The Group.

FOUR COMPANIES. ONE OBJECTIVE

Creative resourcing is regarded as the biggest barrier to innovation in marketing, PR, communication and advertising. As the modern audience becomes more hungry for high-quality unique story telling content,  the biggest challenge is enabling a broad spectrum of specialised creative talent.

Businesses understand the purpose of their campaign initiatives better than anyone, but often lack the innovation and creative wherewithal to define and deliver the scope of content required to achieve the outcome. Similarly, Agencies typically rely on their account managers to lead creative ideas.  But account managers goaled with guiding client relationships and internal processes often lack the qualities of insight, risk taking, knowledge of creative tools and creative ingenuity.

This is our core strength.  We continue to invest in the specialists, technology and process to deliver the broadest spectrum of creative innovation, so you don’t have to.

We were forged from the cornerstones of two diametrically opposed strokes: creative talent and outcome driven business.  It’s no accident these diverse cultures came together to offer amongst the broadest creative capability in the industry, in a way specifically measured to achieve our clients business objectives.   Our brands reflects this measurable pulse.

Show you the money.

We fix this problem every day;  creative campaigns for the sake of creativity that fail to deliver performance goals. Good performance modelling starts with a baseline and realistic performance goals. We use advanced Market Performance Modelling (MPM) to measure market data cross-section performance, validated by survey and trend analysis, and remodelled using simulated market mixing – all before the creativity begins.

Dynamic dashboards.

Despite the definitive importance of marketing ROI it can be challenging to measure and manage.  Establishing realistic marketing goals and maintaining targeted  returns on a marketing investment is made more complex for a number of reasons, including:

Campaign cross-influence; Often marking teams launch a variety of campaigns simultaneously, many of which have cross-business interdependencies, making it harder to break down which elements deliver performance returns on specific business and campaign objectives.

Controlling cause and effect;   The digital world can create ‘viral’ opportunities, where response to marketing campaigns can spontaneously evolve.  This is great for improving connections but can cause challenges in monitoring and measuring the impact of campaign design and messaging.

Dynamic response;   To model all possible outcomes is a misnomer.  Often campaigns expose unforeseen opportunities, or require ‘tweaking’ to achieve market resonation.  Marketing teams nimble enough to respond to these dynamics are the most successful, but this in turn makes it harder to measure intended and expanded results over investments.

Over time we’ve learned the best way to address these challenges is to use a broad cross-section of live feed data sets to build KPI’s and measurable metrics which can be monitored in real-time.  Our dynamic dashboards therefore form an important part of this algorithm.