Co-founder of Birmingham creative agency named Marketing Leader of the Year 

A little about the marketing awards... 

The Midlands Marketing Awards shine a light on the brightest talent across the region. The Marketing Leader of the Year accolade is reserved for those who push boundaries through creativity, leadership, and impact. 

Fran wowed the judges for her standout marketing expertise, spotlighting her numerous high-profile rebrands and campaign strategies, alongside her fearless approach to leadership that consistently challenges the traditional playbook. 

Commenting on her recognition, Fran said: “I’m truly honoured to be named Marketing Leader of the Year. We believe that great marketing is built on deep insight and by really listening to the voice of the customer - before being brought to life with empathy and creativity. It’s wonderful to see this approach recognised.” 

Breaking the agency mould 

Fran co-founded Tribera in 2018 with Dré Picart after becoming frustrated with rigid structures and a lack of flexibility in the industry - especially for women. Determined to do things differently, the pair created an agency that puts people first. 

Tribera introduced hybrid working long before it became the norm and later rolled out a 32-hour working week designed to boost both creativity and wellbeing. The result? A thriving workplace culture that delivers happier teams and stronger results for clients. 

Today, we’re a 30-strong Birmingham agency partnering with leading brands like Costa Coffee, West Midlands Trains, Greene King and VoucherCodes.co.uk. We’ve been named one of Campaign’s Best Places to Work, proving that challenging the old rules doesn’t just build a better workplace - it builds better marketing. 

Fran reflects on this journey: “Launching Tribera was one of the bravest, and boldest, decisions I have ever made. It was an idea that came from lived experience - watching my brilliant female colleagues excluded after becoming mums, concealing my own pregnancy out of fear of being sidelined, and enduring work cultures that left no room to thrive personally and professionally. 

“I believe that great work comes from a great culture, rooted in diversity, inclusivity, flexibility and safety. At Tribera, we live by our values. We work with purpose, balance, and trust, and encourage grown-up conversations – and that delivers tenfold for clients through the performance of a team that shows up motivated and happy to be at work.”

Driving Birmingham’s creative rebellion 

Fran’s recognition wasn’t just about her work at Tribera. The judges also highlighted her efforts to empower women across the wider region. 

In 2024, she launched BRUMWIM (Birmingham Women in Marketing), a movement designed to unite female talent, amplify voices and challenge the industry’s London-centric bias.

BRUMWIM has already been making waves by: 

• Hosting six sell-out events 
• Bringing over 70 women together at its Made in Brum celebration 
• Launching a mentoring programme matching over 60 marketeers - from fresh graduates to CMOs, meaningfully paired to support career development 

An exciting year ahead 

The celebrations didn’t just stop there - Tribera was also shortlisted for Agency of the Year and Best Consumer Campaign at the awards – a reflection of the standout creative work and powerful results we have delivered this year. 

Fran concluded: “It’s been a phenomenal year for Tribera so far, and believe it or not, we’re still only just getting started. 

“I’m incredibly grateful to the awesome Tribe that bring the vision to life, deliver brilliant work for our clients day in day out, and never fail to erupt with the loudest cheers in the room at an awards ceremony. That support means everything.” 

Keep up with our latest Tribera news on LinkedIn or Instagram, or get in touch to work with us. 

Photography credit: Mr Ladd Media ©