Beyond the Awards: Why We're Making Our Media Strategy the Message
How does a media agency prove its credentials? For decades, the industry has relied on a familiar formula: win awards, publish case studies, and talk about past successes. But what if there's a more transparent, effective way to demonstrate capability? What if an agency could prove its worth not by talking about its work, but by showing it in real-time?
This is the central question behind ‘By Example,’ our first-ever media campaign for our own brand, D3. Instead of chasing trophies or relying on past glories, we are putting our media strategy on full display. This campaign isn’t just an advertisement; it's a live demonstration of our data-driven, results-focused philosophy. It’s our credentials in action.
Flipping the Script on Agency Marketing
The traditional agency playbook is well-worn. Agencies often build their reputations on industry accolades, believing that shiny statues are the ultimate proof of expertise. We hold a different view. Awards don’t build brands; smart, data-fueled media does. That’s why we’ve chosen to shun the awards circuit and instead invest in what we know delivers results: a meticulously planned and executed omnichannel media campaign.
This approach reflects our core belief that our work should always speak for itself. We've applied this principle to our clients’ brands for years, delivering measurable growth through transparent, accountable strategies. Now, we are using that same thinking to our own brand, proving our capabilities directly to the market.
Phase One: Capturing Attention with Precision
The first phase of the ‘By Example’ campaign is centred on building awareness and capturing the attention of senior marketers. We’ve launched a strategic mix of digital out-of-home (dOOH), paid search, and social media, lighting up digital billboards and bus shelters across Auckland, Wellington, and Christchurch.
The creative is designed to be bold and thought-provoking. These messages are designed to cut through the noise and resonate with busy marketing leaders who are seeking more from their media partners.
But the real intelligence of the campaign lies in its targeting. How did we ensure these messages reached the right people at the right time?
Data-Driven Targeting in Action
Effective media isn't about shouting the loudest; it's about speaking to the right audience when they are most receptive. Using our proprietary audience technology, we identified key moments to connect with senior marketing decision-makers.
Our analysis revealed that high-traffic commuter windows (7-9am and 3-7pm) in the CBDs and fringes of Auckland, Wellington, and Christchurch offered the highest concentration of our target audience. By timing our dOOH placements to coincide with these peak hours, we are maximising visibility and impact, ensuring our message is seen by the people it’s intended for.
Building a Brand for the Long Term
While Phase one focuses on grabbing attention, the ‘By Example’ campaign is built on a long-term strategic foundation. We are applying the proven principles of Binet & Field, which emphasise a balanced approach to brand building and sales activation. This initial awareness-focused push is designed to create memorable brand assets and build broad reach.
This strategy ensures we are not just generating short-term leads but are building a sustainable brand that will deliver value over time. Strong brands command greater market share, face less price sensitivity, and drive more profitable growth. By demonstrating this principle to ourselves, we are offering a masterclass in applying long-term thinking to achieve enduring business success.
What's Next? A Look into Phases Two and Three
The campaign billboards are just the beginning. The ‘By Example’ campaign will unfold over the next six months, showcasing the full depth of our capabilities.
Phases two and three, set to roll out in early 2026, will move beyond broad awareness. These next stages will provide a deeper look into our full-stack expertise, including:
- Marketing Automation & B2B Strategy: We will demonstrate how we create sophisticated, automated funnels that nurture leads and drive B2B growth.
- Advanced AI and SEO: We will showcase our forward-thinking approach to search, leveraging artificial intelligence to create strategies that are future-ready for digital discovery.
This campaign is our commitment to transparency, accountability, and results. It’s an open invitation for ambitious marketing leaders to see what is possible when you partner with an agency that is willing to prove its worth, not just talk about it. We believe in the power of data-driven media to build brands and drive growth, and we’re proud to lead by example.
