Vancouver, May 19th, 2022

Based in Vancouver, Hammerhead is a digital agency that specializes in helping great businesses grow their digital presence. The agency tracks and monitor data to ensure its optimizing user experience and clicks to conversion. The team is composed of experienced digital strategists, designers, eCommerce experts, and programmers.

Evan Holmgren is the co-founder of Hammerhead. In an interview with TIA, he described his life in Vancouver and the implications of his role. He highlighted the unique features of the team at Hammerhead, gave some examples of recent work at the agency and described his approach to hiring new talent for Hammerhead.

To kick things off, please can you describe to us a little bit about your city and why it is a great place to work?

Vancouver is a very diverse, highly-creative city. A vibrant backdrop, multi-cultural cuisine and rich nightlife mean there is no shortage in stimulation for the senses. A work hard, play hard attitude shapes the culture of most workplaces in the city. A commitment to work-life balance makes Vancouver a great place to work.

Vancouver serves as a gateway to British Columbia’s expansive backcountry. No trip to town is complete without an outdoor adventure! Try river rafting in Squamish, hike Vancouver’s north shore, or sail the Georgia Straight. With so much to do, you’ll never want to leave!

How would you describe a regular day in your role?

A regular day in my role begins with coffee, followed by a quick walk with the dog and breakfast with the family. I check emails to start the day and connect with our production leads to outline team schedules for the day. After that, it is mostly client calls, business development and internal planning. I keep one on eye production throughout the day to monitor our backlog. Our team structures the workday through shared production windows. Tasks move, team members are immediately updated and production is expedited through a shared dedication to outcomes. Although remote, the team is constantly connected throughout the day. My day ends with a quick production huddle to review outcomes. After a few client emails, I’m out the door and ready to enjoy the evening with the family.

As a co-founder, what was the process of starting your own company?

I started Hammerhead with a handful of freelance clients and a list of Drupal leads gifted to me by my previous employer. Prior to starting Hammerhead, I had worked in every department at my previous digital agency (from accounting to technical project management to systems administration). I had also recently graduated with a degree in business. This experience and education gave me a head start and allowed me to see around corners avoiding a lot of the problems a boutique digital agency might run into. Beyond that, it was all grind: long days of sourcing leads, putting together project scopes, writing code, Q/Aing work, updating clients and securing enough cash flow to bring on a partner.

What attributes do you want people to associate your Hammerhead with?

Dedication. We created Hammerhead because we were frustrated by the limitations of working in a big agency. We wanted to provide a better product for our clients. We wanted to be involved in monitoring results and helping our clients grow. Anyone can slap together a website and throw it online, but that website is unlikely to help your business achieve its business and marketing goals. Growth requires the dedication of a team that is there to help you succeed. A team that can make sense of raw data and use it to create a digital strategy. A team that drives the right traffic to your conversion-optimized website at the right time. We are your partner in digital. An extension of your business. We are dedicated to helping you succeed.

You’ve been able to shape so many brands in your career, but what mistake have you seen from companies trying to stay relevant?

The mistake we see over and over again is brands telling their customers who they (the customer) are and what they want. Brands need to listen to the customer, measure consumer data and build the brand around that communication, connection and proof. Listen. Be humble. Build something for the customer.

Tell us about a recent project you’ve worked on that you’re proud of.

I’m proud of my team and the work they consistently produce. In recent years I have shifted my focus to business development and company management. This unfortunately means I don’t get to write code much anymore and I’m less involved with client projects. My job is to create a safe and positive work environment for the team so that they may focus on digital growth for our awesome clients. My project is Hammerhead and I’m very proud of it.

Smart team drives agency growth. What’s your approach to hiring?

We have hit the limit of where we want to scale in regard to hiring. The growth at all costs model creates too much friction and stress on the team. It also produces diminishing results. We focus on partnering with the right clients and doing things well at our current scale. This allows us to operate on a strong, stable foundation with the core team and a few trusted local freelancers.

How can leadership create and then cultivate an inclusive workplace?

Communication. Everyone has an equal voice at Hammerhead. Encouraging everyone to participate in dialogue creates a stronger sense of community and a better product. We welcome diversity of thought and we appreciate all contributions. We listen to each other, we trust each other and we work together because we want to work together.

The perfect client brief: Does it exist?

The perfect client brief is thorough but open to contribution. We ask that you tell us what you are looking for and why. We will show how to do it and explain if it should be done a particular way. Our job is to take your ideas and structure them into something that achieves your business and marketing goals. Client collaboration is very important to us.

When looking at the technological landscape today, what makes you think “wow”?

I don’t think we are ever really surprised anymore. The team is made up of experienced digital marketers, designers, developers and production leads. We have seen most of the good and the bad at this point!

How would you describe the creative industry in Vancouver compared to other major cities?

Vancouver is similar to other technological hubs (Toronto, San Francisco, New York). There is a strong art community and a passion for creative expression. We take pride in our work and value artistic collaboration. Vancouverites like to be in the know. We move fast and keep-to-date with technology.

Three things I wish I knew when I left school:

Just two: the importance of cash flow and financial planning. As much as we tend to dread thinking about these things, they are extremely important in business and in life. Achieving financial stability allows us to focus on our passions and free our minds of economic distraction.

From your personal standpoint, what global issues are you most passionate about and why?

Conservation. More than anything, I am passionate about the outdoors. I recognize my presence in the world and the impact it has on that which cannot speak for itself. I volunteer in watershed cleanups and marsh rehabilitation projects. Wildlife management is very important to me.

Please share a fun-fact that not many people know about you

I have a very talented Chesapeake Bay Retriever. He came to us as a precocious little puppy and evolved into one of the finest working dogs around. He accompanies me everywhere and is always the center of attention.

Thanks Evan!

– Learn more about Hammerhead at https://codehammerhead.com/

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