Alun Thorne speaks to a creative agency that is putting something back

Digital and creative agency LHM like to do some things a little differently.

Since launching six years ago, the Fleet Street-based firm has built up quite a portfolio working with blue-chip brands The Carphone Warehouse, Sony BMG, The Chartered Institute of Marketing and Thomson Reuters.

But during that time, the business, named after its joint directors Steven Lawrence, Ian Hughes and Paul McMonagle, has operated a dual agency known as SMP – the Social Media Partnership – to deal with projects on behalf of community-focused organisations such as the NHS. The SMP’s clients include University Hospital Birmingham, Aston Pride and Trident Reach.

Five per cent of all fees are ring-fenced with a view to building up ‘social funds’ which will then be ploughed back into the community – and SMP clients will have a say into what area the funds are allocated, be it the arts, recreation, health or housing.

To date, the SMP has allocated funds to various community-focused projects, including working with the Young Persons Unit at UHB to develop their own website with workshops and training, supporting several large projects with housing associations employing young people within Birmingham’s vibrant creative industries including Trident’s Housing Digital Village project.

The partnership also sponsors Football Futures in Kingstanding, established by Leroy Richards to help children break free from under-privileged backgrounds and gain confidence through football. The project, established 10 years ago, sees volunteer coaches train nearly 1,000 children at local soccer schools each week.

Ian Hughes, managing director, said: “People scratch their heads a bit when we talk to them about SMP. They think that somehow we’ll end up charging more because we’re putting money back into community projects; but we’re not, the money comes from us, not them.

“One of the reasons we created this company is to think, work and act like a third sector company. That really comes across in our meetings and the way we understand the market and its challenges. Our clients appreciate that, and it sets us apart from a traditional agency. We know the client and the audience.