivator in my professional growth was my desire to make a difference in the local community. Growing up in Hereford, a historic city struggling to embrace technology, we identified a gap in the market for quality marketing services tailored specifically to local businesses. This realisation, coupled with my passion for computer science and web development, sparked the idea of starting a business that could help bridge this gap and support local businesses in navigating the digital landscape.

From its inception, The DM Lab's vision has been shaped by a commitment to corporate social responsibility (CSR) and community engagement. We prioritise supporting grassroots clubs, charities, and events as part of an active CSR drive, reflecting our personal values of giving back and making a difference. This ethos is ingrained in our company’s culture, with directors leading by example and inspiring others to follow suit.

My journey has been characterised by perseverance and a steadfast commitment to excellence. Despite facing challenges and initial rejection from the local market, we remained undeterred, focusing on building relationships and delivering results for clients. Over time, this dedication paid off, and The DM Lab gained recognition both locally and nationally.

One of the most significant lessons learned along the way is the importance of patience and consistency. Building a successful business takes time, and our journey from humble beginnings in a converted garage to a thriving agency in the city centre is a testament to this. By setting realistic goals, maintaining high standards, and continually pushing the boundaries of innovation, The DM Lab has achieved sustained growth and success.

I’ve always had a curiosity for how things work - from pulling apart computers as a child to later exploring how technology connects people, communities and businesses. My background blends both the creative and the technical: a degree in Computer Science, Networks & Information Security gave me the grounding in logic and structure, while years in sales taught me how to connect, listen, and deliver what people actually need - not just what they ask for.

The DM Lab grew from that intersection: where creativity meets data, and where technology becomes human. What started as a personal vision quickly became a purpose-driven business that now helps companies grow, connect, and make a positive impact - both digitally and socially.

The DM Lab has a distinctive name that instantly sparks curiosity. What’s the story behind it, and how does it reflect your agency’s philosophy?

The name ’The Digital Marketing Laboratory’ was born from one idea: we experiment to evolve – and was nearly 3 years in the making! Why so long? Well, I originally set up the company under the name ’McTip IT’ (it seemed like a good idea at the time!). However, after a year of finding our true purpose, we began creating our new brand. It had to be right, as we would be offering branding as a service from our design and digital marketing agency. If we couldn’t get it right for ourselves – then why would anyone trust us to do it for them?! We’ve seen local companies continually reinvent themselves to try and captivate an audience. But a rebrand isn’t something that is continual. You have to build trust, and trust comes with expertise.

We didn’t want to be ’just another agency.’ We wanted a space - literal and philosophical - where ideas could be tested, data analysed, and strategies refined until they work. The ’lab’ concept captures our iterative approach to growth. We’re not afraid to test, adapt and learn; in fact, that’s how we stay ahead. Every project is an experiment, every client relationship a collaboration, and every result part of a much bigger equation for success.

It’s about combining creativity with measurable science - proving that brilliant marketing doesn’t have to be guesswork.

The agency has received multiple awards and recognition among the UK’s Top 100 SMEs. What do you think has been the key to this ongoing success?

The key to The DM Lab’s ongoing success lies in one simple truth - we care.

Not just about the work, but about the people behind the work: our clients, our team and our community. That philosophy has guided every decision we’ve made over the last 15 years and is the reason we’ve evolved from a small two-person setup in a converted garage to one of the UK’s Top 100 SMEs and Herefordshire’s highest-rated digital marketing agency.

Our success isn’t built on luck or vanity metrics, it’s built on consistency, curiosity and conscience.

We’ve proven that when you blend technical excellence with genuine integrity, you create something unstoppable. From pioneering SEO and PPC strategies that deliver measurable results, to building seamless, conversion-driven WordPress websites, we don’t just execute, we educate, empower and elevate. Clients don’t just hire us for marketing; they trust us to transform their digital presence.

Our commitment to corporate social responsibility (CSR) and environmental accountability also underpins this success. As an Organisation for Responsible Businesses member, a Good Business Charter accredited company, and a Green World Award winner, we’ve shown that profitability and purpose can co-exist. We don’t just talk about ethics — we embed them in every aspect of how we operate, from volunteering locally to tracking and reducing our carbon footprint through Tech Zero and Ecologi.

The accolades, from ’Best Digital Marketing Business’ at the UK Small Business Awards to being named among the Elite Business Top 50 and a CSR World Leader, aren’t the goal, they’re proof that doing things the right way pays off.

Ultimately, the secret is simple: we never stand still, we never compromise on quality and we never lose sight of the fact that our work, like our impact, should last.

That balance of heart, hard work and high standards is what keeps The DM Lab growing, year after year. We’re a small agency with a big conscience, making a national impact one digital success story at a time, and that success isn’t built on luck or trends, it’s built on consistency. We’ve always prioritised three things: integrity, innovation and impact.

We’ve spent 15 years evolving with the industry while staying true to our core belief - if our clients grow, we grow. That client-first focus has driven every decision, from building a truly multi-disciplinary team to expanding our services across web, design, PPC and SEO.

Being recognised nationally through awards and accolades isn’t just about prestige - it’s proof that doing business the right way works.

What has been one of the biggest challenges The DM Lab has faced — and how did you overcome it?

The single most important challenge I've learned in business is the power of perseverance and consistency.

This challenge has not only shaped my journey as an entrepreneur but also serves as valuable guidance for navigating the highs and lows of entrepreneurship.

Throughout my years in business, I've encountered numerous obstacles, setbacks and moments of doubt. There were times when it seemed easier to throw in the towel and give up, but I've come to realise that success in business is often a result of sheer perseverance and determination to overcome challenges – it’s always darkest before the dawn!

One of the key milestones in my journey came when I rebranded my business to The DM Lab in 2014, shifting my focus to digital marketing. This decision was driven by a desire to differentiate myself in the market and provide clients with comprehensive solutions that went beyond traditional web design.

The road to success was anything but smooth! I faced scepticism and resistance from the local market, which was dominated by established competitors. Breaking into the market was challenging. There were times when it felt like I was fighting an uphill battle.

I remained consistent in my approach, focusing on delivering high-quality work and exceeding client expectations. I refused to compromise on my values or integrity, even when faced with pressure to cut corners or sacrifice quality for short-term gains.

Over time, my perseverance began to pay off. Clients took notice of my dedication and expertise, leading to referrals and word-of-mouth recommendations that helped me grow my client base.

The most important lesson I've learned is that success in business is not determined by overnight victories or instant gratification. It's the result of consistent effort, resilience in the face of adversity and unwavering commitment to one's goals and values.

This lesson serves as valuable guidance for fellow entrepreneurs facing their own challenges and uncertainties. Setbacks and failures are inevitable on the path to success, but it's how we respond to them that defines the journey!

Stay true to your vision. Embrace the journey, knowing every setback is an opportunity for growth and every obstacle is a stepping stone to success.

The digital marketing landscape is constantly evolving, from SEO updates to AI-powered tools. How does The DM Lab stay ahead of these changes, and what is your perspective on the impact of AI in marketing?

At The DM Lab, adaptability isn’t just part of our strategy - it’s part of our DNA. The digital marketing world never stands still, and neither do we. For over 15 years, our agency has thrived by embracing change, anticipating trends, and transforming challenges into opportunities for both our clients and ourselves.

We understand that success in digital marketing isn’t about reacting - it’s about staying ahead of the curve.

Our team continuously tracks search algorithm updates, ad platform changes, and emerging technologies to ensure that every campaign we deliver remains relevant, compliant and effective. Whether Google shifts its SEO landscape overnight or Meta rolls out new ad targeting restrictions, we pivot quickly - backed by a combination of ongoing research, real-world testing, and data-driven decision-making.

Our approach blends creative intuition with technical precision. We invest in continuous learning through certifications, webinars, and strategic collaborations, ensuring our specialists in SEO, PPC, web development, and content marketing are at the forefront of industry evolution. We don’t just adopt new AI tools and automation platforms for the sake of it — we rigorously test, refine, and implement them only when they truly add value. This balance between innovation and discernment means our clients benefit from cutting-edge strategies grounded in proven methodology.

Beyond the technical, we future-proof by focusing on what never changes: the human element. Data tells us what people do, but empathy tells us why. Our creative campaigns, user-centric web builds, and storytelling content are all shaped by human insight and behavioural psychology - because the best marketing still speaks to people, not algorithms.

Internally, our structure also supports agility. With a lean, skilled team and direct leadership involvement from co-founders Chris and Dale, we move fast without bureaucracy. This flexibility allows us to adapt to new technologies and trends in real time, embodying our philosophy: see what’s coming, respond authentically and build something meaningful from it.

Ultimately, staying ahead for us means constant evolution without losing integrity. We experiment boldly, analyse obsessively, and apply learnings responsibly. It’s why we remain one of the UK’s most respected full-spectrum digital agencies - not because we chase trends, but because we understand them, master them and make them work for our clients.

Our mentality keeps us curious. We test new technologies early, measure the real impact and then adapt.

AI has changed how we work - not by replacing creativity, but by enhancing it. We use AI to analyse trends, streamline workflows and scale personalisation. But we never let it take the human out of the process. Strategy, storytelling and empathy can’t be automated - and that’s where we still win.

What marketing trends or technologies do you believe will define the next few years for small and mid-sized businesses?

An excellent question – and one we can answer in depth and hope the readers might glean some insights from!

The marketing landscape is changing faster than ever, and for small and mid-sized businesses (SMBs), the next few years will bring both challenges and incredible opportunities. Emerging technologies are levelling the playing field, allowing smaller organisations to compete with larger ones through smarter automation, personalisation, and creativity. Here are the key trends that will shape the future of marketing for SMEs.

1. Generative AI and Marketing Automation
Artificial intelligence is rapidly becoming a core part of marketing operations, from writing social posts and blogs to designing visuals, generating product descriptions, and optimising ad campaigns. AI tools are helping small teams produce high-quality content faster, streamline workflows, and personalise messages at scale. However, success depends on balancing automation with authenticity. The most effective marketers will use AI to enhance, not replace, their brand voice and human creativity.

2. Hyper-Personalisation and Predictive Analytics
Customers increasingly expect brands to ’know’ them, to deliver the right message at the right time through the right channel. Thanks to accessible AI tools and improved CRM systems, even smaller businesses can now use data to anticipate customer needs and behaviour. Predictive analytics will allow marketers to tailor offers, emails and recommendations to individuals, improving engagement and conversion rates.

3. A Shift to First-Party Data and Privacy-First Marketing
With the decline of third-party cookies and the rise of stricter privacy regulations, SMBs must focus on collecting and managing their own first-party data. Building trust through transparent data practices and offering real value in exchange for information, such as loyalty programs or personalised content, will be critical. This shift will help brands create more meaningful and compliant customer relationships.

4. Integrated Marketing Technology Stacks
Many SMEs struggle with fragmented tools for CRM, email, social and analytics. The next wave of marketing technology will focus on unifying these systems into connected, automated ecosystems. Integrated platforms reduce inefficiencies, improve data accuracy and create a smoother customer journey, freeing teams to focus on strategy rather than manual coordination.

5. Conversational and Predictive Commerce
AI chatbots, virtual assistants, and voice interfaces are evolving from simple support tools into intelligent sales channels. In the near future, customers may interact with digital agents to get product recommendations, make purchases or resolve issues instantly. Preparing content and product data for conversational discovery will soon be as important as traditional SEO.

6. Generative Engine Optimisation (GEO)
Search is changing dramatically as AI-driven results become the norm. ’Generative Engine Optimisation’ focuses on making content more discoverable and quotable by AI-powered search assistants and summaries. Structured, authoritative, and context-rich content will stand out as generative search tools reshape how consumers find information.

7. Immersive and Interactive Experiences
Augmented and virtual reality are becoming more accessible, offering creative ways to engage customers; from virtual try-ons to interactive product demos. For many SMEs, this may start as small experiments rather than full-scale adoption, but early movers will benefit from stronger engagement and differentiation.

8. Community and Co-Creation
Trust is increasingly earned through community and collaboration. Customers want to be part of the story - not just the audience. Encouraging user-generated content, partnering with micro-influencers, and building online communities will help brands foster loyalty and authenticity, especially among younger audiences.

9. Purpose-Driven and Ethical Branding

Finally, values matter more than ever. Consumers want to support companies that align with their principles. Communicating genuine commitments to sustainability, inclusion and ethical practices will become a key differentiator - not just a ’nice to have.’

For small and medium-sized businesses, the coming years will be defined not by how much technology they adopt, but how intelligently they use it. The goal isn’t to chase every new tool, it’s to build a connected, data-driven marketing ecosystem that amplifies what makes your brand unique.

Start by strengthening your digital foundations, experiment with AI and automation where it adds real value, and keep your focus on authentic, human-centred storytelling.

In an era of endless digital noise, the brands that blend innovation with empathy will be the ones that thrive. We’re entering an age of authentic performance. Businesses can’t rely on hollow metrics anymore, customers want meaningful engagement. I see three key trends shaping the landscape:

• First-party data intelligence: understanding audiences deeply, ethically and intelligently.
• Sustainability as strategy: not as a buzzword, but as part of brand identity.
• Human-centred content: stories and values driving digital decisions.

SMEs that align their digital presence with transparency and purpose will thrive. Those that fake it won’t.

In your opinion, what separates a good marketing campaign from a great one?

A good campaign captures attention. A great one earns trust. The difference lies in emotional intelligence. Understanding not just what your audience sees, but what they feel. A great campaign has clarity, creativity and courage. It tells a story that means something.

In today’s noisy, fast-moving world, countless marketing campaigns grab attention, but only a few truly stick. The difference between a good campaign and a great one isn’t just about budget, reach, or cleverness. It’s about depth of impact - how deeply it resonates, how long it endures and how effectively it makes people care.

Here’s what truly separates the good from the great:

1. Emotion Over Attention

A good campaign gets noticed. It’s clever, funny, or visually striking. A great campaign goes deeper: it makes people feel something. Whether it’s pride, nostalgia, belonging, or inspiration, emotion creates connection. Nike’s legendary ’Just Do It’ campaign, for instance, wasn’t about shoes - it was about human potential.

2. Storytelling Over Messaging

Good marketing delivers a message: our product solves a problem. Great marketing tells a story that invites people in: here’s a story you’re part of. The best brands become characters in their audience’s lives, not just names in their feeds.

3. Insight Over Assumption

Good campaigns follow trends. Great ones create them. They begin with genuine human or cultural insight, an understanding of what people truly care about or struggle with. Dove’s ’Real Beauty’ campaign, for example, tapped into an unspoken tension around self-image and turned it into a cultural movement.

4. Cohesion Over Consistency

Good campaigns run across multiple platforms. Great ones live across them. They’re unified by a strong central idea but flex naturally to fit each space; from TikTok to billboards to emails, maintaining the same soul while speaking each platform’s language.

5. Relationship Over Conversion

Good campaigns drive sales. Great campaigns build advocates. They spark loyalty, conversation, and community. They turn customers into fans who believe in what the brand stands for, not just what it sells.

6. Purpose Over Image

Finally, good campaigns align with brand image. Great ones evolve the brand’s meaning. They’re bold enough to stretch the brand but authentic enough to stay true to its DNA.

In essence, a good campaign captures attention, a great one captures hearts. It doesn’t just tell people what to buy; it reminds them who they are, or who they could be. That emotional, human core is what turns marketing from a message into a movement.

As a leader, how would you describe your management philosophy?

Leadership, to me, isn’t about hierarchy, it’s about harmony and stewardship. It’s about creating an environment where people thrive, not just work. An environment where people feel seen, supported and inspired to bring their best selves to the table every single day. At The DM Lab, our management philosophy is rooted in trust, transparency, and shared purpose. We don’t just lead from the front, we grow from within.

I believe that great leadership is about cultivating potential, not control.

My role isn’t to dictate, but to empower - to give my team the freedom and support to experiment, the space to fail safely and the encouragement to keep evolving. Every person who walks through our doors brings something unique to the mix. My job is to help them recognise that, refine it and use it to drive both their personal growth and the collective success of our clients and our agency.

We operate on the belief that people don’t just work for The DM Lab, they work with it. Collaboration sits at the heart of our culture. Ideas flow from every level of the business and we actively celebrate curiosity, learning and individuality. By creating a culture where initiative is rewarded and innovation is nurtured, we’ve built a team that doesn’t wait to be told what to do - they look for ways to do it better.

I’ve always believed that leadership is tested most in how you handle challenge. Whether it’s a tough client brief, a deadline that feels impossible or the broader challenges that come with running a business, the way we lead determines how we overcome. I strive to lead with empathy and clarity, ensuring my team never lose sight of the bigger picture, while still feeling valued in every small detail of what they do.

At its core, our management philosophy is simple: growth happens outside of your comfort zone - but only when you know someone’s got your back while you push your limits. That’s what I try to be as a leader. The person who steadies the ship so others can learn to navigate their own storms.

The DM Lab has thrived because of this people-first philosophy. We’ve proven that when you invest in humans before profit, the results follow naturally. Leadership isn’t just about building a successful business, it’s about building a team that believes in something bigger than themselves.

That’s what drives me every single day. We’ve built The DM Lab as a place where creativity is respected, wellbeing is protected, and learning is constant. We’ve invested in apprenticeships, higher education pursuits, mental health support and flexible working long before they were buzzwords. Our mantra is simple: look after your team and they’ll look after your clients.

We encourage curiosity, celebrate individuality, and share success openly. That’s how culture compounds.

Outside of work, what recharges your creativity?

I don’t stop when the office closes! I recharge by pouring my heart and soul into the community. While I’ve faced personal challenges – including the tragic loss of close family members – my commitment to Belmont Wanderers FC and its community has never wavered. In fact, during such trying times, the club stood as a pillar of support, reciprocating the love and dedication he had always shown.

I like to think I stand as a beacon of unwavering commitment and transformative leadership within Herefordshire. When I joined Belmont Wanderers FC in 2015, the club was on the verge of decline with just three teams, one of which was about to fold. Under my guidance and vision, by 2023, the club metamorphosed into one of the county's largest football clubs, a hub for both young boys and girls passionate about the sport. Today, the club is undergoing a multi-million pound redevelopment with numerous pitches, a 3G pitch with floodlights and a clubhouse – all possible because of my tireless efforts in securing £22.5 million pounds the Stronger Towns initiative to be spent across Herefordshire.

But my influence reaches far beyond just football. My story, infused with personal challenges and resilience, is a testament to my indomitable spirit. Even during times of personal loss and grief, my dedication to the community didn't wane; rather, it became a symbiotic relationship where the club and its members rallied around me, reflecting the depth of bonds I have fostered.

My efforts are deeply rooted in genuine care for the community. My belief in effecting change from the ground up is evident in the way I have nurtured Belmont Wanderers FC. It's not just about football for me; it's about empowering individuals, fortifying the community spirit and creating avenues for growth and opportunity. My mottos, ’You change a generation from the ground up, not the top down’ and ’As an individual we are strong, as a team we are brilliant, as a club we are unstoppable’ encapsulate my personal mission and the ethos of the club.

Further underscoring my commitment to the community is my pivotal role in ’The Southside’ project. With myself at the helm, nearly £4 million in funding was secured for the club, ensuring a brighter and more prosperous future for countless residents. My outlook that ’football is the byproduct’ cements my larger vision of personal empowerment, community development and creating a cascade of opportunities.

Through my tireless dedication, I’ve not only uplifted a football club but an entire community. I’ve positively impacted over 600 players directly and influenced countless more in the wider community. As well as helped developed over 100 local volunteers. I’m not just changing the game; I want to reshape futures and leave an indelible mark on the heart of Herefordshire.

As a prominent figure in the local business community, I also apply my expertise and connection for the betterment of the local community. Supporting numerous endeavours, I’m also a Trustee of Herefordshire Veteran Support Centre, a local art gallery (Canwood Gallery) whose profits go straight to Bart’s Charity and is currently working on a project to help develop interest in the city of Herefordshire.

If you had one extra hour every day, how would you spend it?

If we had one extra hour every day, we wouldn’t spend it — we’d invest it.

In a world that moves faster than ever, time is the only true luxury. So, we’d use that hour to pause and to think, to breathe, and to create space for what actually matters. Not more noise, not more motion but more meaning.

We’d spend it learning something new, because curiosity fuels creativity. We’d spend it connecting with our team, our clients and our community, because the best ideas are born from human conversations, not algorithms. We’d spend it giving back, planting another tree, mentoring another apprentice, or helping another small business find its footing online.

Growth doesn’t just happen in the doing, it happens in the reflecting.

That extra hour would be our reminder that innovation starts when you slow down enough to listen to the world around you.

So, if we had one more hour each day, we’d use it to become better, not busier.

Based on your experience, what’s one piece of advice you’d give to upcoming marketers or agency founders?

If there’s one piece of advice we’d give, it’s this - build your agency around purpose, not profit.

The digital marketing landscape is crowded with agencies chasing clicks, conversions and quick wins. But longevity and real success come from building trust, craft, and character. From our own journey - starting in a converted garage with nothing but belief, graft, and an old laptop - we’ve learned that when you focus on helping people first, the growth follows naturally.

Whether it’s helping businesses thrive through digital transformation, supporting communities through CSR and local partnerships, or developing wellness brands that genuinely improve lives, purpose is the thread that connects everything we do. You’ll burn out quickly if you only chase metrics; but if you care deeply about the impact of your work, you’ll never lose motivation.

Also - and this is vital - be adaptable. The industry moves fast. Algorithms change, platforms evolve, trends shift. What never changes is the need for authenticity, creativity and clarity of message. Keep learning, keep testing and never stop refining your craft.

Finally, surround yourself with people who believe in your mission. At The DM Lab, our team has grown not because we hired for skill alone, but because we built a culture of shared values, curiosity and genuine collaboration. That’s what transforms a business into a brand - and a team into a legacy – but to create a legacy, you have to play the long game.

The digital space moves fast, but integrity, persistence and passion still win in the end. Don’t chase hacks or quick wins - build something that lasts. Treat clients as partners, invest in your people, and never lose sight of your why.

15 years in, we’ve learned that success isn’t about getting bigger - it’s about getting better. Every day, every campaign, every challenge is another mile in the marathon.

Keep running. It’ll be worth it!

Thank you, Chris, for this inspiring conversation and for showing what dedication and vision can build. The DM Lab’s story is a brilliant example of creativity with purpose.

The DM Lab is one of the leading companies on TechBehemoths. If you like this interview and think that Chris and his team can help your business, don't hesitate to contact them via TechBehemoths or discover the agency on social media: LI, FB, IG, X.