In 2018, aged just 27, Daria Tabachinskiy became one of The Agency Partnership’s three founding partners, alongside former CorpComms Awards’ young achiever Blair Metcalfe. Despite having worked in the industry for just five years, she was tasked with leading new business development. In its first year, the agency achieved revenues in excess of £1 million, with 11 retained clients and seven active projects, and Tabachinskiy herself led and won pitches for clients including e-bike leader Volt and international finance firm London & Capital.
The Agency Partnership’s chief executive Metcalfe describes her strengths as ‘rooted in a deep-seeded passion to become an authority on each of her clients. Focused on aligning to business priorities, she provides invaluable counsel and consistently delivers above expectations’.
After winning Volt, she led its first integrated influencer and media campaign. She orchestrated a hyper-locally focused campaign, backed by supportive data, that targeted relevant outlets, such as village newsletters, local forums and national media. Her team created editorial content, video and locally-relevant case studies which were designed to break into a sceptical older-demographic.
This led to increased brand recognition among over 55s and a significant amount of positive coverage which led to an 18 per cent leap in sales during the three month campaign. Sales continue to grow.
Tabachinskiy’s work for Acin, the world’s leading risk and controls data standards, benchmarking and analysis company, drew on her relationships with the media and influencers. From getting coverage on just one trade-related website, Acin now regularly features in the Financial Times, New York Times and Fortune. She also successfully lobbied for its inclusion in the RegTech 100, a respected list of pioneering tech companies addressing the challenges of dealing with regulatory issues within financial services.
This year, she was also invited to South-by-South-West (SXSW) to exhibit her award-winning campaign #Romanovs100, a cross-platform social media project which tells the story of Russia’s last royal family through thousands of their own photographs.
Tabachinskiy’s personal passions often merge with her work, such as her support for Changing the World of Refugee Girls Through Education, in partnership with Save the Children, UNESCO and Procter & Gamble’s #LikeAGirl. She has overseen filming at refugee camps and organised a BBC-led panel at the World Economic Forum in Davos, to deliver an emotive and inspiring story about supporting refugees.
She was also recently elected to the PRCA Council, where she is involved in the diversity division working to create workplace tools and guidelines. ‘Her contribution not only to our agency but also the wider comms and marketing world is invaluable,’ concludes Metcalfe.
‘Daria clearly works well on her own initiatives building on personal passions,’ said the judges. ‘She is going above and beyond on wider comms industry initiatives and helping others develop a clear sense of purpose. She moves the dial in a real way.’
