Darryl Sparey, co-founder of Hard Numbers, a performance-driven PR and marketing agency, knows a thing or two about crafting stories that resonate – both for his clients and his own business. Over the past four years, Darryl has helped shape Hard Numbers into a 20-strong agency, headquartered in London, focusing on results over fluff. And yes, he’s done all this without ever resorting to timesheets.
A Formula for Success – Minus the Hours
It’s rare for an agency to completely reject the time-honoured (and often dreaded) tradition of timesheets, but Darryl has stood firm. Many in the industry called him foolish for it. If he’d received a pound for every piece of bad advice he got about it, Darryl reckons he’d have ÂŁ137 more in the bank. Four years on, and not a single timesheet has crossed Hard Numbers’ desks, and they’re doing just fine, thank you. Darryl’s focus has been on delivering tangible, measurable outcomes for clients – not watching the clock.
Laser-Like Focus: The 60/20/20 Rule
Darryl’s favourite piece of advice, however, didn’t come from within the PR world. It came from Rachael Marshall at Magic Digits, the company responsible for keeping Hard Numbers’ finances in check. The advice was simple but crucial: stick to the 60/20/20 rule. No more than 60% of revenue should go to staff costs, overheads should be capped at 20%, leaving 20% as a contribution margin. This straightforward formula has been instrumental in Hard Numbers’ financial health and growth.
Ambitious, Yet Grounded
Looking ahead, Darryl and his team aren’t short on ambition. In the next 12 months, the focus is squarely on growth. The agency is already working with some serious heavyweights – think FTSE 100 and NASDAQ-listed companies, alongside a couple of unicorn clients – and the aim is to expand this roster further. While Darryl has long-term aspirations of launching new products and expanding internationally, for now, the focus is on getting even better at what they’re already doing.
Words of Wisdom for the Next Generation
When asked what advice he’d give to those just starting out in the industry, Darryl offers up a nugget of wisdom that many solo entrepreneurs would do well to heed: find a business partner. Drawing on an African proverb, Darryl reminds us that, “if you want to go fast, go alone; if you want to go far, go together.” His business partner, Paul Stollery, brings complementary skills and a different perspective to the table – something Darryl firmly believes has been key to their success. It’s clear that for Darryl, Hard Numbers wouldn’t be the same without Paul. Whether Paul feels the same way, though, Darryl leaves up for debate…
Looking Forward
As Hard Numbers continues its trajectory, Darryl remains pragmatic. The plan may be big, but it’s also simple: execute well on the marketing and sales strategies already in motion, expand the blue-chip client base, and keep doing what they do best – delivering results that matter. It’s this blend of ambition and grounded execution that has seen Hard Numbers grow from an idea into a thriving business.
If you’re keen to see where Darryl and his team take Hard Numbers next, or just curious about how they manage to do it all without tracking every minute, check out their work at www.hardnumbers.co.uk or connect with Darryl on LinkedIn and X.