25 lessons from 25 years

An agency is its people, so building time to hire the best talent is the best investment an agency can take. It helps build a close-knit team who stay for a long time – at Touchline we’ve just celebrated two 10-year work anniversaries.

Glyn, Founder & CEO

It doesn’t matter if you’re writing an article, preparing a keynote or coordinating a panel – always start with the needs of your audience. What do they most want (or need) to know? How can you distil this information in an accessible and engaging way, even if the topic is complex? Can you synthesise, analyse, add context and join the dots rather than communicate an idea in isolation?

Matt, Touchline Earth CEO

It isn’t just ‘making things look good’. We wouldn’t need countless meetings if it were. It’s about the whole team viewing every design decision as a strategic one, with a direct impact on the client’s goals.

Apostolis, Senior Designer

Having worked with one of our clients for over 16 years – longer than I’ve been married to my wife – I’ve realised that a strong client partnership is a lot like a good marriage: it’s built on trust, clear communication, and a no-fuss approach to getting things done.

Michael, Sports Editor

Think about how your product or service is going to make a difference in someone’s life – then focus your storytelling on that.

Jo, Lead Copywriter

Deliver what the client wants, not what you think would be best. If a client is asking for a quick number-based chart, the chances are they are not expecting an intricate, multi-tentacled infographic that takes three days to create (however nice it may look).

John, Content Director

In business, numbers are essential, but real impact comes when people feel truly invested in the cause. By turning data insights into stories that resonate, you help people understand and connect with information, building the foundation for lasting change and inspiring action.

Esmé, Researcher

Online meetings may be the foundation of your relationships nowadays, but face-to-face is where the real bonds are formed. This applies to both clients and colleagues.

Guy, Senior Editor

Being actively involved in the storytelling around women’s sport is crucial. Not only are you doing your bit to promote equality within sport, but also playing a role in driving broader cultural conversations about representation, equity, and inclusion.

Nancy, Women’s Sport Editor

Having clear steps for reviewing and approving content minimises delays, builds trust and maintains high standards.

Kevin, Social Media Manager

Getting another perspective from a designer can always help identify potential solutions to sometimes very complicated design tasks. People are generally happy to help when you ask their advice.

Shyama, Designer

No project is ever ahead of schedule, just as no deadline ever arrives too soon. Even if you’re in control of a project, unexpected detours, diversions and digressions are sure to set you back. In work as in life, we all have less time than we think.

Will, Publications Editor

Instead of taking feedback from colleagues, clients and bosses personally, treat it as an opportunity to learn. Much of the time, it will help you improve your work performance and/or your client project.

Sam, Digital Content Director

I was lucky to feel the trust of senior colleagues when I first joined the agency. That empowered me to believe in what I was doing, and the results followed.

Rita, Chinese Editor and Translator 

Don’t lull yourself into a false sense of security by naming a file “ProjectName_FINAL”. It always has the potential to become “ProjectName_FINALv2″, “ProjectName_FINALv3”, or even “ProjectName_FINALv25”.

Liz, Art Director

In the age of constant notifications, rather than flicking back and forth between tasks, close email and other messaging apps to find deep focus and get quality work done.

George, Sustainability Editor

Tools like Midjourney help me take my ideas to new places – while other AI programmes can reduce time spent on those repetitive tasks we can’t stand.

Edson, Digital Designer

During interviews, try not to look ahead too much to your next question but rather listen to the actual answer you are being given. And remember that silence can help you – let the person you are interviewing fill it.

Simon, Sports Editor

Use industry tools to identify the keywords users search for on Google – this enables you to optimise and tailor content, to help readers find the information they’re looking for.

Nick, Head of SEO

Staying too long at the office can feel heavy if it happens too often. But if the overtime happens only occasionally and it includes drinks, laughs and cakes, it can help build treasured personal relationships at work.

Quentin, French Editor

That is what we do best in Touchline. Our ball jumps from desk to desk and takes different shapes. It speaks a variety of languages, adapts to cultural nuances, and listens to our clients’ needs. We do not deny that our work is exciting and fun, but there is also arduous work, impossible deadlines and last-minute surprises, for which we need to be ready. We’ve spent 25 years dealing with the ups and downs by depending on each other – just like a sports team.

Xelis, Spanish Editor

Having a written schedule or to-do list, and being able to prioritise well, helps to keep workflow under control.

Conor, Sports Editor

Sometimes it feels like editors and designers speak two different languages. So be prepared to explain, translate requests and come up with some very creative and diplomatic middle grounds.

Daniel, Sports Editor

Whether it’s managing a big print project or writing a 500-word article, establishing what you’re delivering and when – regularly and plainly – will not only help you but your clients, too. Making sure you discuss the parameters of a task will also put yourself in the best position to understand their aims and help them to get their message across.

Cameron, Senior Editor

Wednesdays are the best day of the week thanks to the presence of our beloved French bulldog Momo.

Catherine, Sustainability Director