Member News
A year on from tearing up the traditional agency rulebook, Newcastle-based marketing agency Different Narrative has proven the success of its disruptive 'All In' model.
Launched in June 2025, the All In model removes hourly and project-based fees in favour of a single, fixed monthly fee covering uncapped support - a trust-based partnership built around results rather than billable time.
This approach was designed to remove the friction of unpredictable costs for stretched in-house teams, shifting the agency-client dynamic away from tracking time. Instead, the focus is on delivering results and remaining flexible to changing needs and opportunities.
Twelve months on, the gamble has paid off. Different Narrative has secured six major clients under the model - including Experience North East England, The Bridges Shopping Centre and Torch Cards. Two of these clients have already renewed for a second year, with a pipeline of further clients set to start in autumn 2026.
Kieron Goldsborough, Managing Director of Different Narrative, said: "The agency model is built on selling hours, and hours are the wrong thing to sell. Clients don't want time, they want outcomes. So we stopped. One fixed fee, no cap, and suddenly every conversation is about whether the work is working - not what it costs. If we don't deliver, clients walk at the end of the year. Two of the first six just signed for a second year, and that means more to me than any pitch we've ever won."
The success of the model is cemented by Different Narrative's first All In partner, Experience North East England, formerly NewcastleGateshead Initiative, which recently renewed its partnership to support the region's new era of destination marketing.
Kelly Gleadow, Director of Communications at Experience North East England, said: "This is our second year of the 'All In' marketing services retainer, and over the past year this collaborative model has not only reflected our values but also helped us build capacity and momentum across our integrated B2B and B2C marketing campaigns.
"As we enter a new era as Experience North East England, the region's destination marketing organisation, this agile partnership will support our ambitions across all seven local authority areas, helping us showcase the region's unforgettable experiences to domestic and international audiences. Different Narrative is a true extension of our team. Their marketing expertise enables us to move at pace, respond to evolving priorities, and access creative thinking that maximises our impact and reach. We look forward to continuing our partnership as we inspire more visitors to choose North East England."
To continue the momentum of the All In model and maintain high-quality delivery for partners, Different Narrative has made three appointments in the last six months. Dikshita Chakraborty joined as Client Manager alongside Angel Shaji as Junior Designer, with a new Head of Digital Media set to join the team in September.
To ensure clients get the best out of the partnership, Different Narrative maintains a strict cap of ten All In clients at any one time. Once all places are filled, the agency has pledged to give the same uncapped All In support to a local charity free of charge.
The All In model gives clients access to the agency's full suite of services, including strategy, branding, digital marketing, PR, content creation and advertising, with no hidden costs or budget fluctuations.
