I’ve been in the marketing industry for my whole career. In that time, I’ve had the privilege of working with an enormous variety of highly skilled and experienced professionals. I’ve also worked with hundreds of different business owners, and been embedded with enormous teams in the process. I enjoyed the early days, doing my work, helping where I can, learning everything I possibly could about people and how to market. I started law school as my degree. I lasted a few semesters. I enjoyed it but quickly realised that no matter how hard I worked, I would never be the best in my field. Whereas marketing (at the time my side job) was a field that I knew that with a few changes I could build the best team in Australia, and do the best possible work for my clients.
This first year was when I set my goals and planned how we would be different.
This is what I came up with.
ONE
TWO
Every agency or marketing team I’ve ever known either hides or openly admits to offshoring the bulk of the work, most people hire great account managers, which pretty much ends the list of Australian staff roles. I wanted to build a team who were not only smart, but had an intuitive understanding of the market we are selling too, so again I decided that we would only hire staff in Australia.
THREE
I hate cookie cutter, templatised work. Not only does it not work, it is lazy, I decided to quit using any templates, instead use processes which rely heavily on indepth, refined strategy.
FOUR
Pretty much every client who comes to me complains about their account managers; either they don’t know what they’re talking about, things take weeks to do, or they just keep getting a new account manager every month. I figured out pretty quickly that this was an issue with the model itself. So my model is different. We have based it more on a law firm. We have partners (who you talk with) who are our strategists, who also do the work and are experts in their fields, and are responsible for client happiness. We then have a team of support staff who help all our team. This way we can pay our people well, give our staff a great level of responsibility and career advancement, all whilst improving service for our clients.
The Journey
We’re on a journey to improve the Agency space for the better. I have deep care and respect for all of our clients, and their trust is something that I don’t take for granted. We’ve done great things since we started a few short years ago, and so far our model is growing whilst staying true to our initial principles, surrounded by making an agency that I would want to work with.
I don’t want a massive team, or a massive client load. Personally, I bear a lot of the burden of responsibility around our client’s livelihood and growth. I do everything I can to ensure that the expectations that we have are met. But so far, this comes at great personal strain, which is relatively unsustainable. For now, though, our goals are to build a strong and resilient team who aren’t driven by profit or stress, but by a need to be better, be better than what they did yesterday, and better than what our clients get elsewhere. I’ve built Australia’s most flexible agency, and we’re on a journey to make that clear.
Once it is, who knows what we’ll do next?
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