You’re hired! Lord Sugar’s grandson leads new Amstrad digital marketing business
Joe Baron tells Candice Krieger how he successfully pitched for investment from his ‘grandad’ who has taught him the importance of working hard
When it comes to career advice, not many have the luxury of being able to turn to one of the world’s most successful businessmen. Something Joe Baron, Lord Sugar’s grandson – while admitting it has made life easier – does not take for granted.
Earlier this week it was announced that Joe, who turns 21 in next month, will head up Amstrad Digital, a new digital marketing firm owned by Lord Sugar, after the business mogul, who fronts BBC One reality series The Apprentice, has bought back the rights to the name Amstrad, 17 years after selling it to Sky.
But the financial backing wasn’t guaranteed for Joe. He had to pitch for it through Lord Sugar’s Amvest investment arm.
Speaking to the Jewish News, Joe said: “I wanted it done completely by the book through Amvest- essentially doing the same thing as The Apprentice does but without the TV – first speaking to his advisors and then him. I wanted to make sure it was all done properly and that the investment was for the right reasons.”
Joe will run Amstrad Digital alongside digital marketeer Tom D’Arcy – the duo worked together at Climb Online – the digital marketing agency launched by The Apprentice winner Mark Wright with the investment of Lord Sugar. It sold in 2022 for a reported £10 million.
The fourth oldest of Lord Sugar’s seven grandchildren, Joe speaks to his ‘grandad’ – as he affectionately calls him – most days and often turns to him for advice.
“After I did my Diploma in Business, I had two options; either go to university or start work, so I spoke to my grandad, who was obviously the best person to talk to, and we agreed that I would benefit more from going straight to work.
“It’s unbelievable to have him to look up to and as someone to ask for advice and now, as someone to partner.”
Joe added: “I think he agrees with me that university is great for particular careers, ones that maybe need a specialist qualification like a doctor or lawyer, but for where I was, I think getting experience was the most important thing for me.”
Joe attended St Edmund’s College in Hertfordshire before going on to complete a Diploma in Business at West Hatch. In 2021, he landed an internship at Climb Online, working his way up to full-time project manager, where he worked closely with Tom D’Arcy.
“I owe a lot to Tom. He taught me so much about digital marketing.”
The duo own 25 per cent each of Amstrad Digital, while Lord Sugar owns 50 per cent.
The businessman founded electronics company Amstrad in 1968, at the age of 21, selling audio and computer equipment before making the first range of Sky receivers and dishes. It was eventually sold to the broadcasting giant for £125 million, who still uses the software but not the brand name.
Joe recently stayed with Lord Sugar in Florida, where the business magnate spends a lot of time. “We chatted a lot about business. I really enjoy talking to him about it, though I’m not sure my grandma enjoyed it as much!” he joked.
What advice did his grandfather give him for the new business? “Leverage the brand name, don’t work from home: ‘Go out there and do some business!’ and the more work we put it, the more we will get out.”
Joe lives at home in Chigwell with his mum Louise – one of Lord Sugar’s three children – sister and their two dogs.
He has inherited his grandfather’s love for flying. Lord Sugar has held a pilot’s licence since 1975 and owns private planes including a Cirrus SR20. “We always used to fly together,” recalled Joe. “I remember being really interested in watching him fly. I’ve been doing that with him for ages. We would put my car booster seat in the passenger seat so I was able to see properly.”
While Joe doesn’t have a flying license, he says maybe it is something he will consider when he is not so busy.
For now, he is following in his grandfather’s footsteps in other ways and is very much focused on Amstrad Digital and preserving the Amstrad name.
“It’s an unbelievable opportunity. He (Lord Sugar) said himself that the brand itself is worth a fortune – we have to use it to our advantage.
“We are planning to keep the same values; Amstrad was known for being the first company to make typically unaffordable technology available to everyone and we want to carry on that legacy and do the same for marketing services – make it affordable and offer top-level marketing to all sizes of business.”
Joe believes there is a big gap in the market for an agency that serves both smaller and larger brands. “A lot of agencies have very high minimum fees, which isn’t really an option for small businesses and doesn’t give them the chance to get any bigger, so as well as being able to deal with larger companies, smaller ambitious brands are also something we want to focus on.”
Digital media is set to reach 70 per cent of all global advertising spend by 2025. Asked where he sees the big opportunities, Joe cites advertising on TikTok as number one. “It’s estimated that in mid 2025, TikTok will become the biggest platform for advertising. People are using it like Google, searching how to do things, so I wouldn’t be surprised if they (TikTok) bring out search ads that you would usually see in Google. The other big opportunity is around AI. There is still a lot to be uncovered about it and how it can be used in businesses to help them save their costs, so I think this is a big opportunity too.”
In the meantime, Joe, a member of Chabad Buckhurst Hill where he had his barmitzvah (Lord Sugar is a member of Chigwell and Hainault) is committed to making a success of Amstrad Digital.
“It means a huge amount to me to be trusted with the brand that started it all for him (Lord Sugar) years ago. It’s motivated me even more to make a success of it and I have no doubt we will.”
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