Tandem Collective, a pioneering marketing agency established in 2016 and Aurora Payá offered a workshop in ThinkPub the Tandem’s evolution, unique business model, core services, and its global impact through innovative strategies. Tandem was founded amidst dissatisfaction with conventional corporate environments, Tandem began with a small team comprising Naomi Bacon, a former Pat McMillan employee, and her supportive family. Operating remotely from their homes, Tandem initially focused on traditional marketing consultancy for UK-based publishers and content creators. Recognizing an opportunity to bridge gaps between these stakeholders, Tandem introduced the concept of readalongs, fostering collaborative and mutually beneficial relationships.
Organisational structure in Tandem
Unlike traditional firms, Tandem operates without physical offices or fixed departments. Instead, its workforce of approximately 45 freelancers spans the globe, contributing diverse expertise and perspectives. Structurally, Tandem employs a decentralized approach, organizing teams into rotating leadership roles called «pots.» These include global coordination, idea generation, client management, community engagement, social media strategy, and design. This dynamic structure facilitates agility, creativity, and adaptability in response to market demands.
The read-along concept
Central to Tandem’s offerings is the read-along, a nuanced approach to promoting books through interactive community engagement. Initially UK-focused, Tandem swiftly expanded its reach to encompass major English-speaking territories and subsequently undertook global campaigns. Leveraging platforms like Instagram and TikTok, Tandem effectively connects publishers with micro-influencers, maximizing visibility and engagement through tailored campaigns. The pivotal 2020 pandemic accelerated Tandem’s growth, underscoring the universal appeal of community-driven initiatives in uncertain times. Collaborations with prominent publishers such as Harper Collins further cemented Tandem’s reputation as a versatile and innovative marketing partner, extending operations into international markets including Spain, Italy, France, Germany, and Norway. Tandem’s emphasis on client and community feedback ensures continuous refinement and relevance, driving sustained growth and client satisfaction.
Learning and adaptation
Tandem’s evolution is characterized by continuous learning and adaptation. Early attempts to replicate successful strategies on TikTok underscored the platform’s distinct dynamics, prompting iterative improvements and bespoke approaches tailored to each platform and audience. Moreover, Tandem’s commitment to staying abreast of technological advancements and industry trends is evident in its proactive engagement with seminars, conferences, and webinars.
For businesses aspiring to emulate Tandem’s success, key takeaways include prioritizing community engagement, embracing digital platforms, adapting strategies to diverse market contexts, and fostering a culture of continuous learning and feedback. These principles are crucial for navigating dynamic industry landscapes and sustaining growth in an increasingly interconnected global market.
Working hours and flexibility
A cornerstone of Tandem Collective’s operational philosophy is the flexibility it offers its team. This flexibility is particularly noticeable in the work hours, which vary significantly among team members. While some team members adhere to conventional 9:00 AM to 5:00 PM hours, others take a more flexible approach due to other personal commitments. This flexibility is crucial, especially in a remote work environment, as it accommodates people with different lifestyles and time zones.
The way meetings are structured within the company reflects this flexibility. At the beginning of each year, Naomi, the company’s founder, sends out an email asking team members about their working hours. The goal is to accommodate everyone’s schedule when scheduling meetings, ensuring that no one feels overwhelmed by meetings that fall outside their working hours. This system allows for greater collaboration, ensuring that all team members can be involved without feeling pressured to conform to a rigid schedule.
Importantly, the company’s flexibility isn’t limited to working hours. For instance, some team members may take Wednesdays or Fridays off, while others work based on their availability, which is entirely acceptable as long as they meet deadlines. This sense of autonomy and trust in the team enhances productivity and job satisfaction. There is no need to clock in or out at set times, as long as work is completed on time and to the expected standard.
Flat structure: egalitarian approach
Another defining characteristic of Tandem Collective’s organizational model is its flat structure. There are no hierarchical positions, and the concept of promotion within the company is nonexistent. Everyone, from Naomi Bacon to the newest freelancer, is on equal footing. While Naomi obviously holds the highest role within the company, no one holds the title of «supervisor» or «manager,» which fosters a collaborative, non-competitive environment.
Payá considers that this flat structure is empowering. Team members are not restricted by rigid roles or the need to «climb the corporate ladder.» Instead, they are given the freedom to take on more complex or challenging projects when they feel ready. However, the main appeal of this structure lies in the sense of equality it creates. The idea that «no one is above you» helps to eliminate power dynamics and promotes a culture of mutual respect and openness.
This egalitarian approach also ensures that compensation remains equal across the board. Everyone in the company, from Naomi to the freelancers, is paid the same hourly rate. This transparent pay structure promotes fairness and discourages any feelings of inequity among the team. There is no room for a hierarchical «us vs. them» mentality, which can often arise in organizations where certain positions are treated as superior to others. The flat structure at Tandem Collective instead fosters a genuine sense of camaraderie and shared purpose among all team members.
Communication and collaboration
Effective communication is critical to Tandem Collective’s workflow, especially given the absence of a physical office and the diverse locations of team members. To facilitate collaboration and ensure everyone remains aligned, Tandem uses a combination of WhatsApp, Google Chat, emails, and shared drives. For informal matters, such as quick questions or updates, WhatsApp groups dedicated to different teams or “pods” are used. These groups enable swift communication and decision-making.
For more formal communications, Google Chat and email serve as primary tools, ensuring that project-related discussions are well documented and can be referenced later. Tandem also utilizes a shared drive, where all project materials, schedules, and resources are stored. This system allows for seamless collaboration, as everyone involved in a project can access and contribute to the work in real-time, regardless of their location or time zone.
One of the unique aspects of Tandem’s communication strategy is the role of the pod leader. Each «pod» is dedicated to a specific area of the business, such as client relationships, content creation, or community engagement. The pod leader is responsible for monitoring progress, ensuring that work is on track, and addressing any obstacles or blockers that might arise. The leaders check in regularly with team members, ensuring that no one becomes overwhelmed with too much work. This thoughtful approach ensures that creativity remains at the heart of the work, preventing burnout and maintaining high-quality output.
Annual retreats and team bonding
While Tandem Collective operates entirely remotely, the company recognizes the importance of in-person interactions for team bonding and professional development. As such, Tandem hosts annual retreats in the UK and Italy. These retreats are invaluable for team building and allow team members to connect in person, fostering stronger relationships and enabling the company to engage in valuable workshops and brainstorming sessions. The retreats also offer the opportunity to discuss business progress, review challenges, and explore new ideas in a relaxed setting.
The retreats, however, are not only about team bonding—they also serve as an important venue for business updates. Darcy, Naomi’s father and the company’s Finance Director, shares financial insights and updates during these retreats, helping the team understand the company’s performance and long-term outlook. This transparency ensures that every team member is fully informed about the company’s status, contributing to a sense of shared responsibility for Tandem’s success.
Expertise, identity, and role diversification
The team at Tandem Collective is diverse in both expertise and background. While some members have a background in publishing, others, like myself, come from different sectors. For example, I worked in bookshops for years before joining Tandem, and my ability to speak Spanish was seen as an asset for managing projects in Spain. This diversity is a key strength of the company, as it brings a wide range of perspectives and experiences to the table.
Tandem’s approach to roles is also unique in that everyone has a dual function. Every team member is both a coordinator and a creator. Coordinators manage the read-alongs, ensuring that the groups are structured and that all content creators are aligned with the publisher’s objectives. Meanwhile, as creators, team members write newsletters, design materials, and create content for social media. This dual role ensures that every member of the team is deeply involved in both the strategic and creative aspects of the business.
Micro-influencers and organic growth
One of Tandem Collective’s core strategies for success is its focus on micro-influencers. Initially, the idea of working with smaller accounts may have seemed counterintuitive, as larger accounts with millions of followers promise a greater reach. However, Tandem quickly realized that engagement rates with larger accounts were often lower, and that smaller accounts, with more personal connections to their audiences, produced better results.
Working with micro-influencers allows Tandem to create more authentic, personalized content, which resonates deeply with readers. These influencers often have more direct and engaging interactions with their followers, leading to stronger community trust and better results for the publishers.
Tandem also creates organic campaigns, which rely on the natural engagement of content creators rather than paid advertisements. This strategy has been highly successful, allowing Tandem to maintain credibility and foster deeper connections between publishers and readers.
The structure of Readalongs
One of the cornerstones of Tandem Collective’s success is its approach to readalongs, which are organized and guided book clubs designed to engage readers in a unique and interactive way. The read-along process begins with a schedule outlining the number of pages to be read daily, but it remains flexible, allowing participants to read at their own pace. This structure is often complemented by questions that explore various elements of the book, such as the plot, characters, and world-building, which are designed to stimulate discussion and enhance engagement. However, participation in responding to these questions is optional, providing readers the freedom to engage on their own terms.
To ensure maximum exposure and engagement for both the book and the publisher, participants are encouraged (though not required) to share their thoughts on Instagram and TikTok. They tag both the author and the publisher, which helps increase the visibility of the campaign. For publishers, the ability to leverage both organic content and reader-generated posts is an invaluable marketing tool, allowing for authentic promotion that resonates with the audience.
Data collection and campaign evaluation
After completing the read-along, participants are asked to fill out a Google form to provide valuable feedback. The form includes questions about their social media engagement, such as the number of posts made, the engagement rate (likes, comments), and their experience with the campaign. Participants also provide a brief review of the book, giving Tandem insights into the overall response to the book.
This data is collated into a wrap-up deck, which is then shared with the publisher. The wrap-up provides crucial insights, such as the overall engagement rate, the effectiveness of specific posts (e.g., Instagram stories, reels), and the reach of the campaign. The campaign’s success is evaluated based on these statistics, allowing the publisher to assess whether the goals of the campaign were met. This data-driven approach ensures that every campaign is continuously optimized and adjusted to improve future outcomes.
Revenue streams
Tandem Collective’s main source of revenue comes from the publishers, who pay for the campaigns based on the project’s scale and the services provided. The agency works with publishers to create custom pitches tailored to the book and the target audience, taking into account the publisher’s budget and goals. Additionally, Tandem takes a project management fee for organizing and overseeing the campaign.
Aside from its work with publishers, Tandem also generates income through training and workshops. The company offers courses and events, including a master’s program in Barcelona and workshops in Paris. These initiatives provide an additional revenue stream and position Tandem as a thought leader in the book marketing industry.
Tandem also organizes in-person and online events, often charging a small fee for attendance. These events offer opportunities for deeper community engagement and provide another avenue for the company to connect with its audience while also generating revenue.
You can watch Aurora Payá’s entire presentation in this video, which contains much more information than this summary provides.
