Slater and Gordon appoints Audience Group as media agency
Australian consumer law firm Slater and Gordon has appointed Audience Group as its media agency, to handle all media strategy, planning and buying.
PHD won the account back in 2015, prior to which it sat with Mediacom. Dina Tutungi, chief client officer at Slater and Gordon, said Audience Group was the one agency which understands what the brand is trying to achieve.
Slater and Gordon says it wants to “better use data”
“We have recently been through a digital transformation process that puts technology at the heart of our client care, brand building and acquisition programmes,” she said.
“Audience Group is the one agency that gets what we are trying to accomplish and best understands how to use data-driven brand building to drive more business results. What stood out about Audience Group was their ability to understand our brief and translate that into, not just a media plan, but a strategic response to our business objectives.
“Their ability to link our real-time performance data to ad buying fits perfectly with our objectives.”
The account will be led by Audience Group’s group business director, Kathleen Banks, who has 20 years’ experience in the Australian marketing, media and creative communications sector.
Audience Group stated it was attracted to Slater and Gordon’s goal of taking a more strategic approach following the overhaul of its board, appointment of a new CEO and a restructure, all within a year.
“We were impressed with how they are building their information capabilities and knew we could help them on their journey,” said James McDonald, Audience Group’s director.
“They really responded to the idea of evidence based advertising, and have a keen understanding of how it will help them both maintain brand awareness and drive positive business outcomes.”
The competitive pitch process involved media agencies from Sydney, Melbourne and Brisbane, and was launched off the back of a desire to better use data.
Consider this for just a moment. We now live in an age where lawyers have media agencies.
Perhaps it came down to whoever could provide credit – most agencies/media can’t extend credit insurance to this brand still so a risky move.
Good luck, you’ll need it.