Feels soooo good to be on a roll. Seems like nothing can halt the momentum of Affinity right now.
Being selected as finalists in the highly acclaimed Media Federation Awards ‘Best Use of Data’ category was a huge win in itself. Slotted against a star-studded class of contenders such as Telstra through OMD, Emirates through Havas, and Optus through Starcom, it was difficult to see our nomination for Narellan Pools as no more than a dark horse in the race. Last night we not only won and took home the silverware, we also left our stamp as pioneers in a turning point of our industry.
This was much more than a proud David and Goliath scenario. We saw this as a huge recognition from the judges that our industry is changing. We’ve categorically proven you don’t have to be a gigantic brand with colossal budgets to throw at the wall campaign after campaign to see what sticks.
Through close collaboration, it’s possible for clients of all sizes and shapes to work with genuinely data-driven agencies to unearth data gems that can make incredible differences to their bottom lines.
Our exhaustive interrogation of first party data meant we not only drove more leads for Narellan, we were able to drive better quality leads that converted to increased sales.
In awarding us the most outstanding use of data, the judges said: “what made this entry stand out was the detailed analysis of data to provide a refined approach to targeting. There was a clear journey through the process and it lead to some great results. Smashing the sales targets with a reduced budget”.
These kinds of results are far from overnight success stories. It’s been just over 3 years since we restructured and shifted our focus to a more data-driven approach. After putting together an amazingly talented team, our commitment to actionable insights with first party data is paying off.
None of this could have been achieved without the trust, patience and courage of Chris at Narellan to put so much faith in our modeling. Suffice to say, we’re glad he did: the results speak for themselves.
So last night was about more than just our success story. It’s evidence that intelligent use of data can now allow any brand to compete on the world stage.
