Louise Kidby, Head of Content at Lintbells | Home of YuMOVE, reveals the secret ingredient to hiring an in-house content team with a difference.
Working with people who inspire you – and that you genuinely want to spend time with – is the ultimate in #OfficeGoals. And, for the Content Team at Lintbells | Home of YuMOVE, it’s also an everyday reality.
Led by Head of Content, Louise Kidby, the 13-strong team of writers, designers, videographer, project manager and social media execs, pride themselves on creating innovative content that helps cement YuMOVE’s place as the UK’s no.1 vet-recommended joint supplement brand1 for pets.
With up to 100 briefs going through the Content Studio at any one time, the busy team never loses sight of the business’ mission – to deliver the most life-changing differences to cats and dogs around the world.
The start of something big
For Louise, putting together a high-calibre Content Team was no happy accident.
“When I joined Lintbells in 2022, I was faced with the challenge of leading a small team that was overworked and on the brink of burnout,” she says. “I knew I needed to take bold and decisive action to turn things around.
“For me, growing the team was as much about finding people with the right personalities and values as it was about the skills they could bring to the business. And that strategy paid off.
“Now, when things get tough – as they often do in such a fast-paced environment – it’s the camaraderie, resilience and humour of the team that gets us through.”
Creating maximum impact
In a little over a year, the Content Team has worked on multiple campaigns – from a complete brand redesign to product launches and designing an award-winning event stand.
But, most recently, they’ve earned acclaim for the stunning creatives they produced to launch Lintbells’ new Max Strength Joint Care supplements across the company’s B2B, D2C and Vet channels.
“When I first saw the concepts, my reaction was one you don’t get very often,” says Chief Marketing Officer Andrew Smith. “It was clear that the Content Team had given us not just one incredible campaign, but three or four that we could use for the next few months, if not a year.
“This wasn’t just work worthy of a really good content team, it was top London agency standard.”
Initially developed as a next-step purchase, the strong creatives and emotive messaging helped Max Strength leapfrog early predictions and exceed its first month’s subscriber target by 99%.
A bright future
Building on the team’s strengths is also important to Louise who is passionate about personal development.
Georgia Spong-More is the youngest member of the team and joined as a Junior Copywriter in June 2022. Georgia – who has displayed an impressive ability to work at speed and meet any challenge – has recently been promoted to B2B & Vet Copywriter and been enrolled on a Level 3 Content Creation apprenticeship.
“Working with this wonderful team in my first professional role after university has been such a rewarding experience,” says Georgia. “As a team, we always work collaboratively and this level of support allows us all space to grow, try new things and continue our development.”
“Everyone in our team is encouraged to bring their authentic self to work,” says Louise. “It’s what makes working together so special.
“To win the In-House Content Team of the Year would be a testament to the talent and dedication each member of the team brings to work every day as we deliver on our promise to improve the lives of pets worldwide.”
About Lintbells | Home of YuMOVE
The company was founded in 2006 by pet lovers Dr John Howie and John Davies who spotted a need for affordable yet effective natural supplements for pets.
Together the pair created a range of high-quality supplements – from digestion to dental – as well as the best-selling, clinically proven2 YuMOVE Joint Care range which is already supporting over two million dogs a year.3
The company has seen rapid growth and, in April this year, was honoured with a prestigious King’s Award for Enterprise by His Majesty King Charles III.
1Lintbells Veterinary Tracker by CM Research November 2021.
2Canine study conducted by the Royal Veterinary College. Excluding YuMOVE Joint Care for Young Dogs.
3YuMOVE brand tracking study 2023.