Having previously launched the e-commerce fashion giant BrandAlley.com, which he grew to $200m revenue and 70k+ products, Sven Lung Founder and CEO, knows how to create successful international businesses.
A former partner at the billion-dollar investment fund Draper Esprit – where he was part of the initial funding round for Graze.com – Lung used his experience and instinct for new opportunities to launch Green Park Content in 2014 and establish operations firstly in Sao Paulo before moving to London in early 2016 and overseen rapid growth to a 150-strong team across 11 global locations today.
- Company: Green Park Content
- What it does, in a sentence: We create relevant, engaging and purpose-led digital content for progressive brands who want to own their customer relationships.
- Founded: 2014, Brazil
- Founder/s: Sven Lung
- Size of team: 150
- Your name and role: Sven Lung, Founder and CEO
What problem are you trying to solve?
At Green Park Content, we want to help our client create digital content that is relevant, engaging and purpose led. Too often we see well known companies falling into the trap of creating assets and articles that don’t have a purpose because they don’t reflect the needs or passions of their target audience. Getting any marketing content wrong can negatively impact a business’s brand and bottom line, not to mention the time and money wasted creating it! We want to make sure our clients create economical and effective content that builds trust.
How big is the market – and how much of it do you think you can own?
The content marketing industry will be worth $412 billion by 2021. Content marketing is already the best way to engage consumers, and companies are increasingly incorporating it into their business strategy. As to how much of what we own, we’re a global agency but our focus is on quality, not quantity!
How do you make money?
Clients come to us because we have a reputation for connecting companies with their audiences, at the right time and in the right way, irrespective of budget. Most importantly we deliver data-driven insights and creative execution that can be measured, forecasted and drives results. This is increasingly important for businesses looking to maximise their marketing budget and understand how their money is being spent.
Who’s on your team that makes you think you can do this?
I have an inspiring leadership team, whose passion to succeed is second to none. They’re a talented bunch of individuals and I know with them onside we can achieve anything.
Who’s bankrolling you?
We have a few investors such as Drapers, who recognise the value of our proposition.
What advice would you give other entrepreneurs trying to secure that kind of finance?
Have a clear message, goal and objective, and be ambitious about what you’re hoping to achieve. You must also be able to back up your projections with facts and know what you’re talking about.
What do you believe the key to growing this business is?
Creating a model that stands out from the crowd. In our case we’re truly unique. We’re five years old but only just at the beginning of our journey really. Being a pioneering agency, within an ever expanding, innovative industry, there’s so much more to come from us. We’ll continue to lead on and incorporate technological advances, ride with the digital world, and ensure we hire the best of the best.
What metrics do you look at every day?
I regularly check our client SEO performance and their goals. I want to make sure we’re doing a good job. I’m the CEO after all and I have a great team that I trust, but its crucial for me to be on top of client performance and ensure we’re meeting and exceeding expectations.
What’s been the most unexpectedly valuable lesson you’ve learnt so far?
That you’re only as good as the team you create. It’s taken a while to craft a winning team, and its not always down to skill or experience. The team needs to gel, they need to get on, and they need to be able to listen to each other.
What’s been your biggest mistake so far?
Not starting Green Park Content sooner!
What do you think is on the horizon for your industry in the year ahead?
Content marketing is one of the biggest success stories in the global marketing industry. Its Seen by over 70% of UK adults every month and now accounts for more than 20% of marketing budgets. The content marketing industry is just getting started and I couldn’t be more excited for what 2020 holds for GPC!
How would a no-deal Brexit affect your business or others within your industry?
We’re a global agency with a great client base that recognises what we are able to accomplish. We’re not concerned about how Brexit might impact us. Rather we look forward to the opportunities and challenges it brings.
Which London start-up/s are you watching, and why?
I find the new fintech businesses we’re seeing popping up, fascinating. Their funding rounds have been astronomical and their business offerings impressive. We recently started working with German Fintech brands N26 (link) and Revolut (link) – we’d love to add some more to our portfolio.