The Specialist Works Launches Goodwill Works

Independent media agency launches the first network for multi-channel retailers

Award-winning media agency The Specialist Works (TSW) has launched a partnership network initiative to drive new customer acquisition for ecommerce and multi-channel brands. They forecast that partnerships will account for more than 20% of all new customer purchases by 2018.


The partnership network called Goodwill Works, which was trialled early this year by companies such as The White Company, Boden, Zalando and Graze, allows retailers to trade marketing space in their parcel deliveries, on their websites, and via customer emails with complementary but non-competing retailers. The idea serves two purposes; acquiring new customers with no media cost and keeping existing customers happy by delivering discounted deals.


Goodwill Works is part of a wider campaign created by TSW. The idea was born from Goodwill Rocks – a charitable sharing initiative which has already generated £1.4m of free advertising space for UK charities.


The Specialist Works CEO and founder, Jim Lewcock, was inspired to do something for charity following his visit to Africa with Richard Branson and Virgin Unite. He wanted to purposefully make charity part of his day job at TSW. With over 20 charities and 15 media owners handing over remnant inventory the agency aims to triple the figure by next summer, targeting charitable media owners in the US and Ireland.


Jim Lewcock, CEO and founder at The Specialist Works said, “We are a passionate bunch at The Specialist Works. I am proud of how the team took the idea and made a difference, plus, humbled by the vast reaction of media owners. The charities love what we’ve done for them and it makes us want to do more.”


After launching Goodwill Rocks, the initiative moved TSW to do it for its clients. Goodwill Works helps brands scale media partnerships seamlessly and effectively via bespoke technology created in-house. The initiative is already active in multi-national trades.


With over 50 businesses signed up to Goodwill Works, the more the network grows the more partnership opportunities are available for brands.

More information can be found on The Specialist Works website here:


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