New agency aims to give clients a new level of certainty
The founders of male-focused agency Bloke have spawned a new full-service agency called The Certainty Principle with the agency promoting a unique ROI dashboard as part of its offer to give clients greater clarity on the impact of their marketing spend.
Tim Bloore, Matt Daunt, and Mike O’Rourke
The agency, founded by CEO Matt Daunt, Innovations Director Tim Bloore and ECD Mike O’Rourke, will work as an adjunct to the marketing departments of clients.
Bloke will continue to operate as a specialist sub-brand of the agency.
CEO Matt Daunt said the agency aimed to offer clients a more cost effective approach to marketing, design, creative and digital using an evidence-based approach to campaigns.
“Our clients were needing greater marketing certainty, a better understanding of return on investment and that is where the idea came from,” Daunt told Mumbrella.
Bloke had launched purely as a creative agency with a distinctly male focus, but Daunt said he believed in many cases creative and ad-tech was still not aligned, which is where the The Certainty Principle and its ROI dashboard would help clients decipher what was working.
“Our model is based on the fact there are a lot of ad-tech companies that are solely focused on delivering to customers and audiences, but we are asking the question: ‘what is it that they are actually delivering?'” he said.
“You can target really well but once you have done that, and everyone is doing that, what is going to help you stand out? What assets, what messages are going to be enjoyed, going to be watched, going to clicked, and what is going to be shared? So, bringing in the digital smarts to add value to the creative smarts, which some of those tech companies quite often don’t have.”
He said the dashboard was a central element to the way in which the agency was helping clients better understand their campaigns.
“There are many clients you work with that don’t necessarily have a full-scale view of all of the facets open to them to deliver on a business objective, which is ultimately what they need to deliver to the CEO,” he said.
“The key is being able to report on the full facet of activities that we are delivering, so we have developed a return on investment dashboard with a software developer which captures all of the data and information from the campaign and plots it all into one place that allows the marketer or the CEO to be reported to, and gives them the opportunity to see how it all works together.”
Daunt said the system helped businesses move away from seeing things in silos such as SEO, PR, above and below-the-line, which many companies still treated as working independently.
“You can actually see how it all works together in one place and that is a real differentiator that is creating a lot of excitement with some clients that we are on-boarding at the moment.”
While the agency, which launches with foundation clients including Bang & Olufsen, CoCo Joy, Australian National Maritime Museum, Connect Hearing and Telstra SNP Monitoring, is not limiting itself to clients of a particular size, Daunt said there was a sweet spot.
“We have specifically not tried to tailor our business to necessarily one size of client or the other but I think, realistically, there is sweet spot of clients that are the mid-tier clients, they are not the large end of town necessarily but they need extra help. They don’t have a huge marketing department and they need help with some of the planning – an extra pairs of hands.”
