The Absolute Journey: Business Insights with Chris Hodgen
Chris recounts founding Absolute in Bolton after working in marketing at Reuters in London, launching on 5 October 1999 with interactive CD-ROM “business cards” before the internet and using a European license to win major clients (e.g., Fujifilm, Honda, Mattel, and 2.3 million “PokeRoms”).
He describes early portfolio-driven growth, work in schools and universities, and a partnership ending around 2001.
He explains a later diversion into a publishing/“Entertainment” venture (For Dummies digital license, a failed Nick Faldo golf product that led to losses, and a “pass your driving test” product), then refocusing after the 2008 crash to rebuild the agency and win larger work (e.g., Amir Khan, AA Driving School, Man City campaigns, Redrow rebrand).
He outlines splitting the business into Absolute Agency (brand/campaign) and Absolute Nexer (bespoke web development) under Absolute Group, discusses culture, hybrid working, recruiting/process challenges, AI opportunities (including AI-only ads and Tefal imagery), and advice to pursue passion, get external support and use frameworks like Traction and Radical Candor.
00:00 Podcast Introduction
00:36 Chris Origin Story
01:04 CD-ROM Business Idea
02:41 Launching Absolute 1999
03:52 Motorsport Sponsorship Work
05:39 Naming Absolute
07:51 First Clients Portfolio
10:22 Partner Split Early Years
11:29 Early Growth Numbers
12:48 CD-ROM Boom Clients
14:02 Diversifying Mistake
15:05 Faldo Deal Goes Wrong
19:32 Golf Networking Stories
21:15 Reinventing After 2008
25:52 Splitting Into Two Brands
27:39 Ideal Client Fit
29:06 Redrow Rebrand Case Study
31:06 Premium Brand Breakthrough
31:45 Culture Values And Trust
32:50 No Yes Agency Mindset
34:00 Tendering Versus Creativity
34:47 Hybrid Work And Collaboration
37:20 Community Buzz In Studio
39:59 Five Year Plan Focus
41:06 AI Opportunities And Limits
42:44 Owner In Versus On
44:04 Leadership Role Lessons
45:50 Biggest Challenges Today
47:33 AI And Future Jobs
50:46 AI Creative Work Examples
56:06 Quickfire Business Advice
01:01:23 Books Podcasts And Learning
01:04:41 Closing Thanks And Wrap
LINKS
Absolute Agency Website: https://absolute.agency/
Absolute Nexa Website: https://absolute-nexa.agency/
Chris’s LinkedIn Profile: https://www.linkedin.com/in/chrishodgen/
ActionCOACH Bolton: https://business.actioncoach.co.uk/coaches/bolton
ActionCOACH Bolton Events: https://business.actioncoach.co.uk/coaches-events-listing?id=15417591592
Paul’s LinkedIn Profile: https://www.linkedin.com/in/paul-limb/