Put a Sokhan it

Is it the Ukraine or just Ukraine? Neither of us knew the answer to this which was strange because Anna is from… the… Ukraine. However, our combined haziness over this subject stood in marked contrast to Anna’s crystal clear vision she had for her career.

Anna Sokhan

Something I haven’t heard too often on my travels around the in-house digital world is sentences like this: “I had been trying to get into ASOS for three or four years before I actually got the job.” This seemed to me like refreshing and focused ambition. Sit back and enjoy as I ask Anna Sokhan from ASOS all about why she made the move in-house, her views on career progression, and what (if anything) she misses about agency life.

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Is Moving In-house Just Peachy?

Alarm bells were ringing. This was because my alarm was going off. I was getting up slightly earlier in order to grab a coffee with Jamie Peach, an SEO guru who has recently moved in-house. I silenced the alarm. Everything was going to plan.

Jamie Peach

Jamie has recently made the move to ASOS – the booming online fashion brand – having spent a good chunk of time on the agency side of life. I wanted to know how he was adjusting, how the working life differed, what he missed and what he was glad to leave behind.

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Digital’s in Fashion

On the first of my adventures into the trials, tribulations and reality of moving client-side, I went to meet Lucile, a Search Strategist working at luxury online retailer NET-A-PORTER.


Lucile has an interesting story because after cutting her teeth and honing her craft in agencies like Mindshare Worldwide and MediaContacts (now Havas Media) she made the move in-house in a bid to work in the world of fashion. I wanted to know if the move has helped her to diversify her skills, aid career progression and how she views agency life from the other side.

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