Mae Reddaway, Managing Director at SEEN Connects, is driving the agency toward a 50-strong team, expanding beyond organic influencer campaigns into paid social and full-service media management. Guided by core values of integrity, curiosity and collaboration, her vision is to professionalise the influencer landscape (boosting fair pay and representation) while keeping culture, creativity and client impact firmly at the heart of every project.
Which was the first huge success that you can remember?
When I first joined the brilliant team at SEEN Connects, our very first pitch was a standout moment. We were the underdog agency up against the industry giants - but we absolutely delivered and won the work.
That win proved we could compete at the highest level and reshaped how we approached new business. We’ve always been ambitious, and that moment was the first signal to others of just how powerful our agency could be.
What’s the biggest opportunity for you and your company in the next year?
Growing SEEN Connects to a 50-person agency is a major milestone and one I’m excited to reach as MD. Scaling up has to be done with care, but with the right strategy, it presents a brilliant opportunity.
We’re actively investing in marketing to elevate the SEEN Connects name, which will drive more briefs, pitches, and ultimately wins, fuelling our growth as demand increases.
We’re also diversifying our revenue streams. While we’ve built our name on organic influencer campaigns, we’re now expanding into paid social and social media management. This lets us deliver more for clients, improve cost efficiency, and still offer the specialist expertise we’re known for.
How does your team remain inspired and motivated?
It all comes down to culture. The motivation within SEEN Connects stems from being part of a workplace where people feel genuinely valued. It’s vital that every individual understands the impact of their work and how it contributes to the agency’s success.
It’s not just about leadership direction, it’s about collaboration, support, and celebrating what brings people joy, both professionally and personally.
Of course, we also know how to have fun. From team lunches to trips away, we prioritise connection. My favourite tradition? Our lottery. Everyone writes down what they’d do with £1,000. When we hit our targets, we draw a winner, it’s great seeing the reactions to this.
What is one tip that you would give to other agencies looking to grow?
Look after your people. As agencies expand, it’s easy to focus on the numbers. But if every conversation becomes about revenue and margins, you risk neglecting the people who drive the business forward.
When people feel valued and supported, they stay. And that’s where real, sustainable growth happens.
What’s your one big hope for the future of the industry?
I’d like to see an increase of fairness in the influencer industry. This splits into four main areas.
Fair reputation. Influencer has been around for a while now, but the industry still has a bit of a wild west reputation. I’d like it to continue to change its image, sharpening its professionalism and trustworthiness.
Fair representation. Women make up a huge number of junior employees, but I’d like to see more in leadership positions.
Fair play. Flowing from my first point, there needs to be a focus on building better relationships between influencer agencies, talent managers, clients and the influencers themselves. That comes from transparency and clear communication.
Fair compensation. Unfortunately, there are still instances of people from minority cultures being paid less than other influencers, despite achieving the same metrics. We always pay on the agreement of the metrics delivered.
What strategies do you employ to adapt to changes and trends in the industry while staying true to your company's values?
When I joined the company, we held a team-wide session to define what makes SEEN Connects special. Together, we shaped our core values:
- Integrity – honesty and respect in all we do
- Passion – enthusiasm driven by real enjoyment
- Collaboration – support one another and leverage our collective expertise
- Curiosity – a hunger to learn, grow, and push boundaries
- Innovation – remain at the forefront of industry evolution
These values guide our day-to-day work while we also stay responsive to new trends. Communication plays a key role in maintain the values, for example, our Friday newsletter showcases great work across departments, building transparency and empowering the team to keep innovating.
Can you share a memorable client success story that exemplifies your company's approach and impact?
eBay is a fantastic example.
Over the past five years, we’ve grown the account across several business units. Social has become one of eBay’s top-performing channels, which has led to increased investment in influencer campaigns.
Our team consistently goes the extra mile, and the results speak for themselves. We’re passionate about proving that social and influencer marketing isn’t just impactful, it’s essential for driving significant commercial outcomes.
In what ways do you invest in the professional development and growth of your team members?
Each person at SEEN Connects has a tailored training plan. Together with their line manager, we identify development areas and build a roadmap for growth, drawing on both internal resources and external opportunities. It’s a clear, actionable way to support progression and ensure everyone has what they need to achieve their full potential.