With an astute eye for identifying market gaps and adetermination to innovate, Avvy Phull ventured into the entrepreneurial world, launching Avvy Barter Consultancy in 2020, after being furloughed from her position at a multimillion-pound global advertising agency. With 18 years of experience in the barter industry, Avvy has collaborated with prominent clients such as O2, Santander, Kia, Nando’s, Domino’s, Homebase, Sainsbury’s and Nestlé. Her extensive background and innate understanding of the barter market, which is a substantial £850 million sector in the UK, enabled her to craft a business model tailored to support SMEs. Avvy’s approach focuses on leveraging barter to help small and medium-sized enterprises (SMEs) optimise their advertising spend by using surplus stock and inventory.

The central concept of Avvy’s business is in the innovative trading mechanism of barter, where clients can part-pay their advertising expenditures through their excess products. This method allows businesses, such as hotels and manufacturers, to turn unused resources into valuable advertising opportunities. By converting hotel room nights, unwanted healthcare products and other surplus inventory into advertising campaigns across various platforms, Avvy provides a unique solution for her clients. A centuries-old practice of exchanging goods and services is revitalised under her expert guidance, making it relevant and beneficial for modern businesses. Avvy’s consultancy has flourished over the past four years, establishing robust relationships with more than 140 media partners and her expertise in media planning and buying spans across TV, radio, cinema, press, digital and out-of-home channels.

The judging panel was impressed by the comprehensive consultancy services provided by Avvy, which have been developed specifically to benefit her clients. In her dual role as a consultant for advertising agencies and a barter agency supporting clients with their inventory, Avvy exemplifies flexibility and agility. She tailors bespoke trades to meet the specific needs of each business, ensuring a personalised approach that drives success. Her ability to navigate the complexities of the barter market and deliver innovative solutions sets her apart as a leader in consultancy.